Be brief, be
consistent, know your stuff, and manage your own content.
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Bicycles on Water Street, by Carol L. Douglas |
That little logo to the right of this post that reads “Top 75
Painting Blog” is not based on someone’s opinion. It’s based on social metrics,
and I’m very flattered to be number
seven on the list.
I’m frequently asked how to blog; after all, I’ve been doing it, on and
off, for more than a decade. However, until a few years ago, I wasn’t getting much traction. My friend
Brad VanAuken was taking my painting class. I asked
him for advice. Brad is successful author,
consultant and blogger, and
an expert in his field, which is brand strategy.
Brad told me that random and irregular efforts are ignored
in the blogosphere; I had to post on a regular schedule if I expected anyone to
pay attention. Since then I have written five days a week. I keep this schedule
up whether I’m in my studio or above
the Arctic Circle.
That’s the same advice I give about painting. Inspiration is less important than consistent work habits. The
more you practice any discipline, the better and easier it gets.
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They say "write what you know." I know painting, and not a lot else. Photo courtesy of Margaret Burdine. |
The internet reacts to pot-stirring. The more you post, the
more attention you get. That’s why Instagram,
Pinterest, and other social media
sites matter. The good news is, you really can do them all and still have time
to paint. The secret is to develop a posting protocol and follow it.
Only you can determine what social media sites works for
your following. That comes from trial and error. But give them a fair shake. I
regularly post on Tumblr, even though it
is not my target audience. Someday, those kids will grow up.
The process takes me 90 minutes each day. If it took longer,
I wouldn’t do it, because it would cut into my painting time too much.
The craft of telling a story in 400-600 words is a very specific
one. It doesn’t allow for much research or for fully-realized concepts. But
within it, one can convey a lot of information.
I also got excellent advice from Bob
Bahr of Outdoor Painter. He said that,
all other things being equal, it was best to host my own blog. That would give
me control of my brand. Until then, I hadn’t realized how constrained I was
writing under the flag of a daily newspaper. Since I left, my readership has risen
markedly and I’m much happier.
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These are the top affinity categories for my readers. I don't tailor my writing to them. |
Art is a niche market. I write about art-specific topics, so
it surprises me that visual arts and design aren’t even in the top ten affinity
categories for my readers. I have never been able to predict what blog posts
will capture my readers’ fancy. I generally just write about what interests me.
If you only write once a month, and your writing is strictly
limited to your paintings, then perhaps it is best to send newsletters directly
to your client base rather than trying to maintain a blog. Instead, use
online-selling websites like Fine Art
America or Saatchi
Art to find new buyers.
I do not send my blog to my email marketing list. Most
people read it through social media. I think the email subscription list is going
the same way as the postcard. Use it, but rely more on social media.
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