The Content Kickstarter for creative businesses: the smart way to plan your social media

If your social media planning currently feels more of a scramble than a system, you’re not on your own. You find yourself posting whatever comes to mind, at random times because you ‘ought to’, rather than well thought out posts that attract dream clients.

The good news is that this isn’t a lack of ideas or talent. It’s a lack of structure and groundwork.

That’s where content pillars come in.

Content pillars give your social media strategy shape. They reduce decision fatigue, overwhelm and the inconsistent posts. They’ll help you show up in a way that makes you feel confident, efficient and professional.

For creative businesses, they’re one of the most useful tools you can put in place.

Let’s take a closer look at why.

What are content pillars?

Content pillars are core themes that your social media content is built around. Having three to five is ideal – fewer can feel restrictive and more can become too complicated. They don’t have to be set in stone – they can (and should) evolve as your business and confidence grows.

They could reflect:

Rather than thinking “What should I post today?”, you’ll be thinking “Which pillar does this post support?”

For example, a creative business such as yours might have pillars such as:

What are the benefits of using content pillars?

Less overwhelm and more clarity

One of the biggest benefits of content pillars is how much mental space they free up.

When you have content pillars, content planning stops being a panicked session of staring at a blank page. You’re no longer trying to invent ideas from scratch every time you sit down to post. Instead, you’re using your precious marketing time choosing from a defined set of themes that already align with your brand.

This makes social media feel manageable (and perhaps even calm) rather than something that constantly sits on your to-do list.

Consistency without repetition

Many creative business owners worry that planning ahead will make their content repetitive or dull. In reality, the opposite is true.

Content pillars help you stay consistent without saying the same thing over and over again. Each pillar can be explored in multiple formats: reels, carousels, stories, or longer-form posts. You can revisit the same theme, but from different angles, experiences or stages of your work.

Consistency builds trust. Your audience starts to recognise what you’re about, and that’s when engagement grows.

Stronger brand positioning

When your content jumps between unrelated topics, it can be hard for people to understand what you actually do and what problem you solve for them.

Content pillars create focus. Over time, and with patience, they reinforce your expertise and values, making your brand easier to remember and easier to recommend.

For creative business owners, this is especially powerful. You’re not just sharing your work and encouraging sales: you’re shaping how people perceive your creativity, professionalism and purpose.

Content that actually supports your business goals

Posting regularly is useful, but posting with intention is far more effective. Well-chosen content pillars ensure that your business isn’t just firing and forgetting, it’s strategic. Each pillar should link back to a business goal, whether that’s attracting the right clients, educating your audience or building trust before a sale.

This means your content works quietly in the background, nurturing relationships rather than constantly pushing for attention.

Content pillars bring creative businesses confidence

Perhaps the most under-rated benefit of content pillars is confidence.

When you know why you’re posting and how it fits into a bigger picture, social media stops feeling like guesswork. You show up with purpose, clarity and a sense of direction, and that confidence comes through in your content. For creative business owners who want their marketing to feel thoughtful, aligned, and sustainable, content pillars are a foundational place to start.

If you would like help getting started with your content pillars, book The Content Kickstarter with me here.

Sketchbook or portfolio? Where does your social content belong?

If you’ve ever stood in your workshop, studio or kitchen wondering whether to post something to your Instagram grid or your stories, you’re not alone.

I often get asked “how do I know whether this belongs on my feed or in my stories?”

A helpful way to think about this – your grid is your portfolio and stories are your sketchbook.

Your grid is the curated, polished version of your business. It’s what a potential customer sees when they first land on your profile — like flicking through your best work, all laid out neatly on a table. It’s a confident showcase of what you do and who you are.

Use your grid for:

Because:

Just like a portfolio, it’s worth taking your time with grid content — think quality over quantity.

Stories: your sketchbook

Stories are more like the messy, brilliant behind-the-scenes pages of a sketchbook. Not everything’s perfect, but that’s OK — it’s where ideas, personality and processes come to life.

Use stories to share the day-to-day, the in-progress, and the off-the-cuff.

Use your stories for:

Because:

And just like a sketchbook, stories don’t have to be perfect — they just need to be real.

Example: a florist’s morning

You’ve just finished setting up a wedding bouquet — it’s styled, the lighting is right and you’re proud of it. That’s a portfolio moment — post it to your grid.

