Today we’d like to introduce you to Gabriella Layne-Avery.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
Although I am the Founder & Creative Director of a creative content studio now, I never envisioned myself being a business owner. In fact, my dream was to become the Editor of a lifestyle magazine like Essence. I studied English Rhetoric at Binghamton University in New York and as I approached graduation, I realized that although I learned a lot, I didn’t quite feel prepared to actually pursue a career. So after being rejected in my last round of interviews for Teach for America (my panic backup plan), I decided to consider grad school and ended up landing a full ride & assistantship to USC where I pursued my M.A. in Strategic Public Relations.
During my studies at the University of Southern California, I started working as a freelance journalist. At the same time, I was introduced to the world of social media marketing. Ironically at first, I HATED social media management as at this time, it was still relatively new and as an intern or admin assistant at the random jobs I worked, I was often asked to somehow garner tons of followers and engagement with little resources or guidance. But that turned into a blessing in disguise as I got the world’s most hands-on crash course in social media strategy. I didn’t know it at the time, but between freelance journalism, my social media gigs, and interning at PMK BNC as a research intern, I was building my tool kit to become a content marketing professional.
Before I became a full-time entrepreneur, I was working at a Long Beach-based marketing agency as an Account Coordinator, where I oversaw the traditional and digital marketing strategies for a local restaurant group. It was at this time I also launched my own fashion magazine which aimed to amplify the stories of underrepresented creatives in the fashion industry. After about two years, I was laid off, but my boss gave me the unique opportunity to stay on the team as a Social media freelancer to manage the social accounts of the restaurant group. I realized this was a once-in-a-lifetime opportunity to test out working for myself and I went for it. The rest is history!
From journalism to public relations to social media management, I’ve worked on every side of media you can think of. Now, after 10 years of learning (and consuming) all aspects of digital content production, creation, and management, I use these skills to help brands build communities online. I’ve enjoyed the pleasure of leading the content strategies for incredible brands including Black Bride Magazine, PR Girl Manifesto, and Epic Fab Girl. I’ve also partnered with Planoly, Later, and many other incredible brands as a guest expert and thought leader.
We all face challenges, but looking back would you describe it as a relatively smooth road?
It has NOT been a smooth road. When I first decided to try my cards at entrepreneurship, I was so afraid to fail. The week after I lost my job, I flew to Atlanta to participate in a pitch competition hosted by Bumble in collaboration with Arian Simone. I failed miserably, but taking that risk gave me the grit and confidence to believe that maybe, I could actually do this.
Even after that, it took a very long time for me to build up a portfolio and reputation in my industry. I had to endure many years of being undervalued and overlooked. Not to mention, I knew nothing about running a business and had to learn by making mistakes. But through it all, I’m glad I persisted because I was able to do more than I ever imagined – and the best part is that I’m only getting started!
We’ve been impressed with Strut Communications, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
Strut Communications is a creative studio that crafts headline-making multimedia content with style AND substance for community-centered brands with major stories to share. We proudly wear the hat (or heels) of Editor in Chief as we magnify brand messages into online movements with beautifully branded content creation, community-centered storytelling, and seamless systems for social media & beyond.
I’m also passionate about helping business owners take a sustainable approach to social media so they can show up consistently + create great content without burning out. New business owners, especially business owners of color, are embarking on the exciting journey of entrepreneurship every day – and I’ve seen so many of these entrepreneurs get overwhelmed as they try to navigate how to use social media as a strategic marketing tool to grow their businesses. It’s common for business owners to think of social media as something quick and easy that they can use to go viral and get rich overnight. That’s why I coined the term ‘sustainable social media’ – it’s the idea that social media is a long game and slow & steady growth is OKAY. Not only is slow & steady growth better for your mental health & capacity as a business owner wearing all the hats in your business, but it’s the better approach for building a true community for your brand online that trusts you, feels aligned with your values, and sees themselves reflected in how you present your brand online. I empower business owners to take this sustainable approach by teaching them about social media strategy, content creation, and content operations.
I also created Content Cards, which is a deck of strategic content ideas to help business owners simplify the process of planning content for social media. More details can be found here: https://strutcommunications.com/product/content-idea-cards/
How do you think about luck?
I’m not sure I believe in luck. I think that for me persistence, passion, and dedication have gotten me further than luck ever could.
Pricing:
- Content Cards – $69.99
Contact Info:
- Website: strutcommunications.com
- Instagram: https://www.instagram.com/struttosuccess/
- Youtube: https://www.youtube.com/channel/UC266U1aclS_SP1svx9qHJhw
- Other: https://strutcommunications.com/product/content-idea-cards/
Image Credits
Lucia Doynel (instagram.com/thelucias) – (Images in orange dress and teal jumpsuit) Hannah Lozano Photo (https://www.instagram.com/hannahlozanophoto/) (Images in pink blazer and denim dress)
