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Once you've developed a content creation strategy that works and built a supportive network of peers and followers, your next step is to remain consistent with your content and brand.
This can be one of the most difficult parts of growing as a content creator. As your schedule gets busier, maintaining a steady pipeline of high-quality work can be challenging. Once followers and clients begin to respond to your work, it's tempting to try to scale faster or change your voice or approach to appeal to a broader audience. But consistency is the right path to take. It’s important to focus on maintaining and nurturing your unique voice and brand as a creator.
Read on to learn why consistency is key for success over time, and why branding and streamlining your content creation can help.
Communicating your brand
People follow you because they relate to your content. This could be because you provide useful or interesting information, or because you have an appealing way of writing or delivering your message.
All of these things inform your creative brand. Although a brand can sometimes be difficult to define, it relates to the aesthetic of your content and the feelings it brings out in others. Your brand is closely associated with your values and approach to content creation. In turn, this helps you develop your reputation and the kinds of followers that you attract.
There are a few ways to communicate your brand, including who you collaborate with and how you share with your audience. It’s also important to design a Squarespace website that reflects your brand. For example, customize specific color schemes and photography styles to match your creative style. People who favor edgier material might use bold fonts and colors, while creators who have a more academic approach might stick to muted hues and neutral photography. You might also choose to design a logo and newsletter layout that aligns with your website design and further reinforces your brand.
Maintaining your unique voice
Chances are good you'll have found your unique voice early on in your content creation journey. Over time, maintaining this voice is key to both content consistency and growth.
As you grow, it's easy to lose sight of what made your content so engaging. Here are some tips for preserving your brand voice:
Always keep in mind your brand. Your audience is drawn to your brand because you're unique and offer something different than other creators. Don't shy away from what makes you stand out. Instead, lean into it and embrace it in all the content that you produce.
Make sure you have a well-defined mission and vision. Mission and vision statements serve as summaries of what you hope to achieve. These can help you stay focused as you grow.
Don't try to scale too fast. Some creators struggle because they've tried to scale too quickly or expand into areas where they aren’t as strong. Be sure to prioritize and nurture what's working with your content, and don't worry about trying to publish all sorts of content everywhere.
Streamlining your content
For creators, success isn't just about producing a regular supply of content. It's about finding ways to streamline your creative process and ways of sharing—especially as your creative career grows. That means that, in addition to advance scheduling and repurposing your content, you can explore other ways to work more efficiently.
Creating content
On the creation front, the Unfold app from Squarespace makes it easy to create videos using existing photos, video, and text, then resize them so they’re optimized for posting on various platforms. The marketing content available in Squarespace’s iOS app can help you promote your products across social media and email without having to design still images or GIFs by yourself.
Instead of creating daily social media posts, you can look at your content calendar and work ahead. Spending a few hours writing social media copy in bulk can save you time in the future when your schedule gets busier.
Sharing content
Content creators have many ways to make the content publishing process more efficient. On the social media side, you can use an application that allows you to post across multiple platforms, so you're only writing one batch of copy with small platform customizations. Tools that help you schedule posts in advance can make it easier to keep a steady flow of content onto your website and social media profiles.
Other options for streamlined sharing might include leveraging content automation. Sales-driven creators can use newsletter automation to interact with customers and offer regular discounts, for example.
Becoming a content creator can be a challenging career path. Chances are you'll experience ups and downs. You might find your creative niche only after putting in long hours and some trial and error. However, this path can offer many rewards, including long-lasting friendships and partnerships, as well as financial success. Taking a risk and embracing creative freedom is a leap worth taking to do what you love full-time.