On the way to the delivery, you grab a quick snap of the boot full of flowers. That’s a sketchbook moment — pop it in your stories.

Later that day, the couple tags you in a photo — repost that to your stories too (with a thank you, of course).

Got a post and not sure where it belongs? I’ll help you decide - and make it shine.

From footpaths to feeds: What a sculpture trail can teach us about social media marketing

Lessons from ‘The Trail with a Tale’ in Tunbridge Wells

The ‘Trail with a Tale’ sculpture trail is something that has given my family so much enjoyment this summer, as well as so many ideas – so here’s a second blog on the topic!

If you’ve wandered through Calverley Grounds or passed by The Pantiles this summer, you might have noticed something a little unusual popping up in corners and green spaces: curious sculptures and painted characters brought to life across town. Welcome to ‘The Trail with a Tale’ – a vibrant sculpture trail in Tunbridge Wells that’s been capturing imaginations and encouraging people to explore the town in a new way.

But here’s something you might not expect: this charming public art trail shares a surprising amount in common with great social media marketing.

I’m always on the lookout for creative and local inspiration and this trail is full of it.

It’s beautifully thought out, connects with the community, and draws people in for an experience that’s both fun and memorable.

Sound familiar? That’s exactly what successful social media content should do too.

Each sculpture along the trail is more than just a visual – it’s part of a story.

Great social media works the same way. Whether it’s a behind-the-scenes reel or a well-written caption, storytelling is what draws people in. Your followers don’t just want to know what you do – they want to know why. They want to feel the heart behind the brand.

What’s brilliant about the sculpture trail is how it encourages movement. Families, friends, and curious passers-by are following maps, discovering new places, and snapping photos as they go.

In marketing terms? That’s engagement gold.

Social media content should move people – literally or emotionally. You want them to click, comment, visit and share. A great post can be like a sculpture on the trail: it surprises, delights, and gets passed along. Create content that people want to stop for – and share with others.

The sculptures are unmistakably part of one cohesive idea. From the design style to the storytelling voice, everything feels consistent and well thought out.

This is key on social media too. Your visuals and tone of voice should feel on-brand and recognisable, whether someone sees you on Instagram, Facebook, or LinkedIn.

One of the best things about ‘The Trail with a Tale’ is how it celebrates Tunbridge Wells itself – its parks, heritage, and imagination. It invites residents to look at familiar places with fresh eyes.

Final thoughts: marketing with a sense of wonder

Trail with a Tale reminds us that storytelling, creativity, and local connection can be incredibly powerful tools – not just in public art, but in how we market our businesses too.

Social media doesn’t have to feel like a chore. With a little imagination and strategy, it can become a trail of its own – leading people to discover what’s unique and valuable about you.

And if you need a hand mapping that out? I'm always here, with fresh ideas, local insight and a love of all things storytelling.

Canva templates packages: The design shortcut you didn't know you needed

If you've ever said the phrase "I wish there were more hours in the day" - this is the blog for you!

Let’s be honest - marketing your business online can feel like a full-time job in itself. You know you should be posting regularly, keeping your feed on-brand, creating graphics that look professional - the list goes on. But between running your business, replying to customers and packing up orders - who has the time for all of this?

That’s where a Canva templates package comes in.

So, what is it?

A Canva templates package is a ready-made set of social media templates — created bespoke just for you - that you can easily edit and reuse in Canva (a free, beginner-friendly design tool).

Think of it like this:

🎨 I do the designing
🧩 You do the tweaking and posting

You get a deck of branded templates for your social media page of choice and all you have to do is update the text and images when needed.

No starting from scratch. No fiddling with fonts. No blank-page dread.

What’s included in a typical template package?

It depends on your needs, but most small business Canva template bundles will include slides that focus on topics such as testimonials, top tips, upcoming fair dates, new products and relevant motivational quotes.

Everything is designed to match your brand - fonts, colours, logos, everything. It’s like having a mini design studio in your computer, ready when you are.

But can I actually use them?

Yes, even if you’re not “techy”. One of the reasons I love Canva is that it’s simple. You don’t need fancy software, design skills, or loads of time.

Once you have your templates, you can:

🎨Change the text to match your current offer
🎨Swap out photos for new ones
🎨Tweak colours if needed
🎨Download and post — job done.

