Less noise. More intention.

The Inara Edit: Content

Better content starts with knowing what it's meant to do.

A practical, self-paced course to help you plan, create and communicate through content that reflects your business, builds trust and supports growth.

Get the course — $249 → See what's inside ↓

Launch offerSave $50 on the Content course with the code INARA50 at checkout.

Available now · Instant access · One payment, yours to keep

✓ Built for founder-led businesses
✓ Strategy before posting
✓ Practical, not overwhelming

The problem

Which one of these is you?

It's rarely a lack of effort. It's a lack of direction and structure. If you recognise yourself in two or more of these, this course was written for you. If you don't, it probably isn't the right thing — and we'd rather say so now.

01
I'm posting, but I don't know what it's achieving.

Content works when each piece has a job — to be found, to be understood, to be believed, or to be acted on. The course starts by deciding what each piece is for.

02
My business is better than how it looks online.

That gap is perception, and it's fixable. Most of it comes down to how things are shot, how they're written, and whether your presence looks considered or accidental.

03
I struggle to explain what makes us different.

If you can't say it in a sentence, your customers can't either. The course opens with positioning and messaging, so everything after it says the same thing.

04
I know I need to show up, but I have no system.

Consistency is a structure problem, not a discipline problem. A planned month and a batch method mean it stops depending on finding time or inspiration.

05
I'm always creating content at the last minute.

Deciding at 8pm is what makes it feel relentless. Decide once a month instead, and the work becomes execution rather than invention.

06
I want content that builds trust, not just views.

Views are the easiest thing to measure and the least useful on their own. The course follows the customer journey — discovery, trust, consideration, conversion.

A better way to create

You don't need to post more.
You need a process.

Most founder-led businesses aren't struggling because they post too little. They're struggling because there's a gap between how good the business actually is and how it's understood. Content is where that gap shows up first.

This is the part of the job Inara explains in nearly every engagement, written down properly so you can run it without us.

01ClarityKnow what the business needs, who you're speaking to, and why they should choose you
02StructurePillars, a plan and a rhythm you can hold on a busy week
03GrowthWrite it, film it, publish it — then work out what actually moved

What you'll learn

Everything you need.
Nothing you don't.

Eight modules in the order you'd actually work through them, plus a bonus on using AI. Written and interactive — pages you read, fill in and keep.

01 / Foundation

Your Strategy

Your business goal, your best-fit customer, your positioning and your customer journey — worked out in a workbook that writes itself up into a finished strategy.

02 / Direction

Your Content Direction

Four content pillars built from your own business, a bank of thirty ideas, and how to choose the right format for each one.

03 / Rhythm

The Planner

A realistic thirty-day plan and a weekly routine that survives a busy week, with a batch method that films it in four sittings.

04 / Words

Writing Your Content

Two lessons. Hooks and captions first — twenty hooks and fifteen templates. Then scripts: a six-part structure, and a builder that saves as you write.

05 / Camera

Filming

Light, sound, framing and the five shots to get every time — plus talking to camera, and how to batch a month in one afternoon.

06 / Finishing

Editing

A repeatable twenty-minute edit in the order that works, then pacing, captions, music and covers that read at thumbnail size.

07 / Reach

Publishing & Distribution

Getting found rather than just posted — descriptions and keywords, one idea in five places, and what to do in the hour after you publish.

08 / Proof

Measure & Improve

Which numbers mean something and which to ignore, and a monthly review that makes next month's plan better than this month's.

Bonus / Smarter tools

Using AI

Sixteen prompts grouped by stage, and how to give AI your business context without losing your own voice.

The course experience

Read it.
Fill it in.
Make it yours.

Work through each lesson, then use the tools on the same page to turn what you've learned into content for your business. Seven of them, and they save as you type.

No videos to sit through. It opens in your browser on any device, and every page prints if you'd rather have it on paper.

Get the course →
the-inara-edit — Module 01
Module 01, Your Strategy — a real page from the course
Actual screenYour Strategy

01

Your Strategy

Type your positioning straight into the page and it saves as you go. By the end you have your audience, your message and your next ninety days in one place.

