Content Chaos to Clarity: How We Finally Made Our Marketing Work

Most people think content is the goal.
But content without strategy? That’s just noise—pretty, polished, well-meaning noise.

We didn’t always know that. 

In fact, we created a lot of beautiful noise in the early years.
Posts that looked great. Blogs that read well. Newsletters that got a few clicks.
It felt productive. It even looked consistent from the outside.

But on the inside?
We were scrambling. Guessing. Creating in fragments.
And hoping it would all somehow come together.

The truth is: Content isn’t a side hustle. It’s a system.

And if we wanted it to actually grow our business, we had to treat it like one.

Over the years, we’ve learned that lesson the long way, through three very real, very messy phases of growth.

But it changed everything. 

Phase 1: Marketing Spaghetti

We were working from our home studio and had just hired Kirsten to help us take our content seriously. She was writing a weekly blog and email newsletter—something we’d dreamed of for a long time. It was the first time our marketing started to feel real. We had some structure. A little consistency.

Outside of the blog and newsletter, everything else felt… scattered.

There was a posting plan… sort of. But it was more like a rough sketch than a strategy. We’d get stuck on questions like “What should we post this week?” and “What’s the best posting time?” 

Some days we’d post a selfie. Other days it was behind-the-scenes from a shoot or a fun weekend moment. We’d try our hand at education: When should you update your headshot? What makes a great visual brand? 

We were trying everything—without really knowing what our audience wanted to see from us.

We were still figuring out:
Who do we serve?
What do they care about?
How do we tell our story in a way that makes an impact?

We were experimenting. Confused. Reacting instead of planning.

Throwing spaghetti at the wall.

Back then, all we wanted was to stay visible—to remind people we existed.

Looking back, it was a necessary phase. But it wasn’t strategic.
It was content without clarity.
Effort without impact.

Phase 2: The Content Hamster Wheel

Fast forward a few years: We had moved from our home studio into our first official brick-and-mortar space—with multiple shoot rooms, our logo above the door, and a small team to support us. For the first time, we had staff members dedicated to social media and marketing tasks.

We all felt it. We were energized, excited, ready to level up.

So we did what we thought we were supposed to do. We held monthly meetings, hosted brainstorming sessions, and built out our content calendar weeks in advance. We planned out blogs, newsletters, and seasonal campaigns. We tracked trends. We posted holiday graphics, birthday shoutouts, behind-the-scenes content, and educational tips.

It looked like we had it all together.
And in some ways, we did.

But when we ran the numbers? It was a mostly fruitless grind.

We hadn’t yet figured out a streamlined process for creating cohesive content. Each piece was created separately, which meant it took more time, more energy, and way more effort than it should have. 

The system was fragile.

One sick day, one rescheduled shoot, one missed post—and everything started to unravel.

We were still guessing—just in a more organized way. But this time, the effort was massive. And the ROI? Not so much.

We got likes.
We got views.
But we weren’t getting leads.

Or worse—we were getting the wrong leads.

We thought we had a content system.
What we really had was a hamster wheel.

Phase 3: A Marketing House Built on Sand

Eventually, we got good at running the wheel. We hit a rhythm, creating something that worked on the surface.

The content was solid.
The processes were running smoothly.
We had dedicated team members. Clear SOPs. Clean visuals. Consistent messaging.

For the first time, we were seeing real traction.
The newsletter was converting.
Social posts were generating some bookings.
People were starting to connect the dots between our content and our services.

But internally… something still felt off.

One week, we were booked out.
The next, it was quiet. 

Our business still felt like it was being blown around by the seasons—by algorithms, shifts in buyer behaviors, or even something as simple as the summer vacation lull. There wasn’t a sense of control. We couldn’t trust the system to perform.

Why?

Because we had a content plan—but not a marketing strategy.

Everything was organized—but it wasn’t reverse-engineered from our business goals.
We weren’t building our content around the customer journey.
We weren’t guiding people from awareness to action in a way that felt intentional. 

We’d built a beautiful house.
But the foundation wasn’t strong enough to scale.

The Turning Point

We were halfway through yet another content planning session—scribbles in notebooks, campaign ideas on giant Post-It boards, documents of captions half-written—when Lindsay said it out loud:

“But how is all this actually going to get us bums on seats?”

It was Lindsay’s favorite way of saying: When it all comes down to it, the point of all of this is to get bookings. 

The room went quiet.
Because we all felt it.
We’d been working hard. Showing up. Staying consistent.

But it still wasn’t working.

We were creating first—then trying to figure out what the content was supposed to do.
We were planning from the outside in—then crossing our fingers it would somehow lead to revenue.

We all sat there quietly thinking the same thing: Marketing consistently isn’t the same thing as marketing intentionally. 

And that was the shift.
We needed to stop thinking like content creators—and start thinking like marketers.

Instead of asking: What should we post this week?

We started asking:
Where are we trying to take people?
What’s the customer journey?
What message needs to land—right now?

We built a strategy first—and then used content to support it.
Suddenly, every piece had a purpose.
Every post had a job.
And every job led to traction.

And for the first time… the results felt consistent.
Not just visibility. Traction.
Not just activity. Growth.

Strategy wasn’t the final touch.

It was the foundation.

What About You?

It took us a years-long journey and one full-circle moment to realize that we were focusing on the how without considering the why. 

If you’ve been stuck in the cycle of posting without purpose—

We see you.

We’ve been there.

And we built this for you.

The SchlickArt Content Subscription is more than a monthly shoot or a batch of posts.
It’s your fractional marketing team—here to help you build a system that supports your growth.

We help you:
✅ Set goals and map out your customer journey
✅ Plan strategic messaging that speaks to your ideal client
✅ Decide what to shoot, who to feature, and how it all fits together
✅ Create expertly branded visual content that tells your story—while working toward your goals

You bring the vision.
We bring the plan.
And together, we create marketing that actually works.

Ready for your strategy to finally catch up to your ambition?
Let’s talk.

Marketing Strategy With SchlickArt 

At SchlickArt, we believe the best marketing strategies start with real conversations, honest goals and a deep understanding of your unique business. That’s why our approach to strategy goes far beyond spreadsheets and surface-level planning. We take the time to get to know you—your story, your values and the vision driving your work—so we can craft a plan that not only performs but feels right every step of the way.

Whether you’re scaling your business, launching a new offer or simply ready to take the guesswork out of your content, our strategy services are designed to bring clarity, purpose and momentum to your marketing. From high-level consulting and quarterly planning sessions to detailed content calendars and brand messaging, we offer tailored support that meets you where you are—and grows with you.

If you’re looking for a strategic partner who listens closely, thinks creatively and plans intentionally, we’re here to help. Let’s map out a marketing strategy that reflects your goals, supports your team and tells your story with impact.

About SchlickArt 

SchlickArt, a luxury visual marketing company based in Santa Clarita, started in March 2012 with the simple idea that empowerment creates a kind of authenticity that shines through every camera lens. Built on a philosophy–rather than a product, service or person–SchlickArt has rapidly evolved, meeting fractional CMO, business and strategy planning, professional portraiture, business photo and business video needs as diverse as the community we capture. It’s the desire to take care of you, the client, that drives us at SchlickArt. 

Kirsten Quinn

A lover of strong coffee and yellowed pages, Kirsten Quinn-Smith is a professional content writer and owner of WordSmith Content Marketing here in Santa Clarita. She believes great content can forge a loyal, authentic and beneficial relationship between you and your audience – and grow your business. With each piece of writing, Kirsten's goal is to position you in the content spotlight through audience-centered, strategy-based writing that actually sounds like you. Why? Everyone has a story, and every story deserves to be heard.

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