A Lesson From Martha Stewart About Your Show

Posted on May 14, 2012


Paper mache flowers aside, there are things we can learn from Martha Stewart.

Whether you love Martha Stewart or hate her, you have to give her credit, the woman has been very successful. So I was intrigued by a recent Future Buzz article on lessons marketers can learn from her.

Out of seven lessons, one that stood out to me had the headline, “Tap the Innovation Crowd” which focuses on how Stewart uses the Web site Etsy to hunt for contributors. For anyone not familiar with Etsy it is a site where small manufacturers of all sorts of artsy-crafty type of products can set up a store to sell their wares.

Talking about the site in a recent interview, Stewart explained that her team finds the most talented people on Etsy and works with them to create content for her show and other Martha-related media outlets, “We use a lot of Etsy contributors on our show. We go there when we’re looking for a crafter that makes crepe-paper flowers, for example. We go to Etsy and try to find the best.”

While you may not need crepe-paper flowers for your show there are a lot of great content creators out there that are doing things that do relate to your content.

Seek them out and find ways to make them a contributor to your show. Much like Martha does with people who sell on Etsy, you get great content, they get great exposure and everybody wins.

And, as happy as that ending was, I’m not going to say it’s a good thing. I just won’t do it.