Stop Creating Content, Start Having Conversations

Photo by Zoe Richardson on Unsplash

At some point, every flower grower struggles with social media — not because we lack stories, but because we’ve been taught to “create content” instead of simply talking about our work.

Last month, at our FBA meetup, I watched a grower scrolling through another flower farm’s Instagram, looking increasingly anxious.

“I know I should be posting more,” she said, “but I never know what to say. And when I do post, it feels forced — it never looks as beautiful as other people’s.”

I recognised that paralysis immediately.

In fact, I’ve been deep in my own content crisis recently.

A challenge to “socialise my business” left me staring at blank caption boxes, feeling overwhelmed by formulas and frameworks from a content mastery course. The harder I tried to be strategic, the more disconnected I felt from my own social media.

Being stuck with your social marketing is painful. It feels like falling down a hole you can’t climb out of.

But when I talked to my own coach about it, something clicked:

I wasn’t stuck because I had nothing to say — I was stuck because I was trying to create content instead of having a conversation.

That realisation changed everything I thought I knew about social media.

In this post, you'll discover:

• Why "content creation" makes sharing your work feel impossible

• How conversation is something you already know how to do

• What to actually talk about (hint: it's simpler than you think)

• Why your flower friends want to hear from you—not see perfect content

The Problem with "Creating Content"

Here's what happens when you think about sharing your work as "creating content"...

You freeze. Because "content" sounds like something that needs to be:

• Strategic and planned

• Polished and professional

• Interesting and “valuable”

• Beautifully curated

• Consistent with what you think a flower farm should look like

So you overthink every post. You write, delete, rewrite, over-edit, doubt yourself… and eventually, you post nothing at all. Meanwhile, the real work you’re doing — the flowers, the learning, the small wins, the observations — goes unshared.

Not because it isn’t interesting. But because you think it needs to be packaged as “content” first.

What If You're Just Talking to Friends?

Here's the reframe that made everything easier for me:

You're not creating content for "an audience." You're having conversations with flower friends.

Think about it — you already know how to talk to people who care about flowers. When a friend who gardens texts and asks "how's it going?" you don't freeze up wondering what strategic content to create. You just tell them:

• What's happening in your garden

• What you noticed today

• A decision you made

• Something that surprised you

• What's driving you mad

• What you're excited about.

You don't overthink it. You don't worry if it's interesting enough. You just... share what's real.

That's all social marketing needs to be too.

People following you aren’t expecting a brand performance — they’re genuinely curious about what’s unfolding in your growing world. They don’t need perfect content, they just want to feel connected with you.

What Do You Actually Talk About?

This is where people get stuck: "But what do I say?"

Here's the simplest answer: Talk about what's actually happening. Whatever's going on in your garden right now—that's the conversation.

• Some days it's exciting: "First dahlia opened this morning—Café au Lait. Worth the wait."

• Some days it's challenging: "Aphids showed up on the snapdragons. Released lacewings. Hope they're hungry."

• Some days it's just routine: "Cut these before the heat hits. Morning harvests = better for vase life."

• Some days it's learning: "Covered ranunculus with shade cloth yesterday. Opening too fast in full sun. These should last longer now."

• Some days it's planning: "Ordering tulips for next season. What's your favorite variety?"

None of this requires strategy or polish. It's just honest updates about your work unfolding real time.

When you share these observations regularly, something lovely happens: people start following along with your season as it unfolds. They notice when the first blooms appear. They remember what you struggled with last year. They anticipate what's coming next.

They understand your work—including its seasonal nature—not because you explained it, but because they've been following along in real time.

The Difference Between Content and Conversation

✍🏻 Content creation says: "I need to post valuable, engaging material that builds my brand and attracts ideal customers."

(Feels like work. Feels performative. Feels exhausting.)

💬 Conversation says: "I'm sharing what happened today with people who care."

(Feels natural. Feels honest. Feels sustainable.)

Here's what that looks like in practice:

✍🏻 Content approach: [Spends 30 minutes trying to get perfect photo, edits it, writes and rewrites caption about why seasonal flowers are better, adds hashtags, still feels unsure, posts nervously or doesn't post at all]

💬Conversation approach: [Takes quick phone photo while in field] "Cut these this morning before the heat. They are now having a long drink of cool water before going into bouquets."

