Duru

Happy to announce that I’m now a trustee board member for the Centre for Investigative Journalism (CIJ), a global charity that trains and advocates for journalists in partnership with Goldsmiths, University of London. The 15-year-old me, who launched a local print magazine using her lunch money to tell community stories, without a clue where this desire for storytelling would all go, would be so happy. Over the past ten years, I’ve worked on thousands of stories and collaborated with great editors on investigations and campaigns. But none of that would have happened without the incredible mentors and training I received along the way. When I was 17, I poured my heart into a long application for the CIJ bursary, just hoping to attend their summer school. It changed everything. There, I learnt the fundamentals of data, using social media to find stories, and, more importantly, what it truly means to investigate and look for the detail. It was the first time I felt equipped with the skills and confidence to really take on bigger stories. This journey has come full circle, and I’m incredibly excited for what’s next. While I’m no longer working as an investigative journalist and have taken a completely different path as a freelance ghostwriter, helping my clients position themselves as thought leaders and understand the power of storytelling for their business, I’m excited to hopefully inspire more Gen Z journalists to explore investigative journalism and share insights on how to monetise our journalism skills outside of the traditional path of newsrooms. I'm Abbianca ex newspaper journalist freelance ghostwriter Duru

The biggest, life-changing moments almost never happen without taking risks. They come from: - Saying “yes” when you’re terrified - Putting your work out there for the world to see - Taking a shot even when you think no one’s watching When I was 17, I had no clue how to break into investigative journalism. Then I stumbled across a seminar run by a global charity that advocates for and trains journalists, a three-day deep dive into data. Fast forward eight years, and I’ve used what I learnt in that seminar to work on crime and corruption investigations for the Evening Standard, PA News Agency, and The Independent. Tonight, I’m attending my first board meeting for the same global charity that hosted that seminar. I’ll be focusing on how we can better equip Gen Z journalists with the knowledge, tools, and support they need to navigate the competitive and constantly changing journalism and media sector. This is a Full. Circle. Moment. for me. How did this happen? The director finds my work on LinkedIn, sends me an email, and we go for coffee and converse for a few weeks. And tonight? I’m sitting in front of them, sharing ideas. But here’s the thing, none of this would’ve happened if I hadn’t started putting myself out there online. No instant rewards, no overnight success. Just consistently sharing my thoughts, posting my work, and saying, “F it, I’ll take the chance.” The truth? You never know who’s watching. The snippet below from my documentary is from one of the last investigative pieces I worked on before stepping away from investigative journalism. Having lost both a family member and friend to knife crime, it’s always been important to me to explore that world from every angle. This documentary focused on girls who are associated with and coerced into criminal gangs, shedding light on an often-overlooked side of the issue While I may no longer be in the field, I’ve found new ways to monetise my writing skills beyond the traditional path, primarily through ghostwriting for business leaders, helping them establish themselves as thought leaders and better their storytelling to build a stronger personal brand (think founder-led content marketing). I'm also passionate about teaching and education, exploring the future of work in media, and how we can apply investigative and journalism skills across different industries, unlocking new opportunities. More on the charity soon! I'm Abbianca, ex newspaper journalist ghostwriter Duru

