» 4 Easy Steps to Content Creation as a Wedding Pro

When it comes to marketing and PR for your company, content creation is king – especially if you’re the one creating it. It’s no secret that Google loves fresh, well-written and continually updated new content on a blog, rewarding it with higher rankings and greater chance for attention.

If establishing yourself as an expert is part of your master business plan, one of the expectations is that you will provide new, enriching content regularly via your own blog and through partnerships with other media outlets. So how do you create exciting and valuable new content as a wedding pro?

Outline your goals. Ask yourself, “What do I hope to accomplish by focusing more of my time on content creation?” You want to make sure you have a purpose and it’s clear what sort of Return on Investment (ROI) will qualify your content strategy as a success.

content creation

 

Begin creating a content calendar. Determine where you’re posting – which social media, blogs, and guest writing opportunities – as well as how often, keeping in mind that your goals should be manageable.

Figure out what you’ll write about. How, you ask? Host a brainstorming session with your team. Take notes after wedding days on scenarios you can turn into a list of tips for couples. Carve out a brief amount of time weekly to review mainstream press, like your local daily newspaper or The New York Times. Then ask yourself how it can relate to the event industry. Cover company news and industry news. Provide valuable content to your audience with the intention of getting closer to your goals.

Track your progress and revisit statistics quarterly. Ensure that your content remains aligned with your goals. Review your responsibilities and commitments and ask yourself if it’s still feasible to create as much content as you’re doing. Use your analytics to see what posts (social media, blog, others) end up with the most engagements and click-throughs to your site. The best plan is one that evolves and addresses what your audience wants and needs.

Content creation requires commitment and analysis. Done well, it can yield new business opportunities, increased attention to your work, and advancement in the industry of your recognition as an expert. Make a plan, review your goals and achievements, and don’t be afraid to take the leap – start building your content portfolio today.

 

Exclusive Wedding PR Education Expert for WeddingWire Meghan Ely is the owner of wedding PR agency OFD Consulting. She also leads the newly launched OFD Collective, a membership based community of wedding professionals seeking PR education and publicity opportunities for their business.

» Niche PR: How to Become the “Go-To” Expert in your Arena

Webinar recap!Niche, Webinar, PR, Marketing, Weddings, Expert, Education

In the often-saturated wedding market, a niche will help you stand out and cut back on competition. Defining a niche allows you to specialize in an area that suits your talents and personality, gives focus to your marketing, and helps you attract your ideal clients.

During this webinar for Premium members, Education Expert Meghan Ely shared the steps to identifying your niche, promoting your expertise to your target audience, and implementing PR strategies to grow your business.

Here are some of the webinar highlights:

  • Showcase your niche in your content. Your website content, social media strategy, and any other owned channels should clearly reflect your niche. In addition to your bio, portfolio, and client testimonials, add a press page and blog to your website to highlight your expertise and demonstrate your capabilities.
  • Introduce yourself as an expert to the media. Consider what media your ideal client is consuming and target those outlets. Start by sending a friendly email to introduce yourself as an expert and a resource in your niche field — and be sure to include a few brief story ideas, too.
  • Pitch yourself for guest writing and speaking opportunities. Review your topics and research opportunities; focus on those that will reach your target audience. Hone your messaging and send a concise, friendly pitch with a few examples of your work. When it comes to speaking engagements, start small, evolve your topics overtime, and never stop practicing.
  • Pursue real wedding submissions. Research opportunities, guidelines, and editorial calendars to determine the best fit and strategy for your business. Be sure to follow the rules of exclusivity and prioritize the opportunities that will reach your ideal audience.

For more tips and additional details about these recommendations, watch the full webinar! Don’t forget that past webinars are available within Premium member accounts to view anytime.

» What Are the Best Media Outlets for Me?

WeddingWire Education Expert

Meghan Ely

Meghan Ely is the owner of wedding marketing and wedding PR firm OFD Consulting. As a highly sought-after speaker in the wedding industry, she is the exclusive Wedding PR Education Expert for WeddingWire as well as the national Communications and Marketing Director for WIPA

When describing wedding public relations, the basic tenet is this: you have a message you want to get out to your target audience (or audiences), and you want to disseminate that message through the appropriate media channels. The question is, which media outlets are the right ones for me?

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Let’s take a look at some of the best ways to discern the right outlets from the wrong ones.

Are my prospects reading it?

