Content strategy for furniture and home stores
Furniture is a big decision. People buy from stores they already trust.
Online retailers win on price and convenience. You win on expertise, and expertise has to be seen.
Sound familiar?
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Showroom traffic
People research online for weeks and only visit stores they already know.
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Catalog-style posts
Product shots put you up against every online retailer, at a lower price.
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Your designers are invisible
The person who helps a customer pick the right sofa is your edge.
Where I’d start
Three starting points. The real formats come out of the audit, built around your people.
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01
Why this costs more
Construction, materials, what lasts and what doesn’t. Honest and educational.
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02
Room makeovers
A real customer’s space before and after, with your designer explaining the choices.
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03
Ask a designer
Recurring answers to layout and style questions.
I did it for my own business first.
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298M+
Organic YouTube views across two channels
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424K
Subscribers on the main channel
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1,663
Videos published
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$0
Spent on ads
One 41-minute video took three days to make and has earned about $25,000 over two to three years. That’s what content that pays you back looks like.
How it works
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01
Audit
I review your channels, your content and how it gets made, and tell you what’s wasting your time.
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02
Roadmap
You get written actionables: what to make, who should make it, and how often.
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03
Build
Put the right person on camera and post with feedback. Ninety days of reps, then your team runs it.
The Audit
$2,500
A one-hour call reviewing your channels, content and workflow. Written actionables, check-ins over 90 days, and a re-audit at day 90.
Questions
Can content compete with huge online retailers?
Not on price. On trust and expertise, easily. Big retailers can’t put a real person in front of every product.
Do I have to be on camera myself?
No. Part of the audit is finding the right person, and it usually isn’t the owner. Your best spokesperson is probably already on your payroll.
Isn’t it too late for us?
It’s not too late. But in two years you’ll say it’s too late, and wish you’d started two years ago.
Find out what your store should be posting.
A few questions. If an audit is the right next step I’ll tell you. If it isn’t, I’ll tell you that too, and why.
Book your audit