Simply the opposite day, I got here throughout an artist’s reel that stated, “I make artwork, not content material.” Whereas that stance may appear cool for a few of us rebellious souls, approaching what you put up on social media as content material isn’t that unhealthy of a factor.
For floor designers, content material advertising and marketing isn’t only a buzzword — it’s really an vital technique to construct model consciousness, appeal to purchasers, and showcase your portfolio, merchandise, and providers. In an trade the place graphics are deemed a necessity, utilizing efficient content material advertising and marketing to enhance your artwork can work to your benefit.

What’s Content material Advertising?
Keep in mind, with out good content material, there is no such thing as a good advertising and marketing. Content material advertising and marketing nowadays is an integral a part of a variety of promoting approaches. Need to run an advert marketing campaign? It is advisable know the proper phrases to say. Planning on publishing a YouTube video? It is advisable have a stellar script whereas making certain you consider Search engine optimisation. Must ace your Search engine optimisation technique? It is advisable have nice content material to impress the various search engines.
For illustrators and floor sample designers, content material advertising and marketing may also help deliver your portfolio to life. Now you may surprise the place content material suits in when a design portfolio is visible in nature. Right here’s one factor we frequently get flawed: content material isn’t simply textual content. Photos, audio, and movies are additionally thought-about content material.
In keeping with a report by Demand Metric, 90% of entrepreneurs guarantee they embrace content material of their advertising and marketing technique.
When you’re sending out newsletters to artwork administrators, it’s good to know what to say in your emails, have a constant schedule, and have all of it deliberate out. When you’re planning to draw potential purchasers to your web site, it’s good to assist your pictures with content material that’s Search engine optimisation-friendly and may organically drive visitors to your web site.
An efficient content material advertising and marketing strategy may allow you to be a magnet for the viewers you need to goal.
Consider it this manner: when you share Instagram posts the place you’re providing a useful design tip, you’ll be attracting fellow designers. If that’s your target market, good job!
However if you wish to appeal to artwork administrators or artwork brokers to your account, it’s good to throw in mixture of content material that showcases your designs and a peek into your ideation and design course of.
Associated Article: 5 Advertising Ideas for Floor Designers
What Type of Content material Can You Create as a Floor Designer?
Listed below are some methods to include content material into your advertising and marketing technique.
Weblog Posts
You probably have a weblog, don’t simply prohibit it to being a spot the place you put up a brand new assortment or a collaboration and write a few traces about it. Take into consideration how one can add worth to a weblog put up.
You don’t essentially have to write down an in depth how-to-do-something put up. Even behind-the-scenes tales or the way you got here up with inspiration for the gathering will be attention-grabbing. These can educate your viewers, showcase your experience, and add a private contact to your weblog put up.
Social Media Content material
You don’t should be a prolific author to create content material on Instagram or Pinterest. Just a bit little bit of textual content that pulls your viewers in, both within the captions or as overlays in your reels generally is a good strategy to get began.
Movies
When you’re extra snug with visible content material, exhibit your content material advertising and marketing abilities in tutorials, timelapses of your design course of, and studio excursions that hold your viewers engaged.
Newsletters
Common updates with unique content material for subscribers, together with lead magnets, promotions, updates about your latest collections, and a better take a look at your distinctive design course of, may also help construct a loyal neighborhood. Select a schedule that works for you and check out a routine that you could persist with in the long term.

Growing a Content material Technique
Whereas making a content material technique sounds daunting, it isn’t really that overwhelming. Listed below are a couple of easy ideas that will help you get began with a method that works.
Set Objectives
Ask your self what you need to obtain along with your content material advertising and marketing efforts. This might embrace rising followers on social media, rising web site visitors, getting extra individuals to subscribe to your e-newsletter, or attracting new purchasers.
Establish Your Goal Viewers
Zero down in your preferrred buyer. Ensure you get as particular as you may with their demographics, pursuits, revenue, wants, and ache factors. It will allow you to write content material that appeals particularly to your target market.
Content material Calendar
I’ve burnt my fingers by posting content material on the fly and that’s why I can confidently harp upon the significance of planning your content material. Determine on what you need to write about, make movies on, or put up pictures of, after which schedule your content material upfront to take care of consistency. This helps you keep organized and ensures you all the time have a gradual movement of content material to share.