[Posts it. Done. Moves on.]

Which one would you rather do?

Why Your Flower Friends Want This

The people following your work — customers, market regulars, fellow growers — aren’t looking for polished content.

They want to know:

• What you're working on

• What's ready now

• What challenges you're facing

• What you're learning

• What's coming next.

They want to feel like they know you and your work. Like they're part of your growing journey, not just receiving marketing messages.

When you share honestly and regularly, several things happen:

People notice what’s happening. They ask thoughtful questions and show appreciation for what you’ve shared. They become genuinely interested in your work and are rooting for your success.

Over time, they start to recognise and remember what’s happening. They understand the rhythm of the season and understand what happens when. Comments turn into conversations that build genuine connections. They turn from “followers” or “customers” into cheerleaders and flower friends.

And here's the beautiful part: you don't have to convince them of anything. When people follow along with your season they understand naturally what makes your flowers special, why timing matters, why you grow the way you do.

The Simple Practice: 15 Minutes of Conversation

Here's the gentlest possible approach:

A few times a week (or whenever it feels natural), take 15 minutes to check in with your flower friends:

• 5 minutes: Notice 

  What happened today worth mentioning? (Not "what content should I create"—just "what would I tell a friend?")

• 5 minutes: Share
  Take a quick photo if you have one (doesn't need to be good) Write what you'd say if texting a friend Post it

• 5 minutes: Respond 

  Reply to a few comments from yesterday Keep the conversation going

That's it. No content calendar. No hashtag strategy. No overthinking. Just: notice what's real, share it simply, stay in conversation.

If you want to build a routine around your socialising, consider 2-3 specific days in the week you’ll create conversations.

Use your 3-step routine: notice → share → respond.

• Tuesday: Something you noticed

• Thursday: Something you learned

• Saturday: Something you’re harvesting or preparing

That’s plenty.

For example:

Tuesday: "Lifted the covers on the taller crops today. This warmer weather is bringing on a growth spurt? How much do you think they’ve grown in just a few days?" (Real observation, simply shared, conversation invited)

Thursday:
"Several people asked about the shade cloth on the ranunculus—climate change is making it harder for a late Spring crop! Shade house is definitely on the list for next year." (Responding to previous conversation, sharing learning)

Saturday: "Look at what we picked for the market tomorrow. Filling the van with scent right now—these are going into bunches for Saturday." (Practical update, seasonal awareness naturally present)

See from these examples that it’s just honest sharing and ongoing conversation. Anyone following your work will see how it unfolds, what you care about and what shapes your decisions.

When Conversation Replaces Content

When you make this shift—from content creation to conversation—several things change:

• It takes less time. You're not crafting perfect posts. You're just sharing quick updates.

• It feels more authentic. You sound like yourself, not like you think a "business" should sound.

• It's actually enjoyable. Talking to people who care is energising, not draining. 

• People engage more.  Real conversation invites response in a way polished content doesn't.

• Your work becomes visible. When you share regularly and honestly, people understand what you do far better than any marketing could explain.

And here's what really matters: the people who respond to this approach become your best customers and supporters. Because they're not attracted to perfect branding or clever marketing—they're attracted to you and your genuine work.

Your Next Small Step

This week, try this one thing:

Have one conversation with your flower friends.

Not a polished post—an honest update. Share what's actually happening on your farm right now. Write it like you're texting someone who genuinely wants to know. Notice how it feels to talk instead of create. Notice how naturally people respond.

Because the best “content” is simply the story of your work, told in real time.

Want to dive in the easy way

If you feel that starting a conversation is a step to far - you can make it easier on yourself with In Season a ready-to use toolkit for flower farmers. This will help you dive into your social marketing and start conversations now. You don't even have to think about what to say or post, the toolkit has it all. Check it out here.

Written by: Julie Treanor - Owner of The Pickery and co-creator of The Floral Business Activator. Still learning that the most powerful marketing is just honest conversation about what’s really happening.

Follow Julie on Instagram @thepickery