This month we chat to Zissy Lewin, writer, recipe developer, food stylist and MD at Nutreats.co.za, an online resource to healthy living and a digital content creation studio. A firm believer that healthy living is simple and attainable, Nutreats was created to share content that is all encompassing, inspires action, and showcases brands, products and books in a tangible way. With her love for recipe development, food styling and fitness, she gets a kick out of creating high quality food and fitness related content for brands in the health, wellness and lifestyle industry.
Describe yourself in 3 words
curious, fast, creative
What made you decide to start your own business?
I had an idea and wanted to see it through. My attitude has always been to just jump in, try things and act on ideas. If it works amazing and if not, you have experience and a good story to tell.
Describe the typical Nutreats reader
We have such a wonderfully diverse readership, but the common ground is that they have an appreciation for well-researched content. Demographically, our average reader is over 30, South African and loves physical activity, wellness, reading and of course food.
How would you describe your content strategy?
We always look to create content that leaves our readers with their cups full and has value.
Our content strategy looks at healthy living as all-encompassing and this comes out in our content pillars which include mental and physical fitness, food and nutrition, beauty and home, self-growth, and learning. We’ve developed a knack for spotting trends, finding them locally and trying them out before they hit mainstream, sharing with our readers, and becoming a place to go to if you want to know the latest in wellness, food, books and fitness.
How do you attract new visitors?
Good quality content that is current and has a strong SEO backbone. In addition, we have always put a big focus on people and sharing their stories – whether it’s brands, athletes or people that have a story to share. We’ve always loved that story sharing aspect and it’s exposed us to new audiences and people that become loyal readers.
Every great website should have….
An easy to find search button.
How do you work with Affiliate Marketing/Advertising?
We utilise affiliate marketing for banner ads as well as through shoppable links within articles that allow readers to purchase things we use and love. Affiliate marketing is still young in South Africa, and we would love to see more brands adopt it.
What have been your highest highs and lowest lows on the journey of building your online business?
Nutreats today is very different from what it was when we started out. We started as an online store selling sports nutrition and pivoted to being a hub of wellness and lifestyle content. Making the decision to pivot the entire business was both our lowest low and the highest high. Accepting and acknowledging when something isn’t working is both difficult and freeing.
The world is a very different place now from what it was 18 months ago. Has it changed the way you do or think about business?
Business before was very location based. Location matters less and it’s opened us up to being able to work with international clients as well as clients around the country. We’ve become more flexible and more focused on the immediate – looking ahead a month or two at a time instead of a year – which works better with the current uncertainty. Content wise, we’ve focused more on the home – things that people can do to enhance their lives within their own space.
Where will Nutreats be in 5 years from now?
Our vision for Nutreats is to be the best and biggest online wellness and lifestyle destination in South Africa that also has a physical presence in the form of products and events.