Businesses love this service because it saves you:

🕒 Time – No more designing from scratch every week
💸 Money – No need to hire a designer for every post or flyer
📈 Effort – Everything stays on-brand, even when you're in a rush
😌 Stress – You feel more confident about what you're putting out there

And when your content looks polished, your business looks professional — which leads to more trust, more engagement and more bookings or sales.

"Is it worth it?" I hear you ask…

If you:

😌 Dread designing your Instagram posts
😌 Struggle to keep your branding consistent
😌 Feel stuck every time you open Canva
😌 Wish you had a bit of help without outsourcing everything…

…then yes, a Canva templates package is 100% worth it. It gives you the structure and branding you need, with the flexibility to make it your own.

At High Weald Marketing, I create Canva template packages tailored to creative and independent businesses who want their marketing to feel a bit less overwhelming — and a lot more “them.”

📩 Drop me a message if you’re curious — no hard sell, just honest advice.

Potty training is sh*t but your social media needn’t be

If you've ever tried to potty train a toddler, you know it takes patience, consistency, and more than a few bribes (hello, chocolate buttons).

At the time of writing, I am two days into this journey, and I’ve eaten all the chocolate buttons.

Believe it or not, those same principles apply when you're mentoring someone - or being mentored - on social media marketing.

I’ve worked with creatives at various stages of their digital journey. One pattern I’ve seen time and time again? Social media is a lot like toddler toilet training. Here's why:

Everyone starts somewhere (usually in a mess)

Just like toddlers aren’t born knowing how to use the toilet, no one wakes up knowing how to create engaging reels or write viral posts. Early attempts will be clumsy—there might be some mishaps—but that’s how you learn. Progress is more important than perfection.

Routine is everything

Toddlers thrive on consistency, and so does your audience. Social media growth doesn’t come from one brilliant post—it comes from showing up regularly with relevant and relatable content.

Positive reinforcement works

When my toddler has a successful potty trip, he (and I) celebrate like we’ve won the lottery. I translate this across to social media mentoring – I’ll celebrate milestones with you, no matter how small they are. I know how exciting it is to have a comment on a post, when someone shares your post to their story or to gain your first follower.

Encouragement keeps momentum going.

There will be accidents

Even the most planned-out campaigns can flop. And that’s okay. Whether it’s a post that doesn’t land or a hashtag that backfires, these “accidents” are part of the learning curve. I’ll help you to think about what didn’t work, and what we can try next time.

Eventually, they get It

With the right mix of guidance, independence, and time, toddlers learn to navigate the world without nappies. The same is true for emerging social media marketers. With support from me and consistent effort, you'll start seeing results that feel natural, not forced.

Final thought: you don’t have to do it alone

Just as parents sometimes call in reinforcements (that reminds me – must make another trip to the “hootermarket” (supermarket) for some more chocolate buttons -  social media mentoring is smoother with expert support. I blend strategy, structure and a lot of real-world know-how to help individuals and small businesses grow confidently online.

Whether you're still “potty training” your online voice or looking to scale your strategy, I’ll help you ditch the guesswork and post with purpose.

Ready to make fewer messes and more impact?
Contact me today for mentoring that meets you where you are—and takes you where you want to go.

High Weald Marketing on tour – South East Open Studios 2025

As SEOS 2025 encapsulated Kent and East Sussex from 6-22 June, I decided to create for myself a tour of studios across the High Weald area to meet the people behind the Instagram accounts and see some of our region’s most vibrant creative spaces. Here’s some stories from the studios…

The landscape surrounding us is not just beautiful, it’s bursting – with creative energy and talent.

Steph with Charlotte Coe and Liz Pangrazi

My SEOS tour started in Cornford Lane in Tunbridge Wells, at the newly created studio of Liz Pangrazi. I first spotted Liz’s work in a Tunbridge Wells shopping centre, where empty shop fronts were being used to display pieces from local artists. Ever since then, I’ve loved seeing her work pop up on my Instagram feed – bright colours, delicate brush strokes and scenes from nature: what’s not to enjoy?