Your Content Direction

02

Your Content Direction

Four content pillars built from your own business, and forty-six prompts, so you're drawing on what you already know instead of starting from a blank screen.

Actual screenThe Planner

03

The Planner

Your month on one page — which days are reels, which are carousels, and which are reset days where you post nothing at all.

Actual screenHooks and Captions

04a

Hooks & Captions

Fifteen caption templates you finish in your own words. Tap any one to copy it, then delete the scaffolding.

Actual screenScripts

04b

Scripts

The script builder: six parts of a sixty-second video, saved as you write, then copied to your phone to film from.

Filming

05

Filming

Light, sound, framing and the five shots to get every time — with a checklist to run before you press record.

Editing

06

Editing

A repeatable twenty-minute edit in the order that actually works, from first cut to captions and export.

Actual screenPublishing and Distribution

07

Publishing & Distribution

Covers that survive the crop, captions people can find months later, and a publishing routine you write down once.

Actual screenMeasure and Improve

08

Measure & Improve

A monthly review you fill in on screen — what moved, what each pillar did, and the one thing to change next month.

Using AI

Bonus

Using AI

How to use ChatGPT or Claude to sharpen what you already know, without losing your own voice.

Scroll to see all ten lessons, in the order you work through them. The ones marked actual screen are real pages from inside the course, filled in with a sample business. The rest are illustrative.

By the end

What you'll be able to do

Not a folder of templates. A way of working that you keep — and a month of content already made by the time you finish.

01

Know what your marketing is for

Set one business result for the next ninety days, and how you'll know it moved — so content stops being a thing you do and starts being a thing that works.

02

Describe your customer properly

Who they are, what changed that made them need you, the three questions they ask first, and what quietly stops them going ahead.

03

Say why someone should choose you

One positioning sentence you can say out loud, three core messages worth repeating, and the proof that makes them believable.

04

See where you're losing people

Map your customer journey from discovery to loyalty, find the weakest stage, and fix one thing that has nothing to do with posting more.

05

Always have something to say

Four content pillars built from your own business, a bank of thirty ideas, and a way of choosing the right format for each one.

06

Plan a month you can actually keep

A realistic thirty-day plan and a weekly routine that survives a busy week — because consistency is structure, not discipline.

07

Write and film it yourself

Five finished captions and three scripts in your own voice, then light, sound and framing on the phone you already own — and a twenty-minute edit.

08

Publish it, then know if it worked

Covers and captions that get found, a publishing routine you write down once, and a monthly review that tells you what to change next.

Who it's for

Be honest with yourself on this one

This is for you if

  • You run a service or founder-led business and you're the face of it
  • You've got a phone and about an hour a week
  • You've started and stopped posting more than once
  • You'd rather have a system than more motivation
  • You want it to sound like you, not like everyone else
  • You're willing to work through it properly before judging it

Give it a miss if

  • You want it done for you — the Edit is for doing it yourself
  • You're chasing views rather than building trust
  • You already have a content system that's working
  • You're hoping for trends and dances. There are none in here
  • You want someone to promise you a number. We won't
Maxine Edwards, Founder and Creative Director of Inara Collective

Maxine Edwards · Founder & Creative Director

Who built it

Written by Maxine Edwards

Our Founder and Creative Director. Inara Collective is a strategy-led studio connecting marketing, communication and business systems for founder-led businesses in New Zealand.

Before Inara, Maxine spent six years running her own interior design studio — where she learned that how good something is and how it's understood are two different problems.

Our work is about finding what's disconnected — unclear positioning, marketing that doesn't join up, a customer journey that isn't building trust — bringing clarity to how a business communicates, and building the structure that supports growth. The Inara Edit makes that thinking available to business owners who'd rather learn it and run it themselves.

The calm in the noise.

Inara Collective · Auckland, New Zealand

Choose your Edit

Ready to create with direction?

One course. Two ways to do it. Available now · one payment · permanent access · no subscription.

Start here

The Inara Edit: Content

$249 NZD

Including GST

Learn the whole process and build it yourself, at your own pace.

Launch offerSave $50 on this course — enter INARA50 at checkout.

