Social Media

Your Editorial Calendar: Part 3, tools to get it done.

In the previous post, Your Editorial Calendar: Part 2, the content and visuals, we covered how to create unique content for your editorial calendar. Now we are going to help you make a plan to create your editorial calendar and execute it. To do this, you need an organizational plan and some tools to make it easy for you. Let's dig in!

1. Create your calendar. We use a spreadsheet shared through Google Drive. Not very exciting, but it works as a shared repository for ideas and creating an actual monthly calendar that we can both refer to. You can also use a physical calendar if you prefer to write down your plan and cross things off in a very satisfying way. Either way, it's time to fill in a blank calendar that will guide you.

2. Fill in your monthly themes. Think at least 6 months ahead. What are your monthly themes that will help guide all of your online content? Write them in.

3. When will you update your website? Remember, your website is the hub of all of your online content. Ideally, you would like to direct people here to do something: purchase something, sign up for your newsletter, follow you on social media platforms, or contact you. Your website represents you and your work when you are not there in person to explain it. So, your website updates are an important part of your marketing plan.

4. Equally important is your newsletter. We use Mailchimp to easily send out visually stimulating updates, but there are other paid and free platforms that you can also use. Remember back to our previous posts: be consistent.  Newsletters do not always have to share huge news or events, they can update your audience on new work, work in progress, or inspiration. How often will you share your newsletter? Write that into your calendar, as well as the days when you will prep the content before hand and do testing.

5. Updates to your blog or online journal are crucial to add to your editorial calendar. Keeping an active section on your website that shares important news and updates about your work serves as an archive and gives you a reason to direct people back to your website when you share these posts on social media.

6. Your social media updates probably seem the most overwhelming to add to your editorial calendar. How can you keep up on sharing so much original content and not get sucked into meaningless tasks all day? Use scheduling tools like Buffer or Edgar. These give you the power to schedule your online content at one time, which then works while you sleep! Then you can hop on to your preferred platforms when time allows to share your beautiful content. (Remember that that being physically present at events and in networking situations are all great fodder for your live social media content. These scheduling tools help you sell your product when people are engaging online so you can do your work.)

Here is a ridiculous but accurate metaphor to keep in mind when creating your editorial calendar: the key to sustaining a powerful online presence is to stay on top of your editorial calendar like you would nurture a garden. It needs some work at the beginning to get everything prepped for planting (who are you and what is your story?). Once you curate your garden (determine your themes and create original content) , you simple need to plant the seeds (schedule the content), and water, weed and fertilize (check into your calendar once a week, write your posts and engage on social media.) You'll the reap the benefits by creating a wonderful, supportive community around what you do.

Please say hi if you have any questions! We are here to help.

 

© 2017 Kind Aesthetic, All Rights Reserved.

Your Editorial Calendar: Part 2, the content & visuals.

In the last post, Your Editorial Calendar: Part 1, the overview, we covered what an editorial calendar and content management are, and what big picture items you need to assess before starting your online marketing plan. Please be sure to read it here.

Today we are going to cover many ideas of how to create unique content for your editorial calendar. The goal with your editorial calendar is to organize your marketing plan so it is easy to execute. It's an organized calendar that you create yourself weeks and months in advance to keep you on track. We use a shared Excel sheet to keep track of our content and ideas. Not very sexy but it does the trick and it's accessible anywhere.

The Plan

  • Goals. Are you looking to sell something, get newsletter sign ups, share an event, create community around your art practice? Anything goes! And your goals might change month to month, or weekly.
  • Themes. When looking at the year ahead and your goals, it might be helpful to start off by choosing themes for each month on which to base your content. We use that approach because we have so many tips to share, we wanted to organize 2016 by monthly topic. It could be that your theme is based on an event, a new project or a product. The key is that you have a focal point and you can elaborate on this theme to share unique, detailed and powerful content!
  • Consistency. If anything, be consistent in your sharing and in your message. Keep your personal social media accounts separate from your professional accounts, unless it all makes sense. Be active and consistent in your sharing; your audience cares!
  • Platforms. What platforms will you be using to share your content? Newsletter, social media, blog posts, guest articles? We will cover the power of each significant platform in the next post.

The Content

  • Your voice. In the last post, we wrote about determining your unique story as an artist. This exercise is crucial because it centers your marketing plan on your work and gives you the language and confidence to talk about it. It keeps your message clear, so consistency is also valid in this context. This also applies to your bios and social media handles: make sure that your "about" is unique and consistent.
  • Frequency. Depending on which platforms you use, you may have to post multiple times daily (Twitter) versus once a week (a personal journal or blog). Figure out what you can handle in your schedule and what the platform dictates.
  • Hashtags. Don't forget to use hashtags when appropriate to make your work easier to find!
  • Call to action. Ask your reader to engage with your content. Do you want to direct them to your website, sign up for your newsletter, or comment?
  • Share and be generous. The more you share and open up, the more engagement you will receive. By keeping your content relevant and powerful, you will be creating a genuine marketing plan that your audience will look forward to seeing and that will resonate with them, and with you.  This also applies to engaging with others on social media platforms; it's a two-way street!
  • Recycle. If you are an active Instagram user, share some image highlights on your blog. Do you have years worth of wonderful posts from your blog? Share them again on social media platforms. Good content will resonate over time.