Liz was sharing her studio with Charlotte Coe and Kelly Harwood – I didn’t have the pleasure of meeting Kelly, but it was lovely to chat with Charlotte. As well as being an artist she also works in marketing, so there was plenty to talk about! Liz’s hospitality was superb, and this was a great start to my SEOS experience.

silver necklaces

The next stop was over to Hildenborough, and the studio of The Soldersmith. I made the mistake of taking my toddler with me for this visit, but Alf was another excellent host and made him very happy with a drink and biscuit! The jewellery made here is absolutely stunning, and I keep flicking back to the online shop – the headline on the website is ‘jewellery for the everyday brave’ which I can really connect with.

back of woman who is painting

The following weekend, I was pleased to call in on Hannah Buchanan’s studio. Whilst my toddler was being entertained by my husband and watching Wheels on the Bus on Youtube 70753758745 times, Hannah and I had a lovely chat about realistic art, marketing, marriage, nature and so much more. Her work is intricate, draws the eye in and each piece has a story to tell. I learnt a great deal, and wish she had been my art teacher at school!

paint tubes and bottles

The final stop on my art tour for this year was the studio of Lucy Homer Jones, near Penshurst. I didn’t think I was going to make it here, as it was the last day of SEOS and my toddler decided that this was the time to get a heat rash that looked like chickenpox. Thankfully, he was OK and I squeaked in for the last hour of the event.

I’m so pleased I did, as I got to meet all four artists exhibiting here – along with Lucy, I met Sara Giacomini, Lucy Merriman and Luana Asiata. As well as a barn, all four artists had work displayed in a home setting, which I thought made it even more beautiful and more realistic. I couldn’t stop taking pictures here, and could have sat in Lucy’s studio for the rest of the day!

I created a video at each studio, and this was great to be able to promote SEOS whilst it was life, and showcase their work to different audiences. By inviting the artists to collaborate with me on my Instagram reels, it meant that the video appeared on their grid as well as mine. This meant that they had a piece of user generated content, showing the studio in a positive light and a piece of marketing ticked off their list!

Have you got a SEOS story to tell? Book your social media audit or power hour and I’ll help you have an audience all year round, not just for the month!

What does High Weald Marketing actually do?

Nestled in the countryside of Kent and Sussex, you’ll find a plethora of artists’ studios, independent shops, artisan markets and shared spaces.

Just last week I had the pleasure of visiting space2make, a large warehouse home to all sorts of creatives.

I follow almost a thousand accounts on Instagram, and am astounded on a daily basis by the creativity that I’m surrounded by, the communities being built and the brands being grown.

I founded High Weald Marketing to empower you, the creative sector. I have a passion for storytelling and getting your wares in front of your dream audience. Whether you’re a seaglass jeweller in Sevenoaks, a florist in Forest Row or an artist in Alfriston, I offer exactly what you need to stand out, connect with your audience, and thrive in an increasingly digital world.

The creative sector’s best friend

Creative businesses are built on passion — artists and makers bringing ideas to life with love and craftsmanship. But when it comes to marketing, many creatives struggle to articulate their value, reach the right audience, or find time for visibility amid the daily demands of running a small business. That's where I come in.

High Weald Marketing doesn’t just offer “one size fits all” marketing advice. Instead, I meet each client exactly where they are at the moment. From social media audits to guides to getting started, bespoke Canva templates to 1-1 power hours, everything is tailored to reflect your business’s unique style and voice.

Telling your story the right way

One of the hallmarks of High Weald Marketing is my story-first approach. At the heart of every great brand is a compelling story — and I help creative businesses find and share theirs.

Whether you’re a heritage craftsperson preserving traditional methods, a studio launching a new collection, or an artist running painting workshops, High Weald Marketing helps uncover the “why” behind the work. These stories are then woven into social media content to attract and engage the right audience.

Storytelling humanises your brand, and in the world of handmade and creative goods, that personal touch is what turns customers into loyal fans.

Social media support (without the overwhelm)

For many creatives, social media is a double-edged sword. It’s a powerful tool for visibility, but it can also be time-consuming, confusing, and exhausting. High Weald Marketing offers hands-on social media support, helping clients create consistent, authentic content that builds community.

Many High Weald Marketing clients are one-person businesses or small teams, which means time and resources are limited. That’s why the marketing strategies provided are realistic, sustainable, and practical.