This is my two pence on why we’re seeing a rise in influencers turning to LinkedIn as a platform and why they should focus less on Instagram and more on newsletters. Around ten years ago, brands shifted their focus from celebrity endorsements to social media influencers with large followings. Fast forward to today, and we’re witnessing the rise of user-generated content (also known as UCG), where brands collaborate with everyday people like you and me, often with smaller followings, to create genuine, relatable content that can influence buying decisions. The truth is, that influencer marketing has been around for a long time, but our definition of who qualifies as an influencer has fundamentally changed. Part of the reason I believe this shift is happening is due to the current trend of deinfluencing. Consumers are now more discerning about their purchases, often turning to recommendations from friends and family on social media rather than solely relying on influencers. They are also gravitating toward influencers who seem more authentic and relatable. With the rise of UGC and a growing demand for “substance” over just pretty pictures, some influencers are starting to recognise that they need to adapt quickly. I’ve ghostwritten for several influencers, helping them establish themselves as thought leaders in the creator economy and lifestyle business space. One former client boasts 100k followers on Instagram and 33k subscribers on YouTube, but she was neglecting LinkedIn. Meanwhile, a current client, who has 14k followers and runs a cosmetic business, had never posted on LinkedIn and didn't have a newsletter for her customers. After years on Instagram, they wanted to take all their learnings and discuss them on a "more serious" platform where they could gain more opportunities. The reality is that there is much more to being an 'influencer' than most people realise. For those who succeed, it’s a full-fledged business, especially when they know where to invest their brand deal money wisely. From my conversations with influencers and their management, I predict we’ll see more of them, once perceived as “just” pretty faces, launching digital products and businesses, and increasingly turning to platforms like LinkedIn to showcase their business-savvy side. I also anticipate a surge in influencers building newsletters. Gone are the days when one could solely depend on a large following. Platforms like Instagram and TikTok could shut down tomorrow (we've seen this happen before, where people have been unable to access the platforms and post their ads), and suddenly, all those followers are gone. Emails, however, have been a reliable communication tool for years and aren’t going anywhere. Building email lists > IG followers I’m Abbianca Journalist + ghostwriter Duru Curious to get your thoughts. #marketing #influencermarketing #linkedIn #business

As someone who regularly interviews founders, investors, and business leaders, it's always interesting to hear what they would do differently if they could start all over again. Here are a few key takeaways from my conversations this week: Ex computer scientist turned founder Dayo spoke with me about her experience raising funds for her startup and the "rigorous" journey to its acquisition. 🖇 Acquisition Process: The acquisition by Noom Vibes involved extensive due diligence. Dayo emphasised the importance of building a company with integrity and ensuring that every aspect, from the tech to user data, is meticulously managed. 🖇 Listening to users: Dayo learnt that users often use a platform differently than intended. While she designed Wisdom for mentorship and networking, users focused on mindfulness and personal development. This shift required her to adapt the platform to meet users' needs. 🖇 Challenges in Funding: As a Black woman in tech, Dayo says she faced barriers in securing funding, including subtle biases and the need to prove her credibility more extensively than others. The traditional friends and family funding route was particularly challenging. I interviewed recent graduate Ina Jovicic, who experienced a robbery and the horrible experience led to the creation of her startup eNOugh 🔗 Personal Experience as a Catalyst: Ina Jovicic's personal experience inspired her to create a solution for a widespread issue. This led to the development of the eNOugh wearable device, which shows that sometimes how personal challenges can drive the best ideas. For the full articles check out these links: Read more about Dayo's journey here and what advice she'd give founders: https://lnkd.in/dUQn7U9B And Ina's https://lnkd.in/erUQuqkp I'm Abbi, a business journalist at UKTN and ghostwriter running a small biz Duru Dayo Akinrinade Ina Jovicic #startup #business

Our fear of other people’s opinions has become quite an irrational and unproductive obsession, preventing us from putting ourselves out there and reaching our full potential. The truth is people don't care as much as we think they do. And if they do - so what? The truth is, you can’t be an inspiring figure for some people without also being a joke to others. Some people will cringe while others will leave feeling motivated by your story. I’ve now ghostwritten for a range of people - from a managing partner at an advisory firm, a PhD scientist turned podcaster with a million listeners, a luxury beauty brand owner to a veteran journalist who spent 20 years presenting on national TV, and a biotech startup founder who wants to build his company in public (founder-led marketing). Before I could start ghostwriting their LinkedIn posts, newsletters, digital courses or books, we had to address the first hurdle - why they had waited so long to start building their professional personal brand. Despite working in different fields, they all shared one common experience: at some point, they were nervous about putting themselves out there. They convinced themselves that because they’re not 'influencers', they shouldn’t build a personal brand or share their lessons online. Despite their achievements, the idea of putting themselves out there remained daunting. After several sessions discussing the pros and cons of staying hidden, we had similar discussions about why, more than ever in this generation, there are more benefits than drawbacks to putting yourself out there online. The results from the content we're creating together are incredible, but what’s even better to see is their growth. Some of them are even posting content without my help! Some ghostwriters might get upset about this, but I love it. It shows they’re paying attention to what we discuss in our consulting sessions and are taking it on board for themselves. It made me realise something. Most of the world’s smartest or perhaps most accomplished people spend five, 10, 20, or even 30 years working in their respective industries, acquiring valuable knowledge, only to let it go to waste. What do I mean? The majority of these people reach retirement age without passing the baton of knowledge to the next generation. Sure, they might share insights with colleagues, a neighbour’s kid, or a persistent mentee. But those outside their immediate circle miss out, and as they say, knowledge is power. It can be the difference between a good decision and a bad one for someone out there. It’s often not intentional. Some don’t have the time, while others lack the know-how. For many, though, it’s the fear of being judged. I'm Abbianca, a business journalist at UKTN and a ghostwriter at Duru, my one woman ghostwriting agency that helps founders, investors, SMEs & senior executives with written content. I use my LinkedIn to post about careers, psychology & the business behind storytelling