This is an essential question for anyone whose main goal of PR is to increase brand awareness and, with that, their business. One of the first questions I ask any prospect is, “Where are you looking to get featured?” Inevitably, a large percentage answers with, “I want to be on [insert national morning show here].” I find myself explaining that, while getting national coverage like that is great, if your target audience is composed of millennials (which make up 90% of engaged couples), do you really think they are going to be watching those shows on weekday mornings? The answer is no. So, how do you find out what your target audience is reading? Polling your clients is a great way, whether it is through a survey or an informal discussion during meetings. If you find that you’ve done a great job attracting your ideal couple, then you’ll surely see a pattern.

Are they open to submissions?

This seems pretty obvious, but before submitting anything to anyone, be sure that they accept the type of content you’re sending in. For example, if you’re looking to submit a styled inspiration shoot but the blog only features real weddings, then you’ll have spent time on something that ultimately won’t come to fruition.

What kind of content are they currently featuring?

This is where you’re going to have to do a little research. Once you’ve narrowed down some of the outlets you think would be a good fit, take a look at their recent work. What kinds of weddings are they featuring? What type of articles are guest bloggers writing? If your work and expertise are complementary to their content, then it’s likely a great match.

Do they have a presence on social media?

It’s wonderful to land on a media outlet with eye-catching editorials, but if they aren’t following through with promoting content on social media, then you’re not in front of your target audience – and isn’t that the goal? Be sure that your chosen media outlet is regularly posting on its social media channels before jumping onboard.

Now that you know what you’re looking for, it’s time to start your research. Ready, set, get published!

» Editors Picks: Favorite Real Weddings from 2016

Throughout 2016, our WeddingWire editors have published more than 600 real weddings showcasing couples and the work of talented wedding professionals from across the country and beyond. Narrowing down the favorite weddings of the year was a tough task, but we were up to the challenge. Today, we’re sharing our editorial team’s top 10 picks with you. We hope you enjoy them and get some inspiration and ideas for your future couples!

nadira-laura-willow-noavi-photography
Photo by Willow Noavi Photography

Nadira & Laura

Our very first real wedding of 2016 was a complete showstopper, with two stunning brides who said “I do” in a scenic lakefront ceremony. Both brides donned elegant lace wedding gowns, which were complemented by lush fall florals and bright pops of teal.

annette-jamie-hannamonika-wedding-photography
Photo by HannaMonika Wedding Photography

Annette & Jamie

From the minute we saw Annette and Jamie’s destination wedding, we were itching to plan a trip to Greece. The sunny Cretan wedding took place just steps from the sea—so romantic! To top it all off, the day ended with a performance by traditional Greek dancers.

charisma-rohit-black-hue-photography
Photo by Black & Hue Photography

Charisma & Rohit

This Indian-American fusion wedding was filled with vibrant colors, sparkly accents and unique details, including a paper peacock escort card display made by the bride. We love how Charisma decided to break Indian tradition by wearing a white wedding gown for the reception.

magali-jonathan-arte-de-vie
Photo by Arte De Vie

Magali & Jonathan

From the bride’s Jimmy Choo high heels to the candle-lined aisle, everything about this New Orleans wedding exudes elegance. Staying true to The Big Easy, the newlyweds, their guests and a brass band paraded through the French Quarter during a “second line” at the end of the night.

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» The Modern Media Pitch

WeddingWire Education Expert

Meghan Ely

Meghan Ely is the owner of wedding marketing and wedding pr firm OFD Consulting. As a highly sought-after speaker in the wedding industry, she is the exclusive Wedding PR Education Expert for WeddingWire as well as the national Communications and Marketing Director for WIPA. To learn how OFD Consulting can assist you, as well as more about our new wedding PR kits, please visit us today.

Gone are the days when media pitches are strictly limited to blasting out the same press release to your email list of reporters. Many people are missing out on opportunities to get their name out there, simply because they think that a pitch has to be about their company and they may not always have news to share.

Sure, there is plenty of company news that is worth the pitch – anything that is timely, relevant and interesting is generally well received. However, there are plenty of other ways to get press without forcing not-so-newsworthy news into editors’ inboxes.

The Modern Media PitchCreate an effective media list

First and foremost, you’ll need to determine the best media outlets that fit your brand and your niche. Of those outlets, it’s important to find the right contacts and gather their info. This may be a bit of a task upfront, as it could require some good old-fashioned Google searching and social media stalking, but it’s well worth having the right contacts on file. There are also a number of programs to introduce you to new contacts, like HARO, SourceBottle and Babbler. Once you have your list, keep them organized in a spreadsheet that is easily accessible and simple to use.

