Marketing Doesn’t Have to Feel Gross: A Better Approach for Small Businesses, Organizations and Creatives
Today’s topic has been rumbling around in my head for well over a year. It’s something I’ve tiptoed around, wrestled with, and found myself side-eyeing every time it popped up in conversation or industry chatter.
For me, it feels like an elephant in the room—one that’s always been sitting uncomfortably close. And while it may not feel as loud for everyone, I know I’m not alone. So we’re going to name it, unpack it, and re-frame it together.
I want to talk about the words: content, marketing, and advertising.
Each one has its own weight. Each one can bring up resistance, awkwardness, or even flat-out burnout. And each one, in its own way, has been misused or misunderstood—especially for small business owners who genuinely care about people and relationships over flashy tactics or constant promotion. So let’s talk about it!
Why The word “Content” Still Makes Me Cringe a bit (But I Use It Anyway)
We’re starting with the big one: content.
Even now, as someone who helps others build content systems, I still flinch a little when I type that word. It’s not that it’s a bad word—but for years, especially coming from a photography background, it felt wildly impersonal. It never sat right to describe client images, heirloom moments, or brand storytelling sessions as just “content.”
To me, content once felt like a generic, throwaway label for something deeply personal.
But over time, I’ve redefined it.
✍️ Here’s how I now define content:
Content is anything you create that communicates value, tells a story, or serves your audience.
It’s the blog post that answers someone’s burning question at midnight.
It’s the client prep guide that helps someone feel confident before their photo session.
It’s the short email that makes someone feel seen.
It’s the social post that shares your process, your mission, or your values.
🚫 Common negative associations:
“Content” is just noise or fluff
It's only created to feed the algorithm
It’s another item on a never-ending marketing to-do list
It prioritizes performance over people
✅ But when created intentionally, content becomes:
A resource for your clients, not just a reflection of your business
A library of insight that saves you time (and your clients confusion)
A way to build trust without needing to show up 24/7
An extension of your values, voice, and impact
It’s what I call a core content library—a term I expand on in this post—and it’s the foundation for marketing that works smarter, not harder.
Marketing and Advertising Aren’t the Enemy
Now let’s move to the next two biggies: marketing and advertising.
If you’ve ever said “I hate marketing” or “I’m just not good at selling,” I hear you. These words often carry baggage. They feel loaded, performative, and like something we have to do, rather than something that reflects the heart behind what we do.
By definition, marketing is the process of promoting and selling products or services, including market research and advertising.
And advertising is a form of communication used to influence an audience to take action.
Which—on the surface—feels cold, right?
But here’s what I believe:
🧠 Marketing isn’t about tricking someone into buying something.
It’s about clearly communicating how you can help.
And that’s the part we often miss in the conversation. Marketing done well isn’t flashy or manipulative. It’s grounded in empathy. It starts by understanding your ideal client’s needs, fears, and desires—and then showing up with honest, helpful information that supports them.
🚫 Negative associations with marketing/advertising:
Pushy, salesy tactics
Constant self-promotion
Clickbait headlines or empty promises
Chasing attention rather than building trust
✅ But here’s what it can actually include:
Sharing behind-the-scenes of your process to build confidence
Answering FAQs in a blog post to save your future clients time
Educating your audience so they feel empowered, not sold to
Showing up consistently with value, even if you’re not always selling
That’s what life-first marketing is all about—a core pillar from my workshop and approach. It’s built to serve real people, on real schedules, and with a real desire to do meaningful work without burning out.
If that sounds like the kind of marketing you want more of, it might be time to stop resisting the words and start reshaping what they mean to you and your business.
A Life-First Way to Show Up and Serve
At the end of the day, you don’t need to chase trends, flood your feed with daily content, or feel like you’re constantly shouting into the void. You can market from a place of service.
You can create content that helps your audience feel more equipped, more confident, and more connected.
You can advertise in a way that’s honest, aligned, and rooted in real relationships.
Marketing isn’t about being the loudest in the room.
It’s about making the right people feel seen and supported.
That’s the kind of work that builds community. That invites collaboration. That leaves space for you to have a life outside your business.
Want Help Creating Content That Works Without the Hustle?
If you’re ready to re-frame how you approach content and marketing, start with these two resources:
📌 What Should I Blog About for My Business? 30+ Blog Post Ideas That Actually Drive Traffic, Sales, and Save You Time
📌 How to Start a Blog for Your Business (Even If You’re Not a Tech Person)
And if you’d like weekly tips, tools, and encouragement to keep going without burning out...
👉 Sign up for The Friday Mix — my email list filled with quick wins and sustainable strategies made for busy creatives and business owners.