Nina Rubesa’s Thirst For Books and Author Brands

If you are anything like me, when you meet U.K.-based Nina Rubesa you’ll immediately be captured by her energetic, bubbly nature. As the founder of Books Into Content, she supports authors in turning their books into a 12-month content plan that builds their personal brand. She is also an actress and writer who finds herself continually immersed in cool projects. 

Recently, I had the pleasure of chatting with Nina about her life journey, insatiable reading interests, and desire to help authors raise their brand cadence to new heights. Here’s what she had to share: 

Please tell us a little bit about your life journey

I was born in Switzerland to a Croatian/Canadian father and a Dutch/Belgian mother. We moved around a lot when I was a kid so I wasn't in the same school for more than 2 years. The roughest move was after my parents divorced and my mom took us from Los Angeles to Antwerp Belgium where we couldn't afford an international school. At 11 years old I started going to a Dutch-speaking school and had to learn this new language very quickly. 

That sounds like a huge transition. So how did you cope? 

As a shy kid, I found a lot of solace in immersing myself in new worlds and finding ways for the world to see me through reading, songwriting, and acting. 

Interesting. Can you share more? 

I studied the music business at university and worked in the music industry for a while with CAA, Universal Music, and ATC Management. I managed an indie rock band who I was certain would be the next Libertines and organized a showcase for up-and-coming artists too. In particular, working at ATC Management was a dream role. I got to manage a campaign for a new artist along with the 6 figure budget which is very rare.

What was next for you?

After that, I started a podcast production business with my partner at the time. Then COVID hit. I then left the business and my relationship ended. I had no money in my bank (I couldn't even afford a train ticket to visit my dad) and I was very much a shell of myself.

So what did you do to survive? 

I eventually went to Croatia where I spent 10 weeks completely on my own working through the past year and reconnecting to myself. I had taken a telesales job that I was so grateful to have. But after all I'd done and knowing all my skills it felt like I was going backwards. It very much felt like I'd hit a rock bottom.

How then did “Content Into Books” emerge?  

That’s a great question. During the pandemic lockdown, I'd been asked by a friend to help her pull out content from her book. Because of that, I was invited to speak on a Facebook live event about the service. Then off the back of that suddenly had 6 clients. 

WOW! What happened next?

Because of this success, I was able to leave my telesales job and move back to London. I've been developing that service ever since. 

And how’s it been going? 

Great! I've now worked with 16 authors! I love reading and understand content really well.  So it's kinda a dream job.

On the side I'm also an actress and writer myself, aiming to build my own production company where I can develop media and tell the stories I believe are important. 

For any authors who are reading this, can you describe the value proposition you offer through “Books Into Content?”   

After spending 9 years studying the great Youtubers and influencers online I witnessed the lack of understanding of the importance of content in music (and most businesses). They're willing to spend over £5000 a month for a PR person and social media team to come on board for a short-term campaign but the long-term content strategy gets very little love.

All great channels have been successful because they offer their audience immense value, consistently. They also expect nothing in return. Then once you've earned their trust (yes, it needs to be earned!) It is at that point that you can ask for something. I see lots of people do it backward. In other words, they launch something and only then use social media. This leads to frustration as a result of seeing no results.

Why do you enjoy working with these sorts of authors? 

What I love about authors is they all have a strong message they're trying to spread. So I knew I could support these people with building the foundations of their channels.

What superficially do you offer them? 

Here’s my solution. I read their book and pulled out 12 months’ worth of content. This includes 50 video titles and 250 quotes/tweets/carousels as well as provide additional resources on how to film and script video. I assist them in setting up a workflow so they spend as little time as possible on it. And I also provide them with a list of graphic designers they can turn to if you don't have one, a digital optimization guide, a 3 step process to building a personal brand and a 1-hour marketing session where we go through the deliverables as well as discuss how to make the content support their business goals.

And all with the aim of? 

The aim is for the author to position themselves as a thought leader online so they can attract higher paid speaking gigs at events and on podcast shows. I help them seek out more aligned clients and dream collaborations. Creating this sort of audience will also provide them with loyal fans ready to purchase future books or courses.

Now let’s turn to you personally. Can you share with us your own book and reading interests?

The first books I fell in love with were all about fairies and magic. I would sit and devour Harry Potter in a day or two. There was also a kid’s book called The Balloon Tree which was a favourite too.

Then in my late teens as I left home I became very interested in self-development, psychology and mindset. As a shy kid when I read How To Win Friends and Influence People it really shifted the way I engaged with people and helped me become more confident. Lots of books in fact did that. That’s the magic of books and why I love working with authors. Because most are non-fiction, I know that their content is going to change people’s lives.

Are there any other books that have had a particular impact on your life? 

My stepmom gifted me Born To Win, a book on transactional analysis which to this day I return to whenever I need a refresher. I believe that one of the biggest gifts we can give ourselves is understanding our own minds and why we do what we do. The years up until you're 7 years old is when your brain is being programmed by what you're witnessing in your family. You then begin to subconsciously play out the same patterns throughout your life. When you can identify this, suddenly you have the awareness you need to shift those beliefs so they support you rather than hold you back.

 Is there a favorite bookstore that you like to hang out at? 

Bookstores are among my favorite places in the world! I love the Waterstones Piccadilly here in London. When I was a kid my father would always treat us by taking us to the bookstore and we'd hang out there for hours. 

Do you have a preference for hardback/paperback, digital, or audiobooks? 

When I have a choice, I always go for paperbacks. And over the past few years, I have gotten into audiobooks too. Because I have 4 boxes of books I've collected and carried with me over the years, I thought this would be a way to slightly reduce that. Sometimes I prefer audiobooks when it's an autobiography and the author narrates it. Matthew McConaughey's Greenlights for example was such a delight to listen to!

Finally, what book or books are you itching to read before 2021 concludes?

On the non-fiction side of things, I'd like to read Sham Durek's Spirit Hacking, A Hero with a Thousand Faces, and Smart Women Finish Rich. Then on the fiction side of things, I'd like to finally get a chance to read One Hundred Years of Solitude.

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If you are interested in continuing this conversation with Nina, be sure to email her at nyrubesa@gmail.com