Creating Partaking and Related Content material
The one efficient content material is the content material individuals interact with. So, how do you create participating content material?
Inform a Story
An efficient strategy to make the content material you share relatable and attention-grabbing is through the use of storytelling methods. Take into consideration how one can share the story behind your inspirations or your inventive journey.
Make It Visually Interesting
Plain textual content is boring when learn on display. Even when it’s a weblog put up, take note of how you employ white area (break down your paragraphs into quick, readable chunks) and related pictures. When you’re planning content material for social media, prime quality pictures and movies are important, particularly when you’re a floor designer.
Be Your self
Attempting to maintain up appearances will be exhausting. Be real and let your character shine by way of in your content material. Being genuine with what you say and the way you say it, particularly on social media, may not get you a complete lot of followers, however a minimum of it would get you an viewers that actually cares about what you share.
Selling Your Content material
You simply wrote a weblog put up and now you’re ready for individuals to land in your web site and browse it. There’s no manner that’s going to occur. Until you might have a method in place to advertise what you write, how on earth are individuals going to seek out your content material?
Social Media
Whether or not it’s the weblog put up you simply wrote or a brand new design you created, or a YouTube you simply printed, be taught to share your content material on varied platforms.
Use hashtags on Instagram, reply to your viewers, and use the options of every platform to your profit to maximise attain. Not solely is it a strategy to get extra eyes in your portfolio, it is usually follow to recover from the sensation of “I’m not ok and my artwork isn’t ok.”
Search engine optimisation
Search engine optimisation doesn’t should be sophisticated. Be taught simply sufficient Search engine optimisation to have the ability to use the proper key phrases throughout your social media platforms and your web site, and also you’re good to go! Talking of internet sites, it’s an excellent thought to optimize your meta descriptions and titles as nicely to make sure you present up on search engines like google.

Electronic mail Advertising
Although I’m not very constant, this must be my favourite strategy to promote my content material. Newsletters are a extra private strategy to connecting along with your viewers.
These are individuals who gave away their electronic mail addresses to take heed to you, and that’s an enormous factor. Use newsletters to maintain your readers knowledgeable about what’s occurring in your artwork enterprise. Belief me, be it an artwork director or a fellow designer, they’re all ears.
Measuring Success
You may spend months in your social media captions, reels, e-newsletter content material, and weblog posts, however until you’ve learnt the methods to grasp which content material your viewers is participating with, these efforts will go to waste.
The primary few occasions you create content material primarily based on preliminary key phrase analysis can be extra of a trial and error. However when you get into the behavior of making and sharing content material extra often, use instruments like Google Analytics, social media insights, and electronic mail advertising and marketing metrics to trace the efficiency of your content material.

Decide some key metrics you need to monitor. These key metrics ought to be related to your floor design targets. Whereas likes and follower depend are widespread metrics, if you wish to get extra individuals to view your portfolio in your web site, then web site visitors is what you need to monitor.
When you’re promoting your merchandise by way of your e-newsletter, then gross sales conversions or click-through charges are metrics that you may use to grasp which emails are getting extra clicks and which content material is performing higher.
Upon getting a transparent image of the sort of content material your target market likes, revisit your technique and make tweaks accordingly. When you get a spike in web site visitors each time you put up a brand new course of reel, then that’s what you need to give attention to creating extra of.
Content material Advertising Comes with Challenges…
However nothing a little bit of good planning can’t overcome. Listed below are the 2 commonest challenges on the subject of creating content material in your viewers.
Consistency
This can be a downside I all the time face. I make massive plans about displaying up extra on social media, however I all the time find yourself falling quick. However there’s a caveat to that. I’ve social nervousness and spending an excessive amount of time on social media takes a toll on my psychological well being.
However for the stretch of time that I do put up content material, both on social media or over on my weblog, I all the time begin off with producing a listing of concepts and making a content material calendar for myself. As soon as I’ve executed that, I batch my content material for a month or two in order that I don’t have to fret about what I need to share for these two months.
Creativity
Typically we simply don’t know what to share. Preserve an inspiration library both in your telephone or on an app like Pinterest that you could fall again on once you’re working low on concepts. I’ll typically use ChatGPT to provide you with preliminary content material concepts after which do my very own analysis and write content material from scratch. A disclaimer right here is to keep away from utilizing AI to write down your content material for you. That hampers your efforts to be genuine.
When all else fails, step away from what you’re doing, take a break, and are available again to the thought era part later.

Content material advertising and marketing is a robust software for floor designers, particularly on the subject of constructing model consciousness, attracting potential collaborations and licensing alternatives, and showcasing your portfolio. All it’s good to get began is an understanding of various kinds of content material, a easy however examined technique, a content material creation workflow, and a content material promotion plan.

Written by Priyadarshini Das Sharma
Web site: www.thehappypost.com
Instagram: @antheadesignstudio
Priyadarshini is the founding father of Anthea Designs and The Joyful Publish. She is obsessed with artwork, group, productiveness, and psychological well being, and loves sharing her data. When she’s not engaged on her subsequent masterpiece, Priyadarshini loves spending time along with her daughters and three rescue canine.