There's something beautiful about the simplicity of a craft market. You set up your wares on a table, people come by and look at them, you chat, and hopefully, they buy.

It all gets more complicated when you're selling from a distance, whether it's direct to consumer or via a retail partner. There's no face-to-face connection, no chance for them to ask you questions or for you to see their expression when they pick up your products. The relationship becomes mysterious. Who are these people adding your products to their virtual shopping basket? How can you connect with them and build a relationship that will keep them coming back again and again?

That's where content marketing comes in. The idea is that you're marketing your brand and products to customers, but in a way inspired by the content world, a.k.a. journalism and entertainment. You're not just sending out flyers. You're adding value to people's lives.

Want to learn more? You're in luck! Our next event is all about content marketing. We hope you can make it — and if not, a reminder that ticket holders will receive a video to watch at their leisure. Plus, paid Workshop members have access to videos of all our past events. You'll find them at the bottom of each event recap.

Yours in making,

Co-founders Corinna vanGerwen and Kat Tancock

P.S. We're planning a story about running Instagram giveaways. Do you have advice on what's worked (or not worked) for you, tips on useful software and tools, or questions on how to make yours better? Reply to this email and let us know!

Illustration of vending machine holding blank bags and boxes, with caption "your brand here"

Live Event: Content Marketing for Makers

Overwhelmed by creating content and not sure how to focus? Join Workshop co-founder Kat Tancock for a webinar and Q&A on the basics of content marketing and how to make it work for you.

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