Behind the Biz: Lucy Bekker

You might be familiar with a little mantra known as “community over competition”?

It’s a notion I’ve adopted since the early days of Rust, and will continue to do so until, well, forever.

Introducing who should technically be my competition (screw that!) but is instead a wonderful, kind and smart woman called Lucy Bekker, aka boss lady of The Little Content Co.

Lucy has taken the blogging world by storm in 2019, and I’m constantly amazed by the valuable content she produces. Also, seeing her big wins makes me feel like a proud mumma (Aunt? Sister in biz?) as we’ve been chatting since her early days in blogging.

I’ll shut up now, and let Lucy do that talking, because that’s who you’re here for after all.

Who’s That Girl?

Firstly, can you tell us a little bit about yourself?

Oh hey! My name is Lucy Bekker, I’m 24, and I never thought that I had an entrepreneur hiding inside of me.

The first thing people usually notice is that I am a little bit intimidating. 

I am extremely sure about what I want. 

I make decisions and think about consequences for myself later. 

I say exactly what I am thinking with great assertion. (I call it assertion. Some might call it.. I don’t know, what’s the noun for stepping on toes?).

Apart from being a little bit scary, the most important things people need to know are that I dance, I love popcorn, my favourite TV show is The Office, I pretend to be a videographer in my spare time and I am married to the wonderful Mr Carl Bekker. 

How is 2019 going for you?

Have you ever interviewed someone that said it’s been super chill? I feel like crazy is the default! 

I mean for starters I decided to launch The Little Content Co. I got married, I moved into a new apartment, I’ve been building my business on Instagram, I’ve done like 4 dance comps and counting. 

I feel like I’m still getting into the groove a little, but just in the last few weeks it feels like so much of my brand building is paying off and it is exciting EVERY. SINGLE. TIME. Somebody reaches out to work together!

What’s it like living in Auckland?

We complain about it being big, loud and expensive (which it totally is), BUT we are 10 minutes from my in-laws, 2 hours from my parents and younger sister, and we are living centre city. That means we have some of New Zealand’s best food and culture within a 10 minute walk in every direction.

What is home to you?

Am I allowed to say wherever my husband is? Is that too cheesy? Because that’s my final answer 😂


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A Little Content Co first: sharing a photo from my actual life! Although, to be fair, my wedding day didn't feel like real life. We just got the photos back and my head is still reeling from how frigging dreamy it was. In one word? Magic. In two words? Magic and Surreal. It surpassed all of my expectations and I have probably never been so deliriously happy. So just wanting to shout out to the handsome on his birthday and our almost two-month-anniversary. The Little Content Co is brought to you by this good-looking man. Without his never-ending hype and support I would not be sitting here writing this, nor have a reason for being hellbent to work from home. You are everything, Mr Carl Bekker <3 PC: @mikayla.bollen #appreciationpost #BTS #meettheteam #blogwriter #smallbusinesslove #onlinebusiness #copywriter #aucklandsmallbusiness #girlboss #contentwriter #aucklandcontentwriter #businessblog #smallbusinessnz #womeninbusiness #shemeansbusiness #nzblogger #nzblogwriter #womenhelpingwomen #hustle #sidehustle #sheownsitnz #womenwhohustle #contentmarketer #contentmarketernz #thelittlecontentco #solopreneur #freelancerlife

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Biz Stuff

What was your professional background prior to launching The Little Content Co?

Right before I launched The Little Content Co, I finished my degree in Politics and Human Services. The plan was to work in the public sector (which I still might some day). During my time at uni, I did an internship to Beijing and we had to blog about our experiences.

It was about that time that I realized people could get paid to write – and here we are! 

I have a professional background, if by professional you mean “doing whatever the hell makes me happy and running with it”.

Did you complete any formal studies or are you self taught?

I absolutely adored my politics degree, but all of my digital marketing knowledge is self-taught!

What inspired you to choose a path in blogging and SEO?

Besides realising that people can get paid to blog? 

A sudden and urgent realisation that so many people hate their jobs with a passion.

I heard one too many people talk about how much they hate going to work on a Monday, and how they want to be doing something else, and that their life is a drag. 

I was finishing uni, and I was at a turning point where I knew that the next few years as a graduate were going to be hard either way. So I figured if I was going to work hard, I may as well do it for myself. 

It wasn’t so much blogging and SEO itself – that’s just what I happen to be good at. 

It’s about creating a life where my husband and I can spend as much time together as possible. Where I get to start a legacy. Where we get to work out in the middle of the day and travel to see my parents whenever we want to. 

