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.
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.