The following post was written by WeddingWire Education Expert Andy Ebon. Andy is the Founder of Wedding University and The Wedding Marketing Blog, and is an International Public Speaker, Writer and Consultant based in Las Vegas. Andy travels across North America and beyond, presenting to Associations, Wedding Industry Conferences, Regional Gatherings, and Local Meetings.
Developing and writing blog content on a consistent basis is the most challenging part of building and maintaining an audience of prospects, peers, and the media. Even just coming up with fresh topics each week or month can seem daunting for beginners. Writing down blog ideas when they hit you is the key to consistently coming up with new topic ideas! Don’t just trust your memory – write down the concept, finished title, or just the essence of an idea.
When developing blog content, consider these important guidelines to start:
- Don’t make it all about you/your company. You are far better off to make about 75% of your content about clients you work with, industry developments and inspiration. If too much of your content is about patting yourself on the back, readers will drift away.
- Allow posts to ‘breathe’ by taking liberal paragraph breaks and using bullet points. Online readers tend to scan, and long paragraphs are not reader-friendly.
- Use bold text, not italics, as visual speed-bumps to cue the reader to pause on important words or phrases.
Examples of Post Topics
As you begin your blogging journey, ideas will find you in many forms. TV commercials, magazines, event experiences, trade show, collaborations, retail transactions (with you as the customers). If you need some help getting started, try out some of these post examples below:
1. Praise a collaborating business: Identify the little things, maybe even the unseen things that make a fellow wedding professional exceptional. It may be his specific techniques for calming the client, or her ability to keep other wedding professionals in-the-loop. Emphasizing the subtleties of excellence in execution can be as praiseworthy as the work itself. Always link back to the business website or Storefront, and send them a quick email to let them know you’ve been saying nice things about them!
2. Review an industry book: There are a multitude of books about various aspects of weddings and wedding planning. It’s a great idea to read new books regularly and, every so often, write a review. Hit the high points, and explain to your reader how they may benefit from reading this particular book. Include a link to wherever the book can be purchased so readers can follow up.
3. Conduct a behind-the-scenes interview with another Pro: These posts can be quick hits, explaining things that a client doesn’t normally see or wouldn’t be aware of. It can be a simple, question/answer format, spread over several blog posts. For example, ask a florist what day/time they go out to pick up flowers for a wedding, and how or why that varies from client to client. Other wedding professionals as well as potential clients can benefit from this type of insider knowledge.
4. Answer important questions that prospective clients seldom ask: Educate the couple on important elements in hiring your service category, including what questions they should ask and why they’re important. This is soft way to demonstrate your expertise by explaining something that otherwise might be missed.
5. Announce improvements in your business: We often think that technical upgrades or new equipment are mundane and uninteresting, but they may be of interest to people who are outside our business. What is the new piece of gear, technology, etc. your business purchased, and how does it help you serve the customer more effectively? Explaining back-up systems or disaster prevention plans can also show how your preparedness wins the day.
Remember: Take a break from writing and re-visit the post later in the day or the next morning to make edits. If you have another employee who is able to read it, ask them to look for any lack of clarity, typos, spelling errors or grammar issues. Most blogging platforms allow you to edit your post even after it’s live, so don’t worry if you missed something the first time – you can always make updates!
Finally, don’t over-commit to developing blog content. If you are able to consistently post twice weekly, and occasionally more, you’re rolling. Start slow and build as your confidence grows and your time allows.