3 Truths About Content Creation I Wish You Knew.
Much has been argued (on both sides) as to the pros and cons of the Internet, and what that has done for us, content creators (other than inventing that term). Me, I’m of the faction that’s slightly in awe of the myriad of opportunities the Internet presents the creative mind with.
I do think, however, we’ve engineered a bunch of misconceptions about art in the digital world that need dispelling. So here I am.
Lie #1. Marketing your work is now so easy.
You’ve probably heard this one, usually two seconds after someone remarks you have talent. What they actually mean:
Marketing your work is now so accessible.
It was accessibility that was lacking in the before-times, not ease, and it is accessibility we’ve gained, not ease. In fact, marketing as an indie creator is notoriously difficult.
Why? Precisely because there are so many others who can do it, and the general populace only enjoys a limited attention span. You’ve only got about a second of focus before they scroll on to the next thing, and that’s no walk in the park, my friend.
In that second, you’ve gotta grip them. And that’s not considering all the work that goes in obtaining that second.
In order for social media algorithms to display your content, you’ve gotta put in high quality, consistent work, keep an eye on trends, engage with your existing audience, and even then, it’s no guarantee.
So no, marketing your art is in no ways easier than it was 100 years ago. But it is there, sitting on your desk right now. It no longer requires a middle man. It only asks you to put in the work. And that’s a miracle to me.
Lie #2. Consistent engagement sells your content.
Obviously, the person who said that never tried to actually sell anything. It’s natural, as content creators, to wish people bought our product, be it a novel, painting, or apparel line. We all gotta eat.
Sadly, though, it’s a resounding misconception that content creation and consistency is what’s gonna sell your product. Some “marketing people” will tell you what you gotta do is post about your art obsessively, and if you do, if you post consistently and engage, that’s gonna mean sells. What they mean:
Consistent engagement builds a community with a higher likelihood of future purchases.
Now that I think about it, nobody probably says this because it’s a mouthful. Except, that’s what’s actually happening. By being a consistent social media presence and growing and engaging your audience, you aren’t selling your beautiful art.
You are building human connections that may influence people’s buying choices in the future.
Is this just a difference of nuance? Maybe, but I find it helps when losing your indie hustler patience.
Lie #3. If you’re not selling, your marketing’s skewed.
Much as it seems logical, I think this is also wrong. We live in an age of instant gratification, and are relying on a very limited well of focus. I think that forces a lot of young content creators into a permanent state of burnout and depression.
They expect their marketing efforts to pay off in a month.
That may work with product marketing for businesses, but as artists, it’s sadly not how it works. Many extremely talented artists spent years uploading their work, and engaging with a small (but oddly driven) community before they could even remotely be considered successful.
What should be said:
If you’re not selling, it’s because it takes time. And sometimes, it’s because your creative side is just overpowering your marketing side. And that’s okay. You are a creator, not a marketing person.
I know. I’ve worked in marketing for three years, on various projects. And no, creativity, the impulse to paint something beautiful or to craft a story with a blank tape or piece of paper is not the same kind of creativity required in successful product marketing.
So if you’re an indie creator and are struggling with selling your art, that’s okay. Remember that burnout from this is real. Remember that depression and anxiety from perceived failure are real.
And most of all, remember that inner light that guides you to make something beautiful out of all the weird, twisted, dark, messed-up things that exist in this world.
Keep on keeping on.
Guess what. I am actually publishing my first novel this fall. Wild, I know. Meanwhile, I’m gonna be documenting my process/journey/slow descent into madness on here, while also dropping the occasional opinion piece. I like talking about this incredible world of ours.
So if you’re someone who enjoys that kinda writing, well, why not subscribe? It’s free. And I’m desperate. So there, honesty.
