How often do you sit down and really hash out your quarterly goals with your content? If you said ‘never,’ you’re not alone. In this episode, we talk with Austen Tosone about how she’s grown her blog, “Keep Calm and Chiffon,” into her full-time job by treating it like she would any other career. She explains how she got started, the important role SEO has played in her growth, how she sees which keywords competitors are using, the importance of setting goals and why never burns a bridge. With a background in the publishing industry, Austen has been at the forefront of the pivot to digital content and is a true OG in the blogging field. Shop Waves Social merch: https://www.wavessocialpodcast.com/merch Show Notes:Who is Austen Tosone and how did she get started with her blog, “Keep Calm and Chiffon.”How did Austen leverage the blog in its early days to get internships at magazines?How does Austen make sure her content has served her audience’s needs over the years? Advice for someone starting a new blog. How to flip your audience from one platform to another. The importance of building content based on your customer acquisition strategy.  The basics of SEO every content creator should know. How to find what keywords your competitors are targeting. Cool thing’s Austen got to work on in the print industry. What Austen learned working at Nylon when it folded. How to pivot careers. How to pitch yourself as a content creator to brands. Does Austen still consider herself to be in the fashion and beauty niche?The importance of treating your content creation as a proper business. How Austen builds her goals around her fiscal year. How to evolve your content niche. The difference between creating content for growth and creating content for your current audience. Tips for landing paid brand deals.Why Austen doesn’t believe in burning bridges. Who Austen is seeing make waves online. Discussed in this episode:Austen’s Blog: https://www.keepcalmandchiffon.com/  Austen’s Instagram: @austentosoneLissette Calveiro on Waves Social: https://podcasts.apple.com/ca/podcast/waves-social-podcast/id1484888104?i=1000531689762 Moz: https://moz.com/ Keywords Everywhere: https://keywordseverywhere.com/ Marianna Hewitt: @marianna_hewittWaves Social with Mike (@mmmiiike) and Mitzi (@mmmitzi). For more from Arcade, follow us on Instagram and TikTok @helloarcade.BuzzcastKeep up to date on the latest podcasting tech & news with the folks at Buzzsprout!Listen on: Apple Podcasts   Waves with Mike (@mmmiiike) and Mitzi (@mmmitzi). For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/S6 - present Production by Morgan Berna, editing by Harrison Neef.