Benefits of blogging: The secret weapon for wedding businesses
Let’s be real - the wedding industry is filled with competition, attention spans are short, and social media platforms are overcrowded. No debate there, right?
Knowing all this as small business owners, it’s important to invest our marketing efforts in areas that are gonna pay off ten-fold and long-term.
How the heck do you do that? By spending time creating “pillar” content (aka “core” content), which can grow legs on its own and be repurposed indefinitely.
The best examples of this evergreen content are a) YouTube videos and b) blog posts. Since blogging is the more approachable and applicable option for most service providers in the wedding industry, I wanna focus on highlighting that as a primary marketing method.
And I know - sooo many of you photographers, planners, florists, makeup artists, and all ya other wedding pros are probably thinking no one will read your stuff and it’s not even worth the effort.
BUT- if you’re spending time creating content for Instagram, emails, or your portfolio; my goal is to convince you to prioritize blogging instead. (To clarify: You can still incorporate those other strategies - but I believe putting blogging first will make your life easier, and I’ll explain why.)
Essentially, creating blog articles surrounding your expertise is going to help you build authority, attract local clients, and amplify your reach. Here’s how.
Establishing Authority & Expertise
Obviously, if you want to be known as an expert in your craft, you need to showcase your *drumroll* expertise! And writing a blog post on a topic you know a ton about is an awesome way to demonstrate your experience and gain the trust of engaged couples.
You can offer tons of insight that your potential clients are craving, and you have a unique perspective you can infuse into your writing that nobody else can fully replicate. Trust that!
But it’s not just the humans you’re impressing with your knowledge, it’s the Google bots, too!
When you consistently create content that is actually helpful or inspiring for people, Google recognizes and rewards that. That means your website can start showing up higher in search results and be seen by more people in your target audience!
Maintaining a Current & Active Website
Like I said, Google loooves fresh, relevant content. That’s because it wants to avoid showing websites to people that are completely outdated.
The problem with only having your core website pages (Home, About, Services, Contact, etc.) is that they don’t get updated that often. They’re also not as likely to show up on the first few pages of search results, since there are a million “Wedding Planning Services” pages competing for that top spot.
But by posting on your blog as often as you can (which can be any frequency you personally have the capacity for - so don’t stress), you signal to search engines that your website is active and current! PLUS it gives you more opportunities for one of your pages to get traffic.
Blogging provides an avenue to showcase your ongoing work, recent projects, and industry trends; thereby reinforcing your credibility and attracting potential clients ;)
Local Search Optimization
Another thing Google tries to do effortlessly is show local businesses in search results. So if you can help Google understand the region you’re trying to serve, you’ll make it easier for Google to connect you with the people in that region. Blogging is an awesome way to optimize your website for local search results.
Even if you travel worldwide to deliver your services, targeting a specific geographic area is still a really smart strategy. It’s just another way to zero in your marketing efforts and eliminate some competition!
You can write about other local wedding businesses you’ve collaborated with, venues or suppliers you recommend in the area, or showcase weddings you’ve done using location-specific keywords.
Enhanced Value & SEO Benefits
If you’re already spending time adding work to your website’s portfolio, I recommend trying to turn your weddings into a blog post instead.
Let’s be honest, no one wants to look at 150 photos from one wedding day, other than the couple and their loved ones…
If you can pair down the visuals to only the best shots from the event, while adding in written insights, tips, and advice; that same wedding is going to provide value to a much wider audience.
And the more time people spend on your blog post, the more Google gets the memo that your blog is legit and should be seen by more people.
We love that for you.
Increased Longevity
One thing I hate about social media is that your post gets almost immediately buried within a day or two of posting, which makes it really hard to reach a wider audience. Ugh. But the beautiful thing about blog posts is that the traffic to them is likely to grow overtime.
That’s why it’s overall a better use of your time to craft a juicy blog post. As long as people seem interested in it, Google will keep recommending it to more people!
My most popular blog posts at this very moment are the ones I wrote 3 years ago. Because the traffic snowballs!
To capture this evergreen magic, try addressing common pain points, answering frequently asked questions, and providing practical tips. That way folks can revisit and benefit from your blogs months or even years after you publish them.
Simplifying Your Marketing Strategy
This is maybe my favorite part: Since you are probably juggling what feels like a bajillion marketing channels for your business, why not streamline by creating a cohesive marketing strategy, centered around a core piece of content (the blog post)?
First make an effort to think about your audience's needs throughout the year; then you can create a content plan that aligns with their interests and wedding planning journey. Don’t forget to weave in your wedding images, personal stories, and case studies to make it engaging :)
The blog can not only be a cool content hub for your audience where they can always come back for more, but it can also act as a foundation for all the other content you might need to create: email newsletters, Instagram carousels, Reels & TikToks, Pinterest pins, lives and long-form video, etc…
The opportunities are kinda endless when you’re repurposing strategically. And it saves so much time when you’re not always creating fresh content from scratch for each individual platform. Yas!
Most wedding pros aren’t taking advantage of blogging
If by chance you heard blogging was dead, ya heard wrong.
To say blogging is dead is like saying Google is dead. As long as we’re still typing questions into the search bar, articles will still be the main source for the answers and inspo we seek.
Yet, most wedding professionals still aren’t taking advantage of this incredible SEO strategy. That means it’s a great way to get ahead!
If you’re feeling lost on whattheheck to write about, I’ve created an awesome resource for you, which you can download for free here. There’s enough blog post ideas in there to last you 2 years :)
But maybe you’re still worried blogging is going to be too technical or time-consuming for you to tackle. In that case, you’ll want to read part 2 to this article, where I’m be sharing HOW I recommend tackling this marketing strategy - so that it’s simple and approachable:
Read: Making blogging approachable: Simple tips for success in the wedding industry
Hey wedding pro! Don’t leave without checking out these:
How to move your website up in Google - An ultimate guide to SEO for wedding pros
Becca Pountney podcast: 8 Reasons your wedding business website isn’t helping you book couples
Portfolio: Colorful wedding planner website design in Squarespace
Making blogging approachable: Simple tips for success in the wedding industry
