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Founder and Top of Mind podcast host Hayley Westoby shares what is actually driving results right now. After hundreds of conversations with founders and operators, her approach has sharpened around consistency, clear opinions, and content that makes people feel something. She breaks down the post that sparked debate, why most brands change direction too quickly, and how showing up with intent builds trust over time.
1. What’s one social strategy you’ve doubled down on this year that’s actually moved the needle?
Consistency and simplification.
2. Walk us through your best performing post. What was the idea, why did it work, and how did you know it hit?
One of my posts was a snip from my podcast and it was me talking about the fact that I believe there is two types of women in the world, the ones that see you excelling and think to themselves, 'I want her in my corner' then there is the other type of woman in the world who sees you excelling and goes 'I must dim her light because if her light shines, mine will be more dim' - I know it works because its two different views pitching themselves against each other and forces people in the comments to reflect, but also pick a side.
3. What’s a mistake you see brands making on socials right now that’s quietly killing reach or engagement?
Switching it up too often, not being patient and not being consistent. Social media is a long term strategy not a quick fix.
4. What’s the metric you care about most and why?
Engagement and commentary
5. What’s the best piece of advice you’ve ever been given about content or creativity?
Write to one person, not to an audience. If you're talking to everyone, you're talking to no one.
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Comienza GRATIS6. What’s the worst advice you followed for way too long?
You need to be everywhere or you need to do everything yourself.
7. What book, album, podcast, or creator has quietly shaped how you think about your work?
Slightly cringy answer, but I have had the privilege of interviewing some incredible business owners and founders on my podcast Top of Mind - so I think those collective conversations have shaped how I think about my work.
8. What’s a habit or rule in your workflow that keeps you sane and consistent?
Capture everything, social is part of my job, and done is better than perfect.
9. If you had to explain your content strategy to a non-marketer in one sentence, what would you say?
I show up as the person I wish I'd seen when I was figuring it out, loud enough to be found, honest enough to be trusted.
10. What’s something about working in socials that doesn’t get talked about enough?
Simply, how much work is involved in creating a consistent social presence. There's also this particular grief or pain when a client doesn't take your advice, tanks their own content, and then quietly wonders why social media isn't working.
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