(Spoiler: You Need Both)
“Do I post flower care tips or behind-the-scenes reels?”
“Should our blog be practical or poetic?”
“Do people really read how-tos... or do they just want to see pretty bouquets?”
We get these questions from florists all the time.
And the truth is: you don’t have to choose.
The best florist content educates and inspires.
One builds trust. The other builds emotion.
Both help you sell more flowers.
Why Educational Content Works
Educational content = useful, helpful, practical.
It answers real questions and solves small problems for your customers.
It’s not “salesy” — but it drives sales by building trust and authority.
Examples of florist educational content:
- “How to Keep Peonies From Drooping”
- “What to Write in a Sympathy Card”
- “How to Choose Flowers Based on Birth Month”
- “What to Expect From Our Delivery Service”
These posts get saved, shared, and ranked in search.
They help new visitors see you as a pro, not just a pretty Instagram feed.
Why Inspirational Content Works
Inspirational content = emotional, beautiful, memorable.
It creates connection and desire — even if no one needs flowers today.
Examples of florist inspirational content:
- “A Bouquet Inspired by My Grandmother’s Garden”
- A video of you designing a romantic anniversary arrangement
- “Why We Always Include One Unexpected Flower”
- Storytelling in a wedding gallery caption
This kind of content builds brand loyalty and dream-buying energy.
Where to Use Each Type
The Best Posts Do Both
💡 Here’s the secret:
The best-performing florist content usually blends education with inspiration.
Example 1:
“How to Choose the Right Flowers for an Apology”
→ Educational: flower meanings
→ Inspirational: emotional storytelling & tone of voice
Example 2:
“Our Valentine’s Bouquets, and the Stories Behind Them”
→ Educational: bouquet details, ordering deadlines
→ Inspirational: love stories, brand voice, design intention
This blend connects heart and head.
Tone Tips for Each Channel
- Blog: write like a helpful friend, not a professor
- Instagram: mix short poetic lines with useful tidbits
- Email: use a warm, human voice — no stiff intros
- Product descriptions: mix delivery info with dreamy copy (“Sunset colors for your forever person”)
Final Tip: Start with the Goal
Before you hit “publish,” ask:
- Does this teach something useful?
- Does this make someone feel something?
If the answer is yes to at least one — you’re on the right track.
If both — even better.
Want Help Creating Content That Connects?
We help florists craft brand-driven content that informs and inspires—across blog, email, social, and site copy.