What’s your top three tips for businesses wanting to up their blogging game (if they can’t afford one of us to help them out)?

  1. Create a content calendar with a theme for each month (doesn’t have to be fancy, just make an excel sheet). Create all of your content on social media and your blog based on that theme. It will focus your energy, let you recycle content, and will help you build hype with your audience (for example, on Insta you can say “remember that awesome content you all really liked the other day? Here is even more information on that same topic!”) 
  2. DO not. Just talk about your brand/products/services. Blogging is a bit weird because it comes under the marketing umbrella, but people know when there is a hard sell involved. Blogs are not the hard sell. They are a way of showing people you know what you’re talking about, giving your existing/potential customers a learning point, and bringing people to your website. The sale comes later! 
  3. Learn at least the basics of SEO. EVEN IF your content doesn’t show up on Google for a while, having posts that are optimised helps your website overall. And for the love of all things holy break up the text. 

What’s a common mistake that you see a lot of brands make with their blogs and SEO?

Oh man, I just wrote a whole blog post on this!

If I had to pick one thing? Probably blogging for the sake of blogging. A business blog should be serving your customer and working as indirect marketing. If it is not educating, entertaining, connecting or beginning a sales funnel, then it doesn’t belong on your business’ blog. 

For SEO, ignoring SEO altogether is probably pretty high up there!

Do you have a favourite/most memorable project?

There’s been a couple this year that I have really enjoyed sinking my teeth into! Ones where I get to help advertise free services for people in need, or research new policies that affect my client’s customers. The political scientist in me comes out to play! 

I am also taking on a new project to help a client create content for her free and paid membership groups. The strategy session alone was giving me goosebumps!

What was it like launching your own business?

Like I said, I have a terrible habit of making decisions and dealing with the consequences later.

It wasn’t some big decision for me. It was just like oh, I want to be taken seriously and make money, so I need to build my brand (as opposed to “freelancing”). My husband went away for like 5 days over Christmas and when he came home I was like SURPRISE I’ve started a business.


What is your point of difference from other content writers and planners in the biz?

Besides being wildly sarcastic and literally jumping up and down when my clients are happy with the results? 

I love to go above and beyond. I like to add in little extras. I am building a brand based on customer experiences. They want a blog post, and I’ll throw in some Pin designs. I’ll use their brand as an example in other posts, I’ll send them design ideas and inspiration. I would love more clients living in my city so I could give them little gifts to let them know I am so damn excited to be helping their business grow! 

Do you have any advice for those just starting out in blogging for businesses?

Brand. Is. Everything. 

There are stupid amounts of freelance writers out there. Start building a brand on Instagram/LinkedIn/Whatever so that people can see your face and associate you with high quality content. 

I have landed several clients just because of the way I talk on Instagram. Don’t underestimate how important it is to be a human being on the internet. 

What is the best part about running your own biz?

Drinking coffee with my husband in the morning. 

Being in a position where I am constantly being challenged mentally (I’ve had some really boring jobs in the past that don’t require me to think creatively!). 

Going to the gym in the middle of the day. 

Knowing that I can give myself a pay rise whenever I am ready to add value. 

Knowing that I can infinitely scale my business!

And the worst/most challenging?

Ugh, ghosting clients for sure. Nothing worse than thinking money is coming through and then never hearing from them. I haven’t had many like that so I consider myself one of the lucky ones!

What’s something that people don’t see/realise that you do (the nitty gritty, behind the scenes stuff)?

Well I mean, there’s so many tiny details that go into writing a great post. 

You’re researching what other people are saying, what keywords are trending, writing titles, h1 tags, meta descriptions, subheadings, CTA’s, writing it in a way that aligns with their social media platforms… and that isn’t even the actual content part! 

In terms of BTS in my business, it’s all the usual. I am EVERYTHING. I am head content creator, tax agent, social media manager, customer service rep, and visionary.

And of course: what inspires you?

Thinking about the future of my personal life for sure. The idea of Carl leaving his job and us creating a life for our future family is super exciting. The idea of being able to support my parents and be uber-present in the lives of our friends. 

I am forever inspired by other female entrepreneurs that are building businesses based on their lifestyle rather than a certain monetary goal! Those are the people I look up to. 