Developing the pitch

A pitch is simply a story idea, so put your thinking cap on and get creative. In our office, we have a weekly meeting to review what’s in the news regarding weddings to get an idea of what’s buzzing around. From there, we look at each major news story and how we can turn it into a softer story angle and develop pitches out of those ideas. We’re also lucky enough to have a recent bride on our team, so if you have a newlywed, don’t be afraid to dig into their experience! You can also keep an eye out on your own weddings to see if there are any stories brewing that would make for a good pitch.

Sending out the pitch

Once you know who you’re pitching and what you’re pitching, it’s time to write it up. Always address the contact by their first name when possible and be professional throughout the email. Keep it short and simple, while still getting to the point you want to cover – editors are notoriously slammed with deadlines, pitches and other work, so you want to get your message across without taking up too much of their time. Offer yourself as a resource for further questions and thank them for their consideration.

Don’t fret if your pitch isn’t picked up. You’ve made a valuable media connection, which is worth its weight in gold in the PR world. Now, on to your next pitch…

» Wedding PR: The Art of Managing Press Expectations

WeddingWire Education Expert

Meghan Ely

Meghan Ely is the owner of wedding marketing and wedding pr firm OFD Consulting. As a highly sought-after speaker in the wedding industry, she is the exclusive Wedding PR Education Expert for WeddingWire as well as the national Communications and Marketing Director for WIPA. To learn how OFD Consulting can assist you, as well as more about our new wedding PR kits, please visit us today.

Between print deadlines and calls for submissions, it can seem tough to navigate the waters of media relationships. It’s exciting to begin a press campaign for your company but with that, it’s imperative to understand press expectations so you can best determine if your efforts are successful.

Wedding PR: The Art of Managing Press ExpectationsBelow, you’ll find our top things to keep you mind (and keep you going!) when managing press expectations as you represent yourself:

Patience is a virtue

PR takes time – it’s not a one-time overnight fix; it’s a continuous process. While it may be tempting to shoot out emails to every media outlet you think of, the best approach is a carefully calculated one. Take your time to properly research the media outlets that best fit your brand and create a media list based on your findings. From there, you can craft up a pitch to send along that shows how you can be of value to each outlet. With that said, keep in mind that not every pitch will get picked up but if you offer yourself as a resource and successfully engage with the editors, you can still consider that a job well done.

Print vs. Online

With the wealth of online media outlets and blogs that are available to us, it can be easy to overlook the value in a print feature. While it may not be your primary target, magazine placements can speak volumes about your company. When it comes to print, however, the pitching process tends to be quite different than that of online press. When we submit our features to an online source, we expect to hear back within several weeks and, if picked up, we expect to see it within a few weeks. Many magazines, on the other hand, are published quarterly, bi-annually, or even annually and come with strict deadlines, meaning you may need to hold on to that gorgeous wedding or shoot if you don’t pitch by the deadline.

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» Wedding PR: How to Craft an Award-Winning Submission

WeddingWire Education Expert

Meghan Ely

Meghan Ely is the owner of wedding marketing and wedding pr firm OFD Consulting. As a highly sought-after speaker in the wedding industry, she is the exclusive Wedding PR Education Expert for WeddingWire as well as the national Communications and Marketing Director for WIPA. To learn how OFD Consulting can assist you, as well as more about our new wedding PR kits, please visit us today.

Whether you realize it or not, awards should play a prominent role in your wedding PR campaign. They not only provide brand recognition, but they also speak to your expertise and act as a source of outside credibility. Winning a few quality awards can grow your revenue, in addition to boosting morale in the office.

Wedding PR: How to Craft an Award-Winning Submission“That’s great. But where do I apply?”

The number one key to a successful award application is to only submit to those that fit your business. Sending applications out to any and all awards you can find is a waste of time, as well as damaging to your integrity. Remember – every story is different, so don’t assume that you’re a fit for every award that your competitor has. Stick to the ones that your company truly qualifies for and put all of your effort into it.

Aim high, but be realistic as well. While you certainly may deserve some of the top-tier awards, you’ll need to work on building your brand recognition before you reach that point. Start out by applying to local and regional awards before going for the larger national ones – this way, you can start developing your award-winning portfolio.

“Then what?”

Once you’ve narrowed your focus down to one or a few awards, be sure to read and reread the guidelines. One mistake may cost you the win, so do your due diligence and know what is required for a completed submission. Give yourself enough time to complete the application and submit it prior to the deadline.

Map out your approach prior to writing – the last thing you want is to fill out an application online and lose it from faulty Internet or one wrong click. When writing up the copy, it’s best to use your own voice to make everything flow together into a coherent story. This means that you need to “speak” with the judges – stay away from jargon, acronyms, and other terms that may confuse them. Don’t assume that they know everything, so connect the dots and make it easier for them to understand. Using facts and figures, as well as images, are great ways to support your story.

