The 3 C’s of Content Every Creative Business Should Be Posting
Connection, Credibility, Conversions
When it comes to marketing your creative business, one of the biggest sentiments we hear is: “I don’t even know what to post!”
With all the social media platforms, email newsletters, Substack posts, and everything in between, content can feel like a full-time job (trust us, we know), but it doesn’t have to be. You don’t need to post every single day or be on every platform. You just need a few key types of content that actually move the needle.
Whether you’re a designer, shop owner, or finisher, this post breaks down the 3 c’s of content every creative business should be posting, content that builds connection, boosts credibility, and helps your audience take action.
1. Content that Cultivates Connection
Helps people know and like you.
This is the content that reminds your audience there’s a real person behind the business. It doesn’t have to be overly personal or polished, it just has to feel human.
Examples:
A photo of your current WIP and what you’re binge-watching while stitching it
The story behind why you started your business
A peek at your workspace or your favorite threads
A “this or that” poll in Stories (silk or cotton? diagonal or basketweave?)
Why it matters:
People buy from people. They want to feel like they know you, even just a little. When you show up consistently in small, honest ways, your audience starts to feel like they’re part of your world, and that builds long-term trust.
Don’t overthink it. Snap a behind-the-scenes photo, share a little blurb, and post it. Connection content is allowed to be casual.
2. Content that Conveys Credibility
Helps people trust you and see your value.
This is the content that shows you know your stuff. You’re not just creating or finishing needlepoint, you’re offering something thoughtful, helpful, and high-quality.
Examples:
Before-and-after photos of your finishing work
A short tutorial on how to backstitch, block, or start a canvas
Tips for choosing thread or planning a color palette
Testimonials or tagged posts from happy customers
Why it matters:
Credibility content positions you as an expert, which is especially helpful when people are deciding whether to buy from you or hire you. The more you show what you know, the easier it becomes for others to say yes to your work.
Turn frequently asked questions into posts. If one person asked, ten others are wondering the same thing.
3. Content that Converts
Gives people a clear next step.
This is the content that invites your audience to take action, whether that’s purchasing a canvas, joining your email list, or booking a finishing spot. And yes, it’s okay to sell.
Examples:
“Just launched!” or “Preorders are open” posts
Countdown reminders for your next canvas drop or class
A roundup of your bestsellers or what’s almost sold out
“Last day to order” or “Now booking for June finishes”
Why it matters:
You’re running a business. People want to support you, but they often need reminders and clear invitations. You’re not bothering them by selling, you’re helping them make a decision.
You can (and should!) talk about the same offer more than once. Most people need to see something a few times before they take action.
So, How Do You Use This?
You don’t need a complicated calendar or fancy app to make this work. Here’s the simplest strategy:
Post 1 connection piece
Post 1 credibility piece
Post 1 conversion piece
That’s three posts per week that cover everything from trust to engagement to sales. Rinse and repeat, adjusting based on what’s coming up in your business.
Marketing doesn’t have to be overwhelming. With a little strategy and your authenticity, you can show up in a way that feels aligned and actually moves your business forward.
Let us know which type of content you’re most excited to create this week—we’ll be cheering you on!
Want help mapping out your next month of posts? Book a strategy session with us!