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“SO, what do you do?”⠀ I stare blankly and laugh nervously for a second, before quickly saying aw, well, you know, it’s kinda complicated. ⠀ ⠀ Every. Single. Time. I’m talking to someone I haven’t seen in a while or meeting someone new. And I KNOW I’m not the only #fempreneur that struggles with this 😛 ⠀ ⠀ SO I thought I would come here and set the record straight:⠀ ⠀ Hi! I’m Lucy. I write blogs for businesses. Why is that so important you ask? Well, because businesses need to stand out. If you don’t give people your product or service then the next person will. ⠀ ⠀ Having a blog:⠀ ⠀ -Gives value to existing and potential customers. It keeps customers sticking around for more and it answers questions potential customers didn’t even know they had problems with. ⠀ ⠀ -Makes you an authority. It shows people that you know what you’re talking about without having to say the words “I know what I’m talking about”.⠀ ⠀ -Gets people to stick around on your website longer, which means they have more chances to get into sales funnels (I was saying on my post yesterday that 96% of consumers are NOT ready to buy when they first land on a page so you had better be memorable in some way!) ⠀ ⠀ And technically anyone can write a blog. I just do it in a way that has a better chance of showing up on Google and won’t give readers an aneurysm while they’re trying to consume it. ⠀ ⠀ What do you do? Tell me in one sentence so that you can tell people next time you are at a party!!⠀ ⠀ ⠀ ⠀ #seotips #contentmarketingtips #contentmarketer #bloggingtips #contentqueen⠀ #seotips #contentmarketingtips #contentmarketer #contentqueen #smallbizsquad #bossladymindset #bizbabe #girlpreneur #bossbabetribe #hustlewithease #sheboss #sheownsitnz #womeninbiz #businesschicks #womenhelpingwomen #shemeansbusiness #smallbizowner #communityovercompetition #babesinbiz #dontquityourdaydream #9tothrive #creativebusiness #buildingmyempire #smallbusinesstips #thelittlecontentco

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Quick Questions


How do you take your tea (or coffee)?

Cappuccino (tea mostly when there is a side of cake).

Fave coffee shops/cafes at home

Kind in Morningside (it’s full of plants, sunshine and decor in my brand colours)
Massimo in Newmarket (reliable WiFi and cheap breakfast deals on weekdays)
If visiting people in Christchurch, it’s gotta be C1 – they deliver curly fries to your table inside industrial tubes that run across the ceiling. Enough said. 

Go to outfit

Much to my husband’s dismay it’s usually activewear (he’s a personal trainer and has nothing against it per se, but he much prefers when I am meeting clients for coffee and put on actual clothes). If I’m putting in effort, anything grey/woolen, pink/chiffon or navy racerback paired with high waisted skirt/pants.

Proudest Moment

Honestly? Driving to visit my parents and sister on a weekday just because. Carl and I have been repeating over and over again lately: “Life’s too damn short”. The universe is doing its best to throw us at the moment, so you better believe I’m gonna stay on the path that lets me be with the people I love!

Ideal Sunday

Wake up early, stay in bed, drink coffee, watch The Office. Also post- dance comp Sundays where you get to lounge around and feel sorry for yourself while you watch dance videos and eat brunch.

Fave podcasts/books

I’m vibing the Stevie Says Social podcast at the moment, and have been known to dive into Goal Digger by Jenna Kutcher. All time favourite book is You are a badass at making money by Jen Sincero.

Ultimate travel destination

South America is still the only place that truly calls to me! I went solo backpacking a few years ago, and have been to Chile twice now, and the dance clubs still call my name every once in a while! Best city= Buenos Aires, Best culture= Colombia, Best natural beauty= Peru.

Where can we find you online?



We hope you’re loving this interview series as much as we are! We are curious in nature, and very much enjoy learning the ins and outs of business and start up stories from other female entrepreneurs.

If you have another wonderful lady in mind that you’d like us to interview, drop a comment below or straight to


Until the next brew,


Team Rust


  1. Diving in Cyprus

    We are a family run dive centre in Cyprus, we love your content!

  2. oprol evorter

    I really like your blog.. very nice colors & theme. Did you design this website yourself or did you hire someone to do it for you? Plz reply as I’m looking to construct my own blog and would like to know where u got this from. many thanks


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Rust Creative helps women in their twenties fast-track finding their purpose. Through 1:1 coaching, group programs and specialised resources, we offer women clarity and direction so that they can ENJOY the most exciting decade of their lives. And tea, always tea.


The Rust Woman

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She's a savvy twenty-something looking for a safe space to he heard and supported. She's confident that she can achieve her goals, but she doesn't know how she'll get there – yet. She KNOWS she has a purpose but needs a helping hand to uncover it.