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» Wedding PR: Crafting Your Personal Brand

WeddingWire Education Expert

Meghan Ely

Meghan Ely is the owner of wedding marketing and wedding pr firm OFD Consulting. As a highly sought-after speaker in the wedding industry, she is the exclusive Wedding PR Education Expert for WeddingWire as well as the national Communications and Marketing Director for WIPA. To learn how OFD Consulting can assist you, as well as more about our new wedding PR kits, please visit us today.

While you may be familiar with big brand names (think Apple and Nike), ask yourself what you’re doing to build your own brand. That’s right – a personal brand captures your personality and tells people you are an expert in a certain area.

Wedding PR: Crafting Your Personal BrandThe stronger your personal brand is, the more you’ll be respected as an industry leader, which certainly has a direct impact on a business if you’re an entrepreneur. That being said, you don’t need to own your own business to build a personal brand – all you need is a good idea of who you are and where your values lie.

First Things First

Before anything, you’ll have to ask yourself a few questions to really get an idea of how you want to portray your brand. What kind of adjectives would you use to describe yourself? How do you want to project yourself to other people? What are some of the things that you view as most important in your life?

Keep in mind that the answers to these questions will define the parameters for your branding, so it’s best to give them a lot of thought rather than to skim over it.

Know Your People

Ask yourself: Whom are you trying to reach? What are you trying to share with them? Understanding your target audience is the key to crafting a brand that will draw in the right kind of people.

Plan It Out

“A goal without a plan is just a wish.” The only way to ensure that your personal brand not only fits your personality but is also targeted to your ideal audience is to plan, plan, plan. After you’ve determined whom you’re trying to reach, figure out what channels you’re going to use to get in front of them. For example, if you’re trying to reach female millennials, Instagram and Pinterest are great places to start.

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» Wedding PR: Communicating Change

WeddingWire Education Expert

Meghan Ely

Meghan Ely is the owner of wedding marketing and wedding pr firm OFD Consulting. As a highly sought-after speaker in the wedding industry, she is the exclusive Wedding PR Education Expert for WeddingWire as well as the national Communications and Marketing Director for WIPA. To learn how OFD Consulting can assist you, as well as more about our new wedding PR kits, please visit us today.

If January is the time to shake things up with your PR and marketing, then February is the time to focus on execution.

	Wedding PR: Communicating ChangeLast month, my friend and fellow WeddingWire Education Expert Kathryn Hamm challenged the bridal bias in the wedding industry and it made me really think about change and how overwhelming it can be for the wedding pro juggling a million tasks at once.

Fresh off of my own re-brand, I can’t help but feel pangs of empathy when discussing the challenge with clients and colleagues eager to make a change in their own business – whether it be their name, brand or a combination of the two.

The good news? If you take it step-by-step and bring in the right team, the return on your efforts can be considerable. Sow how does one get started?

First, do your due diligence. You’ll want to familiarize yourself with all the to do’s that come with making a change, especially if you’ve decided on a new company name. The US Small Business Administration does a great job outlining the steps here.

Next, assemble your team. If making a name change, then you’ll want to connect with legal and financial counsel quickly. The right branding company can help guide you on your overall look – from your logo and marketing materials to your online presence.

In the midst of the above, you’ll also want to really start thinking about the message you’d like to craft and disseminate about your company’s changes. Ask yourself – why are you making this move and what would you like others to know about you as a result?

When communicating the change, you’ll want to think carefully about your target audience and the best channels for reaching them.  In addition to your prospective clients, you’ll need to consider your current and past clients (remember – the latter are still in a position to refer you!), colleagues you work with regularly and the media.

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» Wedding PR: Time to Shake Things Up!

WeddingWire Education Expert

Meghan Ely

Meghan Ely is the owner of wedding marketing and wedding pr firm OFD Consulting. As a highly sought-after speaker in the wedding industry, she is the exclusive Wedding PR Education Expert for WeddingWire as well as the national Communications and Marketing Director for WIPA. To learn how OFD Consulting can assist you, as well as more about our new wedding PR kits, please visit us today.

January tends to be a natural time in the year for wedding pros to plan for the year ahead. We set goals, refresh our brand, and finally cross off all of the lingering to do’s on our never-ending list.

Wedding PR: Time to Shake Things Up!In years past, I use my first post of the year as a not-so-gentle reminder to get organized before wedding season sneaks up on us yet again. But what if you are already there, armed with your standard operating procedures, and you’re still seeking that “something different” that will fulfill that missing spot? Luckily, there are a number of ways to mix things up and start off your next venture.

