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.