Skip to content
Stuck for content ideas?
Here's your solution
Fresh Creative Mix

Fresh Creative Mix

For businesses that serve home owners & hobbyists

  • Home
  • Start Here
  • About
    • About
    • Let’s work together
    • Contact
  • Content Services
  • Tips & Actions
Fresh Creative Mix
Fresh Creative Mix
For businesses that serve home owners & hobbyists
November 15, 2022June 1, 2023
Home / Digital Marketing Strategy / Build your content in layers, on a good foundation

Build your content in layers, on a good foundation

Digital Marketing Strategy

Content creation can be overwhelming, but it doesn’t have to be

Part of your overall digital strategy is the foundation that underlies your content. A structure makes all the difference, both to you as a creator and for your customers.

A good content foundation means a place to access your content, a way to tell people it exists, and systems in place to follow up and make an offer.

What’s inside

  • Make good content that’s unique to your business
  • Stay in front of your fans with layered content built steadily over time and on purpose
  • Your strategic foundation helps when it comes to outsourcing

Make good content that’s unique to your business

What you create is one of a kind. And that includes your business itself. You’re not like everybody else.

Sure, you might have a similar business model or share some of the same audience, but that doesn’t mean your needs are exactly the same.

This is especially true when you’re thinking about moving part of your business online, or improving what’s already there. Your solutions depend on your budget, the level of success you’ve had so far, whether you’re a one-person operation or have a few other people on your team, and your personal preferences.

The online tools you use, the social media platforms you choose, and the kind of content you provide are all based on what you sell and the people for whom you create it.

That said, there is one thing all creatives have in common that gives you an advantage.

The heart of every creative niche business is its devoted following

Your business exists because there are people who love your work and tell their friends about you, whether you’re an interior designer, a pottery teacher, or an expert woodworker. These are the people who become repeat customers, and they’re the key to continued success.

That’s why it’s absolutely vital to make sure you show up in front of them regularly.

Stay in front of your fans with layered content built steadily over time and on purpose

A cohesive plan that layers on content, bit by bit, is what will keep you in front of your audience. It’s the process that allows frequent sharing and engagement to happen, so that instead of a single blip on the radar you’re like a heartbeat, regular and consistent, and alive to folks who might otherwise forget you exist.

Tailor your tactics and tools to your uniqueness, and focus your big-picture strategy on building an audience and fan base. Integrate your personal appearances with your online presence in order to build both.

Put in place a structure that will help you organize your efforts, so you don’t have to guess about the next step you need to take. Have a smart strategy and publishing plan so you know what is the next step, then follow it through. These are the two most valuable things you can do to make digital marketing efforts pay off.

Plan a content ecosystem, not a series of campaigns

This layering approach is what makes marketing online just as effective for small businesses as for huge corporations. It’s even part of the main advantage small creative businesses have over larger operations when it comes to building a devoted following.

If you’re an artist, designer, or a small artisanal maker business, like a jewelry maker, quilter, or potter, and you want to take the DIY approach, you can add a blog post every week, spend a few minutes on social media each day, and send out a weekly email without becoming hopelessly overwhelmed.

Or, maybe you keep the personal engagement on social media and hire out the rest. With a good foundation in place, you can pick and choose who does the ongoing tasks.

Your strategic foundation helps when it comes to outsourcing

Here’s the thing that can stop you: if you don’t have a solid foundation, it’s impossible to layer the content properly and hard to get someone else to help in any kind of meaningful way. Anyone you bring in to help with content management and production builds on the existing foundation. If you don’t have one in place, then it needs to be built before any real work can be done.

Elements of a solid content foundation

  • A place for readers to access your content, such as a blog, podcast, or video channel.
  • A way to tell them it exists, which may include social media platforms, email, ads, and an outreach plan so others promote your content.
  • Defined paths from content to offers
  • Systems in place to follow up with engagement and stay in contact: email, social media, and online community groups.

Need help with marketing content?

Get a hybrid blend of consulting and service, mixed up however you need it.

  • Get the strategy that makes content work
  • Make each idea go further. Multiply!
  • Publish with confidence
  • Connect and engage with email
Let’s Work Together

Post Tags: #Content Marketing#Content Strategy

Browse by Category

  • Content Planning and Creation
  • Digital Marketing Strategy
  • Mindset and Habits

Content Management for Creatives

Hi, I'm Susan. If you're a designer, maker, or teacher, I help you get the right mix of content to build an audience and promote your business, all while maintaining your unique voice. How to work with me.

Recent Posts

  • Beyond Core Creative Work: How To Get Marketing Done
  • Add sales copy so readers act on your great content
  • Where Should You Focus Your Sales Efforts? In Person or Online?
  • Anatomy of a content plan
  • Beyond social media: amplify your online presence
  • What’s your problem with content marketing?
  • Build your content in layers, on a good foundation
  • Break Through Content Creative Block With One Simple Tweak
  • Feed your crocodiles: Give your audience what they crave
  • Unlearn marketing and reboot back to creative
  • Creative Energy and Your Marketing Schedule

Get the Creative Blender Newsletter

  • Privacy Policy

© 2023 Fresh Mix Communications • Lakeshore, Ontario, Canada

  • Home
  • Start Here
  • Tips & Actions
  • About
  • Let’s work together
  • Contact