Go Offline

That’s right – log off and smell the roses! It’s understandable if the majority of your marketing efforts are online, as millennials are constantly connected. However, it may be time to diversify and devote some of your time to going offline – from magazines to television, it never hurts to branch out and build your brand through different mediums. Start off with one new approach that reaches your target audience and fits in with both your company’s goals and your skill set.

Consider Podcasts

Beyond hits like Serial and This American Life, podcasts are a great tool for marketing your wedding business. There are podcasts for nearly every niche out there and they can be considered a media on-the-rise. Not only are they very popular with Gen Y, but they come with the added bonus of being great practice for those interested in speaking (see next point!). Unlike online and print features, podcasts allow for your target audience to get a glimpse of who you really are and how excited you are to talk about weddings.

Speaking Engagements

While public speaking may not be everyone’s specialty, it’s hard to argue against the fact that it’s great for getting your brand out there. If you’re ready to take the plunge, start small and work on developing a platform based on your expertise. Start out in your region and look into local networking groups or industry events. Consider reaching out to nearby universities’ hospitality departments and inquire about guest lecturing. Find a way to include guest participation and be sure to ask for feedback afterwards. It’ll only take a few practices before you start feeling like a seasoned pro!

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» Wedding PR: How to Prepare for a Crisis

WeddingWire Education Expert

Meghan Ely

Meghan Ely is the owner of wedding marketing and wedding pr firm OFD Consulting. As a highly sought-after speaker in the wedding industry, she is the exclusive Wedding PR Education Expert for WeddingWire as well as the national Communications and Marketing Director for WIPA. To learn how OFD Consulting can assist you, as well as more about our new wedding PR kits, please visit us today.

Crisis: Not necessarily the first word that comes to mind when you think of the wedding industry. Sure, the buttercream could melt off of a cake on a hot summer day, and on occasion, the event itself may cancel. But for the majority, the wedding industry is a relatively low-key place to hang your hat.

Creating a plan for dealing with a potential crisisThat said, things can and will pop up. Unhappy clients or vendors could blast you on social media. You are preparing to announce a major shift in the company but word gets out before you share it.  A former employee decides to go out on their own without telling you. Photos from your portfolio are taken and used on someone else’s site. Sound familiar? I have no doubt that either you or a friend has experienced at least one of the above.

It’s all the more reason you should put a crisis plan in place – with the hopes that you never have to use it. So how do you go about preparing for the worst?

Outline the scenarios

Now is the time to ask yourself – what could actually go wrong? Carve time out of your schedule to start listing potential scenarios and revisit it every six months. Find yourself coming up short? Ask employees and trusted colleagues to chime in. Some common situations include:

  • Poor review from unhappy clients
  • Negative public backlash from a fellow vendor
  • Employees (former or current) who receive negative press as a result of something that’s not even connected to your company
  • Accusations regarding business practices from a competitor

The list goes on and on and varies depending on your offerings. This step is absolutely essential to the process because it gives focus to what you should be preparing for.

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» Wedding PR: Let’s Go Offline

WeddingWire Education Expert

Meghan Ely

Meghan Ely is the owner of wedding marketing and wedding pr firm OFD Consulting. As a highly sought-after speaker in the wedding industry, she is the exclusive Wedding PR Education Expert for WeddingWire as well as the national Communications and Marketing Director for WIPA. To learn how OFD Consulting can assist you, as well as more about our new wedding PR kits, please visit us today.

It’s a fact – couples spend a great deal of their time planning their weddings online which is all the more reason you will focus quite a bit of your PR strategies there. With that being said, there are still a number of offline PR opportunities that may still be a great fit for your company, including:
Tips for handling your offline wedding PR

  • Radio and podcasts
  • TV features and interviews
  • Print magazines
  • Speaking engagements

I’ve said it before and I’ll say it again – PR takes time, as well as quite a bit of effort, but the rewards can be well worth it. That’s not to say, however, that you should jump on every strategy that comes to mind. Now is the time to qualify each to ensure your time is spent wisely. Ask yourself:

Does this fit into the overall goals for my company?

You should be revisiting your company goals at least one to two times a year. Goals help create a road map for success and assist you with selecting marketing and promotional strategies.

If you would like to continue to increase brand awareness for your company locally, for example, then it would make sense to pursue area radio and TV interviews opportunities. It may not make sense, however, to seek out industry conference speaking engagements unless you can find ways to create alternative revenue streams from it.

In short, don’t suddenly jump on new offline PR opportunities if it doesn’t fall in line with the direction of your company.

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