As an artist or creative entrepreneur, you are a small business owner. You are responsible for making the work, the business side and the marketing side. We understand that it is really overwhelming. Our services have been developed over time to take the worry out of the marketing side of things. Our philosophy is: once you put in the time developing your unique story verbally and in writing, then create beautiful documentation of your work, the rest of the marketing stuff falls into place with good design and a clear plan, with some minimal maintenance along the way.
This post is going to be the first in a series about your Editorial Calendar: what it is and why you desperately need one for your content management.
Wait, I have heard content management/managers before. What is it? What do they do? In our world, a content manager is you, or someone who will make sure that your work is updated on your website, documented and shared in a consistent, clear and compelling way online to achieve results. They are the managers with the vision and the voice.
What is an editorial calendar? It's simply an organized personal calendar that outlines your content for online marketing. This can be everything from establishing monthly content themes, determining what products/services you are sharing over the course of a year or month, updating your website or blog, sharing events, and planning all of the online content (social media, newsletters, press) that you will share to tell your ideal audience your unique story, so that they will know you, love you and buy what you do. The editorial calendar is your vehicle for staying organized, maximizing your time and maintaining a clear marketing plan.
See, it's all really simple. The key is that you need to figure out the big goals first before you can get your editorial content active and working for you. Let's review the big stuff that you need to consider before you develop your editorial calendar:
1) Do I have a firm grasp on my unique story verbally and in writing? Can I write and speak clearly about what I do that feels natural and is memorable? This is fundamentally the most important part of telling the world about what you do. It's also one of the hardest things to do. We help people with this every day.
2) Am I aware of my ideal audience? Your audience should never be "everyone." So it's important to define who they are. Once you narrow this down you will know who you are creating content for and it will be much easier to speak to them directly about what you do specifically. Your ideal audience might only be 50 people. That is ok.
3) What are my goals? Why am I sharing my work? Are you looking to get people to hire you, create awareness around your practice, or sell a specific product? Before you start dreaming up amazing content to share, you should be aware of what you want it to accomplish. Of course, you don't want to sound salesy or pushy, no real people do. But you won't achieve your goals without sharing your work in an effective, clear way. Operate under the premise that there is no one waiting to discover you in hiding.
No matter what your end goals are, we believe that online content management can develop two very important things around an artistic or creative practice:
- It creates a community around your work. By engaging on social media, sending newsletters, writing guest articles, or simply sharing your work, you are creating conversations, building an audience and rallying support. People care!
- It is the opportunity to create a personal online archive of your work, interests, passions and life as a professional. When you look back through a Twitter feed or Instagram account, for instance, you can see exactly what you have shared that builds a story about who you are and what influences your work. Your ideal audience will be very interested in this.
That is the big picture assessment of why it's extremely important to have a firm footing in your goals and unique story before launching into the development of your editorial calendar. We have two more posts coming up that will review the best way to share content and the platforms that you can use to share them. Stay tuned!