Today’s post is guest post by Max Greene over at Muffin Marketing. He offers creatives and other small businesses marketing tips and blogging advice. Be sure to read this post then go check out his blog.
Content Marketing For Creatives
The internet has, without a doubt, transformed the landscape of creatives. No longer do we have to share our creations with only our friends and family, nor do we have to wait for an exhibition or open mic night for a chance to put our work on display. Thanks to sites like DeviantArt, Behance, YouTube and SoundCloud, it’s easy to show the world what we’ve been creating – and get some recognition for it.
Another way of sharing our work with the world is through blogging. Content marketing is already used by big businesses, with more than two million blog posts published every day, but you can adapt their practices to your own work. Below, we’ve rounded up five reasons why content marketing can play an important role in the life of a creative.
Promotes your Creative work
Perhaps the biggest benefit of content marketing is that it can promote your work and your craft to a whole new audience online. This is especially important if you want to sell your creative work, or you want to accept commissions from businesses and individuals. Having a platform where you can write about what you do helps you to grow your audience, builds your “personal brand” and positions yourself as an authority in your industry.
If you create artwork using water paints, for example, then you could create a series of blog posts on how best to create water paint art, and share examples of your own work as you go, like Kelogsloops does on their YouTube channel.
This form of marketing is subtle – rather than pushing your products and services down your audiences’ throats, you’re offering them valuable information and encouraging them to find out more about what you do without directly advertising your business. It’s win-win.
Another huge benefit of promoting your work through content marketing is cost. Working in a creative industry can be tough – you don’t always know where your next commission will come from and it can be months between jobs. Having a (relatively) free form of promotion can keep your business ticking over and help you on your road to success.
Helps explain what you do as a Creative
No matter how impressive your work is, sometimes it’s hard to explain exactly what you do to potential customers, never mind to friends and family. Having a creative outlet in the form of blogging can give you a voice and help you demonstrate and articulate your craft.
One of the best ways to do this is through creative informative and educational content. In content marketing, tutorials, how-to guides and infographics can prove incredibly popular, attracting attention from wannabe creatives and other bloggers who are happy to link back to your content as a valuable resource. And, of course, every backlink you get increases the authority of your domain name, positions you as an “authority figure” in your industry and helps you rank higher on Google for terms related to your creative niche.
Working on your own has a wide range of benefits. From a professional perspective, remote work can save companies thousands in office costs and improve loyalty and job satisfaction, and for freelancers and creatives, the benefits are similar. Not only do you get freedom over what you do and create, but you get to do so from the comfort of your own home.
And that’s great – it’s the way the majority of creatives choose to work. But after a while, working alone can get lonely, and so building and maintaining relationships with like-minded individuals can help increase your confidence, morale and communication skills. Offline networking events can help, but content marketing and blogging can be another “community builder”.
Writing content on a regular basis allows you to build your own community online – people will visit your blog once a week and leave a comment on your latest post, and you can do the same for them. Social media plays a role, too, allowing you to network with people in your niche (and, indeed, other niches), all while keeping the focus on your work.
Guest blogging is another way content marketing can aid your creativity and build relationships. Publishing content on another blogger’s website will open your work up to thousands of potential readers, visitors and customers, all while building relationships with creating a space online where you can chat, hang out and provide support to one another.
Having your work featured in an art gallery or published is great for your portfolio and your confidence, but there’s something uniquely satisfying about receiving comments and compliments directly. Blogging gives you the platform to make that happen every day.
When you blog about your work (whether you write about your creative processes or you use your blog as a portfolio of work), your fans and visitors will be able to interact with what you do. They’ll share your work on social media, comment on your latest creations and reach out to you to let you know what they think. And that one-on-one audience interaction is valuable as a creative, as it gives you confidence and inspiration for new creative projects.
Inspires you to create more
As a creative, maintaining a blog may sound like a whole load of hassle that you don’t want or have time for. But blogging can inspire you to create more content, adapt your work to reach new audiences and collaborate with other creatives who also share their work online. In fact, it’s almost guaranteed that content marketing will change the way you work on your creative projects, as you’ll be forced to think about them in a different way and listen to other people’s opinions and ideas of what you do. If you care about improving your craft, then content is, quite clearly, a valuable way to see your ideas through a new pair of eyes.
There’s no doubting that content marketing is a minefield. The chances are that you won’t be able to nail the whole “blogging thing” overnight – it’ll take time and patience to perfect. But isn’t that the whole point of being a creative? Learning things as you go, experimenting with ideas and growing as an individual? So sign up for a blog and get cracking – you’ll be glad you did.
Max Greene is Managing Director of Muffin Marketing. Passionate about small business search engine optimisation, social media management and content writing.
(Note: If you are interested in guest posting on this blog, please contact Elle with your blog idea aimed at creatives. I’d love to hear it!)