Ways I’ve supported previous clients:

- Guided a trauma therapist through making content pillars to organise their content ideas
- Social media templates for a Google Ads business that reflected their voice and visual brand
- Provided a guide to getting started on Facebook for a circus school
- A series of 1-1 power hours on various aspects of Instagram for a business that makes rugs from British wool

Local roots, big impact

One of the things that sets High Weald Marketing apart is its deep connection to the local creative economy. Based in the High Weald Area of Outstanding Natural Beauty, the business is rooted in supporting independent entrepreneurs, sustainable makers, and creative communities.

You might have seen me:
- At local creative events and fairs
- Collaborations with other Kent and Sussex-based businesses (Hi The Colourful Brand!)
- Championing local talent on social media and blogs

This isn’t just marketing from a distance — it’s marketing from someone who understands your community, your audience and your values.

Testimonials from the creative community

Here’s what some happy clients have said:

“Steph was great to work with! Super friendly and helpful. I had a total lack of understanding when it came to social and Steph created a fantastic document that explain everything so clearly. Highly recommend her services.”
— Amy, The Cove, Tunbridge Wells

“Steph is just the person anyone floundering in a sea of marketing confusing on their socials - bringing an enormous about of positive energy, clarity and knowledge to any business.”
— Abbie Hart, Country life artist, Kent

“Steph created some LinkedIn graphics for my Google Ads business which were perfectly on brand, produced quickly and very easy for me to duplicate in the future. 10/10 would recommend
— Hannah Strong, Zora Marketing

High Weald Marketing is more than social media marketing — it’s a creative partner, a cheerleader, and a trusted guide. It’s for makers and doers who want to build meaningful businesses with clarity and confidence.

If you’re a creative business in Kent, Sussex, or beyond — and you’re ready to grow your visibility, connect with your audience, and market yourself with heart — High Weald Marketing is here to help you shine.

Florists: Do you want a grid that's as beautiful as your bouquets?

Today is National Floral Design Day, so I thought I'd take the opportunity to support florists in making their grid as gorgeous as their geraniums.

Floral displays are works of art, both bold and delicate, and are filled with your care, love and passion. How wonderful would it be to be able to transfer this personality to your social media?

Read on to gain ideas on how to make your social media visually appealing and be considered your digital shop window. Your physical shop has kerb appeal and draws the eye in - its perfectly possible to create the same effect on social media and encourage your dream audience to stop scrolling and pop in. 

Defining your brand

When you look around your shop floor, how would you describe your style? Are your floral arrangements pastel and delicate, bold and bright or modern and glossy? 

Transferring this style to your content creation will give you a good start - do you have a selection of colours that you work with, are featured in your logo and can be seen across your website? Choosing a palette of two or three colours will create posts that look efficient and smart, without being too busy or cluttered. 

Showcasing your brand

Speaking of being smart and efficient, have you considered investing in a brand photography session to help you get the best out of your brand on social media?

I recently worked with the lovely Maria, from The Colourful Brand, who produced natural, smart yet relaxed images of me. Here, I'm handing over the reins to her so you can hear from the expert. 

  1. Reflect your unique style and values
    Think about the personality of your brand. Are you known for bold, dramatic arrangements, or do you specialise in soft, pastel tones? Personalised brand photography should embody your style by incorporating the colours, textures, and details that set your work apart. For example, if your brand emphasizes luxury and romance, ensure your imagery highlights these qualities with elegant compositions and warm, inviting lighting.
  2. Keep your imagery on point and on brand
    High-quality photos of your floral arrangements are essential, but don’t stop there. Showcase the vibrant textures of your bouquets, the inviting atmosphere of your shop, and even behind-the-scenes glimpses into your creative process. This variety makes your grid feel dynamic and authentic while giving your audience a deeper connection to your brand. Consistency in colours and aesthetic ensures your grid feels cohesive, polished, and instantly recognisable.
  3. Help your audience experience your brand
    We buy with our eyes and hearts. Use authentic images to let potential clients feel the warmth of your personality, the care you pour into every arrangement, and the joy your work brings. For example, include images of a happy bride holding your bouquet or a heartfelt thank-you or get well soon note from a client alongside their arrangement. These moments tell a story, build trust, and create an emotional connection that inspires clients to choose you.

