Storytelling as Strategy: How We Use Authentic Content to Build Community
At Stratum Marquetry, we see storytelling not just as a way of sharing what we do, but as a strategy for building trust, inspiring change, and creating community. From our newsletter and blog to social media videos, our approach to content has evolved alongside our business, reflecting both our mission and our personality.
Why Storytelling Matters to Us
The bigger picture behind our content is simple: to involve and educate people. We want to show that business can be a force for good, and if we bring people along on our journey, perhaps they will feel inspired to make small positive changes in their own lives.
Our hope is that people walk away from our content feeling educated, inspired, and happy. We’ve even been told that our videos are entertaining—which, if true, is a bonus, because it means people tune in and watch out for our next story.
And of course, there’s another layer to it: when people know that working with us helps us continue to do good in our community and industry, they’re more likely to want to commission us. Storytelling becomes a bridge between our values and our work.
The Newsletter: A Mixed Experience
Our newsletter is where we highlight our most important news, showcase the work we’re doing for the planet and our community, and share products we’re proud of. It’s been a valuable way of reaching out—several people have enquired about working with us directly after receiving it.
That said, it’s not without its challenges. Recently, we added more than 1,700 new subscribers through a Cornwall Living competition. While every entrant opted in to hear from us, engagement so far has been low. It has been a little disheartening, but we see it as something to learn from. Building an engaged community takes time, and we are committed to refining how we connect with this new audience.
Social Media: Finding What Works
Different platforms serve different purposes for us:
Instagram is where storytelling and finished work shine—it’s our “showcase.”
TikTok is where process videos grab attention—it’s fast, raw, and effective.
Over time, we’ve learned not to overthink content. Instead of worrying about perfection, we record a video, post it, and move on. Putting content out there consistently is far better than letting the pursuit of “perfect” stop us from sharing at all.
Blogging: A Tool for Presence
We see our blog as a cornerstone of our SEO strategy. While we’re not always sure how many people read each post, we know that keeping our website updated and present is vital for visibility.
Tools like ChatGPT make blogging easier and less of a chore, so instead of getting bogged down, we can focus on sharing our work and ideas regularly.
What Authenticity Means to Us
For us, authentic content means honesty. We’d rather be upfront about our processes and challenges than paint a glossy picture that isn’t real. That honesty helps people trust us, and it keeps our mission—to do good for people and planet—at the heart of everything we share.
A recent example of this is our debate about whether to use resin in our cast surfaces. We’ve been open about the dilemma: do we use resin, knowing it has environmental drawbacks, or do we throw small offcuts into the bin? By asking our community for input, we’re not just showing transparency—we’re inviting them into the decision-making process.
While our everyday content may look more homemade than luxury, we invest in professional photography when a project calls for it. For us, authenticity doesn’t mean cutting corners; it means being real about who we are and where we are in our journey.
How Our Strategy Has Evolved
When we first started, we relied on product-based posts and professional photos—partly because we were shy and hesitant to put ourselves on camera. Today, the opposite is true: most of our content is me talking directly to the audience, sharing insights, ideas, and behind-the-scenes stories.
As the business grows, we expect our content to evolve again. With more luxury projects to photograph and more resources for better equipment, we’ll continue raising the quality of what we share. But we’ll never lose the authenticity that connects us with our audience.
Looking Ahead
Our content strategy will always be about more than just marketing. It’s about storytelling as a way to:
Educate people on sustainable practices,
Inspire others to do good,
Build community around shared values, and
Connect our mission with the people who choose to work with us.
In the end, our goal is simple: to keep telling our story with honesty and energy, and to keep involving others in a journey that we hope makes a positive difference.
