2.1 Creative content marketing
The Content Marketing Institute (no date) defines content marketing as:
a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action.
Examples of content marketing include writing a blog, or sharing something via your social media channel(s). But while it is often thought of as writing, content marketing can be much more than that for creatives. Applying your creativity to your marketing plays to your strengths as an innovator.
Denny (2016) suggests using your creative skills to produce content just for your social media followers. If you’re an artist – draw or paint something; if you’re an actor – stay in character to promote your next performance. Exclusive content could also include a behind-the-scenes video or an online tutorial showcasing your skills. Giving your audience something that is just for them will keep them connected with your work and feeling positive about your brand.
To make your content as relevant as possible, it’s important to set clear objectives for what you want to achieve from this approach. For example, do you want to build your brand, generate leads or make sales?
If the way you need to market yourself is through a CV or portfolio – or perhaps your LinkedIn page – you can be creative there too. In the arts world, your CV doesn’t always have to fit the norm of one or two sides of black and white text on A4 paper. You might be able to use the opportunity to showcase your design skills – Pinterest has some great examples. Try searching for ‘creative CVs’ and see what grabs your attention.
Note, however, that corporate clients may prefer a more business-like approach – always check if you can.
It is important to showcase your skills whenever you communicate, whether in marketing materials or for other purposes. For example, if you are a writer your communication must always be clear and accurate. If you are a visual artist, using dull graphics won’t do much to promote your talent!
In Section 2, Solovic (2021) explained the importance of an ‘elevator pitch’ in marketing your business. Pitching is a skill that will really help your business to develop and grow. You’ll consider it in more detail in the next section.