  • All eight modules plus the bonus, at your own pace
  • Seven interactive tools — strategy workbook, pillar builder, planner, caption and script builders, filming plan and monthly review
  • A bonus guide on using AI without losing your voice
  • Permanent access with your own login
  • Print or save any page as a PDF
  • Every future update included, free
Get the Content course →

One payment · instant access

Personalised direction

Content + Strategy Session

$449 NZD

Including GST

Everything in Content, plus Maxine's personal review of your business — and exactly where to focus next.

  • Everything in the Content course — exactly the same, in full
  • A personal audit of your business, marketing and communication
  • A 60-minute one-to-one session with Maxine Edwards
  • What's working, what's missing, and where your biggest opportunities are
  • Clear priorities — what to focus on first, and why
  • Book your time straight after checkout

$200 more than Content — for Maxine's personal time, an outside perspective on your business, and a clear answer on what to focus on first.

Get Content + Strategy Session →

One payment · instant access

How access works

Three steps, about two minutes

01

Pay

Stripe handles it. You'll get a GST receipt by email straight away.

02

Choose a password

An email lands within a minute with a link to set your login. That's the only setup there is.

03

Start with your strategy

Your strategy workbook, about an hour. Everything else in the course gets easier once those are answered.

No downloads to lose, no folder of PDFs. It lives in your browser and it's there whenever you need it.

Questions

A few things you might be wondering.

Still not sure? Email maxine@inaracollective.co.nz and tell us about your business — we'll tell you honestly whether it will help.

How do I get access after paying?

Straight away. As soon as your payment goes through you'll get an email with a link to choose your password, and you're in. After that you sign in from any device and everything is there.

Are there video lessons?

No, and we'd rather be straight about it. This is a written course with interactive worksheets, builders and templates — pages you read, fill in and use, on any device. There are diagrams where they help, and the filming and editing guides show you exactly what to do, but there's nothing to sit and watch.

What's the difference between the $249 and the $449?

The course is exactly the same in both — all eight modules, every tool, worksheet and template. Content + Strategy Session adds personalised direction for your business. Before the call, Maxine audits your business, marketing and communication to find what's working, what's missing and where your biggest opportunities are. Then you spend 60 minutes one-to-one together, and you leave knowing what to prioritise, where to focus, and the practical steps you can start on straight away. You book your time right after checkout.

Do I need any equipment?

A phone. That's genuinely it. There are notes on what to buy if you decide to later, and permission to ignore them for now.

What format is it in?

Web pages you open in your browser, on any device. Each one prints cleanly to PDF if you'd rather have it on paper. No app, no download, nothing to install.

Is this only for Instagram?

No. The filming, script, editing and caption guides apply anywhere vertical video lives — Instagram, TikTok, LinkedIn, Facebook. The planner is built around three posts a week wherever your people actually are.

I hate being on camera. Will this help?

There's a section on exactly that, and about a third of the prompts don't need your face at all. The short version: everyone hates it for the first twenty videos, then it stops.

How long until I see something change?

That depends on your business, your market and how consistently you use it — anyone promising you a timeframe is guessing. What the course does is tell you which signals to watch: saves, replies, profile visits, enquiries. Give it a couple of months before you judge it.

Why is it $249 and not $29?

Because it isn't a list of tips. It's the thinking we use with clients — positioning, messaging, planning and production — written down as a course you can work through yourself, at a fraction of what that work costs as a project.

Can I get a refund?

Because The Inara Edit is a digital course with immediate access to its learning materials and resources, we generally don't offer refunds for a change of mind. If something isn't working as described, or you have an issue with your purchase, please get in touch — we'll look into it and honour your rights under New Zealand consumer law. And if you're on the fence before buying, email us and tell us about your business; we'll tell you honestly whether it will help, even if the answer is no.

Can I put it through the business?

The Inara Edit may be a deductible business expense if you're buying it for business purposes, depending on your circumstances — we recommend checking with your accountant. You'll get a GST receipt at checkout either way.

The Inara Edit: Content

You've worked hard to build your business. Let's help people see it.

Get started — from $249 →

Available now · One payment · Permanent access