The Visuals

  • Beautiful documentation of your work. Don't ruin all of the work you have put into developing your unique story and compelling content with bad pictures. Your images that you share should be consistent and visually compelling.
  • Design matters. As your bio and social media handles should be consistent, don't forget about consistent good design in all of your materials. Font and color choices are as important as the content and images.

Here is a list of content ideas for your editorial calendar:

  • News: awards, press, other updates
  • Events
  • Website Updates
  • New Work
  • Work in progress
  • How To: ways to share your process
  • Behind the Scenes: your work in progress, your life as artist or creative
  • On Site: live posting at a relevant event
  • Sharing other relevant content: cross promotion, articles, etc.
  • Promotion of products, services or events
  • Blog/Journal: can be written and/or visual posts

In the next post, Your Editorial Calendar: Part 3, the platforms and tools, we will be covering all of the best strategies for the different platforms you can use to make your Editorial Calendar come to life!

What other ideas do you have to create amazing editorial calendars? Please share in the comments below!


 

 

 

 

© 2017 Kind Aesthetic, All Rights Reserved.

Your Editorial Calendar: Part 1, the overview.

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!

© 2017 Kind Aesthetic, All Rights Reserved.

We're on Instagram and we're sharing tons of tips!

This month our focus is on writing. How can you craft the best artist statement, mission statement, bio, or application essay? We decided to finally put our Instagram account to good use, and EVERY DAY we are sharing a tip to help get you motivated to incorporate writing into your practice. Follow us and get inspired!

© 2017 Kind Aesthetic, All Rights Reserved.

3 Instagram Feeds We Love Right Now

Looking for some new feeds to follow on Instagram to inspire you? Here are some of our favorites. Enjoy.


Evi Abeler makes gorgeous food photographs. Think subtly, light, and such a gorgeous color palette.

We love the feed of Inklines, drawings by Brooklyn-based artist, Michael Arthur. Everyday he posts amazing work from his life, drawings of musicians and performers and more. 

Sight Unseen is an online magazine about process and inspiration in design and the visual arts. Need we say more? 

Creative Time's Instagram feed is always chock full of their projects, such a good way to keep track of what they are up to. 

© 2017 Kind Aesthetic, All Rights Reserved.

10 Subjects to Cover in Your Next Newsletter

Sending out a newsletter is a great way to inform your audience about what you are working on. It's an effective tool, along with talking about your work and social media, for example, to share news, events, and more. Often times, individuals ask us what they can include in their newsletter and how often they should sent it.

First, send your newsletter consistently. If you're super busy with your creative practice, send a newsletter once a month to let people know about your events ahead of time. If you're super busy with your life and can't be bothered to send a newsletter every month, that is ok. But be sure to one out every few months with ample time before important events you want people to attend and when there is something exciting to share. Trust us, you have wonderful news to share all the time, it's all about how you package it.

And what are some example of things you can share? Here is a list of ten topics you can cover, and this applies to individuals as well as organizations:

1. Your recent work. Share images of your work, or perhaps you've updated your website recently? Share it!

2. Upcoming events. Plan ahead and invite people! If they're interested they will save the date and join you. Don't forget to remind people. We're all busy.

3. Views inside your workplace or studio. Is your workspace unique and amazing? A peek behind the scenes with gorgeous imagery can add wonderful insight into how you work.

4. A great project from your archive. Is any of your past work relevant to current events or a current project happening in your life? Re-share it with your audience.

5. Work from friends. Share projects from your friends and colleagues, and vice versa. It's a great way to reach a new audience and support your community.

6. A call to action. Do you need your community to sign a petition, watch a specific video or do you want to share information about something relevant to your work? This is a great platform for it.

7. Links to sell your stuff. Do you have an online shop or an upcoming sale of any sort? Spread the word!

8. Posts from your blog. Visual or written, a blog can be a really interesting introduction to your work. If there are any posts that are particularly strong or relevant, be sure to share them.

9. Your work on view. Has your work been shown somewhere recently or shared online? Give your audience a link and offer a description.

10. Highlights from social media. Do you have some great images from Instagram, Pinterest boards or other highlights from social media that are relevant to your work? Let people know that you are active and alive online, they might want to follow you there, too!

Good luck! Remember that services like Mailchimp and MadMimi are wonderful resources to send out professional newsletters and please make sure your images are strong and you link to your website and other relevant sources. 

© 2017 Kind Aesthetic, All Rights Reserved.