One of the best ways to attract and retain customers today is by expanding your brand's online presence. The most visible way to do so? Creating valuable content that your target maker audience loves. Digital content creation increases the number of indexed pages on your brand's website, bolstering your SEO and providing a space for your social media posts to direct traffic to. But how can you decide what content to make?
For many makers, their craft is a way to escape the technology and screens that are constantly competing for our attention by creating something physical with their hands. However, plenty of makers (including those we just mentioned) also use technology to fuel or supplement their craft. No maker is less valid by using technology as part of their process. On the contrary, technology opens up the doors to new creative avenues for all types of makers.
Marketing to makers starts like marketing to any other audience: you have to understand who they are, what they need, and how to connect with them in ways that matter. When we're talking about modern makers specifically, the key word is "authentic." But how does that factor in when we're trying to introduce your brand online? Are brands even welcome in the online communities created by and for makers and DIYers?
It's incredibly exciting to see so many talented makers succeed with their small businesses and side hustles. Before the Maker Movement, that volume of success would have been much harder to come by. But for every small business in the movement, there are even more people who make purely as a hobby—and they should be just as important (if not more so) to maker brands as the pros and semi-pros.
Every group and culture has its own way of expressing and sharing ideas that develops over time. Now, during the rise of the Maker Movement, participants and supporters of this new maker culture are developing their own rhetoric, one that focuses on the creative spirit and the collective shift away from commercialism that inspires people to work with their hands to make something completely new.