This week: What’s your goal?
Speaking as an artist, you will be either selling your artwork or promoting your brand. Your choice will become a filter for what material is posted and how.
If you use your blog to sell your artwork then you are setting the bar fairly high with regards to content.
Based on my experience as a consumer, you want:
1. Postings that are not only relevant, but also tightly focused on the product. You are not going to wander into politics or give your opinion about a recent movie or game. Post nothing that weakens your case for the customer buying your art.
2. Postings that are consisted; yes there can be variations on themes, but your audience should know what to expect when they read or view your blog.
3. Postings have to be polished. You want to remove all grounds to saying no to a purchase. This means spelling, grammar, layout, visuals must look finished. The amount of work in getting those last little details right increases exponentially as you near perfect.
4. Postings need to be regular, whether it is hourly, daily, weekly, or monthly; your customer needs to know how often to visit to see new material. This will generate huge pressure on you to create new content and/or product.
5. Your blog needs to link into a secure form of online purchasing system. You need to carefully work out how the visitor goes from your blog to your site where the financial transactions take place.
A good example of the above points is Ghostly.com
From my perspective, building a brand is the easier way to go. You can experiment and discover your narrative.
What is your story and how are you going to tell it to the world?
It is a difficult challenge and takes time to work out the details.
Again, like selling a product you need to focus on the brand, but the brand can cover more things:
– How to make art
– How to appreciate art
– How to make art work in a home or office
– Review the latest gallery openings
– Profile local artists from an artist perspective
– Show people how you make your own art
My approach is twofold:
1. I show people how I create my works of art. I always love studio tours, so I try and show people what I am up to in my studio.
2. I use my skills as an urban landscape artist to reveal the world around me. How we shape and re-shape the landscape and the buildings that sit on the land, an amazing subject. So, a lot of my postings relate to the landscape, particularly with the past.
This leads into next week’s challenge of finding content.