Content Strategy for Creatives Who Don’t Like Posting

Because not everyone wants to be a content machine

Let me start with a confession: I work in digital marketing, but I’m terrible at posting on my own channels. I take pictures all the time. I save things I want to share. I write notes for captions in my head. But then I overthink it, the moment passes, and the post never happens.

And the thing is, I know better. I know that consistent posting builds trust. I know it keeps you top of mind. But knowing doesn’t always make it easier.

What I’ve realised is that a lot of creatives feel the same. Designers, architects, artists, makers, we're not always comfortable putting ourselves “out there.” It feels performative. Or time-consuming. Or just not that important compared to the work itself.

But social media, when used intentionally, is one of the best storytelling tools we have. You don’t need to be an influencer. You don’t need to go viral. You just need to show up in a way that feels true to you.

You’re not a brand. You’re a person with a perspective.

One thing I tell clients (and remind myself): You don’t need to build a “personal brand.” You need to build familiarity. That happens when people hear from you consistently, with a tone and visual language that feels authentic. Think less marketing, more communication.

What helped me was thinking about my feed as a little indie film. I choose the scenes. I choose the score. I edit the story. Not everything is perfectly polished, but it has meaning. It reflects a mood. A point of view. And over time, that point of view becomes recognisable.

A few ways to make posting easier

Here’s what I try to keep in mind (especially when I feel stuck):

1. Start small, stay consistent.
You don’t need a content calendar and a strategy deck. You just need a few formats that feel natural. Maybe it's one image, one short caption, once a week. That’s enough to start building momentum.

2. Use your camera roll.
You probably already have the content. A sketch, a visit to a studio, a material sample, a moodboard. It doesn't have to be finished work. It just has to feel like you.

3. Keep a running list of ideas.
I use the Notes app for this. Little things I want to say, places I’ve visited, questions I’ve been asked. When I sit down to post, I already have material to work with.

4. Batch when you have energy.
On days I’m feeling inspired, I might write three captions or edit a few photos. I don’t always post them right away. But they’re ready for later when I need them.

5. Don’t aim for perfection.
Some of my favourite posts from other creatives aren’t the most polished, they’re the most personal. A quiet photo. A half-thought. A recommendation. It doesn’t need to be “content.” It just needs to feel honest.

What it looks like in practice

I always go back to brands like Loewe, who manage to be playful and weird and poetic all at once. Their posts often follow trends, but with a twist that feels unmistakably them.

Or Gustaf Westman, who shares studio life and behind-the-scenes moments in a way that’s visually coherent but never overdone. It feels like peeking into a working rhythm, not a staged performance.

Even studios like Paf Atelier or Bode find simple ways to show up consistently—whether through process, material, or quiet repetition. They don't try to reinvent the wheel each time. They just keep showing up with their point of view.

In the end, it’s not about the algorithm

The people who are following you aren’t expecting perfection. They’re following because they like your taste, your work, or the way you see the world.

So show them.

Show your process. Your desk. The projects you’re excited about. The places you visit. The details that catch your eye. You don’t need to post every day. But when you do, make it feel like something only you would share.

That’s the sweet spot. Personal, useful, and intentional.

I’m still figuring it out too. But I’ve realised that the goal is just to keep the conversation going.