I used to live above this pharmacy right here.. If you were to ask me what grit looks like, I'd say it's the belief (or perhaps delusion) that no matter what's happening around you, somehow things will work out and come together. We've all experienced some level of adversity. For some, the problems can feel so overwhelming that throwing in the towel seems like the only option. But for others, giving up - even when it looks like the only viable solution - is never on the table. I've been exploring the source of my own delusion—the belief that whatever I attempt will succeed. Even if it appears to fail, is it truly a failure if I've learnt more about myself and life in the process? Well, it all started in the flat above that pharmacy. My mum and I lived there for years. It holds both good and bad memories, but one that stays with me is my mum reminding me each year that it was only a matter of time before we had a three-bedroom house with a garden for me to play in. We got the house in the end. She was a student studying to be a radiographer, balancing being a mum and working at a care home that paid her practically nothing. How could she see so far ahead when things looked pretty bleak (at least to me)? She'll tell you it was her faith, which is true. But I'd also add that it was her serious level of grit—a mix of perseverance and passion. A passion for what exactly? To have something that belongs to you, that is truly your own. After all, faith without hard work is dead. Throughout my career, things haven't always been smooth but eventually things worked out - from securing a news reporter role at 18 without going to university to working on award-winning investigations. I imagine as I grow my solo ghostwriting agency, Duru, (supporting businesses, CEOs and others with their storytelling) there will be hurdles along the way. But one of the things that keeps me hopeful is the story of that flat. Life is truly about how far you can see. What are you choosing to see, and how is it impacting how you navigate things? If you choose only to look at the thorns in front of you, you'll miss the blooming tree just ahead. I'm Abbianca, a tech business journalist and founder of ghostwriting business Duru I use LinkedIn for storytelling - mainly discussing the future of work, psychology and mindset 👩🏾💼

Music piracy, securing licensing agreements, and entering a competitive market are just some of the hurdles Daniel Ek and Martin Lorentzon had to overcome to make Spotify a success. Repost or comment if you found this interesting ♻ Duru, a one person content agency helping businesses, founders and freelancers with storytelling. The last page on the carousel tells you more about what I do 👀

Content is non-negotiable. It's the backbone of your business strategy. It isn't just a "nice to have"; it's a necessity. The amount of people who still don't understand this is baffling. Here are a few facts about content on LinkedIn, newsletters/email marketing, and website blogs: ⚠  LinkedIn content generates higher engagement rates compared to other social platforms, with 60% of LinkedIn users engaging with industry insights and 53% with company news (LinkedIn). ⚠ LinkedIn leads have a conversion rate of 2.74%, which is higher than Twitter (0.69%) and Facebook (0.77%) (HubSpot). ⚠ Did you know that for every $1 spent on email marketing (such as newsletters), the average return is $42? (DMA, 2019). ⚠ Email marketing boasts a median ROI of 122%, which is four times higher than other marketing formats, including social media and paid search (eMarketer, 2016). ⚠ Engaging content builds a loyal audience. 49% of consumers want to receive quality emails from their favourite brands weekly (Statista, 2020). ⚠ Expertly crafted content establishes your business as a thought leader. 82% of marketers who blog daily acquired a customer using their blog, compared to 57% of marketers who blog monthly (HubSpot).

In 2008, Airbnb faced a significant challenge: convincing people to stay in strangers’ homes. The concept was new, trust was low, and marketing resources were limited. So, how did they overcome these hurdles? Through the power of storytelling. ⤵