These tailored photos aren’t just pretty pictures – they’re strategic assets. They help you create a cohesive and visually stunning grid that draws in your dream clients, sets you apart from competitors, and builds trust with your audience. High-quality imagery forms the foundation of a social media presence that’s not only visually appealing but also deeply engaging.

So, take a step back and scroll through your feed. Does it reflect your brand’s unique essence in a way that’s authentic, compelling, and scroll-stopping?

Thank you so much Maria - what fabulous tips! You can follow Maria over on Instagram here.

If you're sitting comfortably...

Steph here again - when you read through my social media posts, you'll see I love telling a story. I have mixed motherhood and marketing to become my personal brand and tell stories of how they can be so similar. The captions of your social media are the perfect place to tell the story of a bouquet, share the lovely experience you had setting up at a wedding or ask questions of your audience.

As well as storytelling, another perfect way to engage with your audience is to provide practical advice such as how to care for your flowers, the flowers that are currently in season or what else you can buy from your floristry store (perhaps you collaborate with a chocolate or English wine supplier, as The Cove do?). These type of posts are a great opportunity to engage with your audience - remember, social media is a two way street, and its so important to encourage readers to answer questions, participate in polls and submit user generated content to help build a community and ultimately stop them scrolling on.

To help you keep up to date with national awareness days and be able to guide your audience to purchasing the best flowers for the best occasion, how about purchasing my content calendar? Its the perfect place to gather all the dates you come across. To give you a start, here's a recent blog I wrote with some awareness days for creatives throughout the year.

Final thoughts...

Creating an Instagram grid as beautiful as your bouquets is not just about aesthetics; it’s about telling your story and connecting with your audience. 

Are you feeling a bit overwhelmed by all of this? I'm here to help your grid bloom! By working with me, you'll get bespoke Canva templates that showcase your brand to your dream audience.

To book your Canva templates bundle, click here.

Three epiphanies I've uncovered in social media marketing

Today is Epiphany, the day in the Christian calendar when the Three Wise Men arrived to visit the baby Jesus. The word Epiphany comes from the Greek meaning 'to reveal', so I thought it would be timely to share some of the epiphanies I've had whilst working in social media for business.

We all know the world of digital marketing is very fast-paced, which can feel very overwhelming, but there are some elements which remain consistent and help you to communicate and engage with potential customers and turn them into a loyal following.

Being authentic

One of the most important things I have come to realise is that authenticity is incredibly important. Its far more valuable to write and share information about topics I'm knowledgeable about and am passionate about, rather than trying to compare myself to other people's businesses. I came across a wonderful phrase last year, that I find myself chanting on a regular basis: 'comparison is the thief of joy'.

I would love for my social media presence to have a feeling of 'community' and for my audience to feel a connection to me and my brand, and work with me or buy from me because they can picture the happy dance I'll do as a result. When you browse through my social media you'll find me talking about my family and the reason why I run my business.

So much of the social media we consume is happy and shiny, but lately I have spotted more raw posts talking about struggles they've had, things that aren't going so well and other topics that don't stereotypically feature on business social media.

Social media is a two-way street

A crucial epiphany for me and many other business owners is that social media needs to work both ways. If someone said hello to you in the street, would you ignore them and carry on?

It's the same principle with social media - rather than just using it as a 'fire and forget' tool, try using it to have conversations, build relationships and interact with other businesses and customers. This will all help to create your community, show that your account is active and relatable and build trust.

Could you spend a few minutes each day commenting on other posts in your feed? Perhaps you could compliment a cake or bouquet that comes up, ask a question about a product that is displayed or add a review if its a product or service that you've used.

You don't have to be everywhere

As a mother, I have tried (and failed) to be everywhere all of the time. The same principle applies with social media - I have tried various different social media platforms, some have worked for me and some haven't. It is much better to focus on one or two platforms and use them well and consistently.

When potential clients come to me, they have often got themselves into a bit of a tizz as they believe they should be on every platform that is available to them. My response to them is to think about which platform(s) are best suited to their business - if you have a visual product, then perhaps Instagram would work best or if you provide a service then it might be that Facebook groups are the best option.

Conclusion: embracing the epiphanies

Social media marketing continues to evolve, but these epiphanies will remain consistent. They'll help your brand to stand out from the crowd, show your audience that you can relate to their pain point and create an invested community.