Content Marketing for Photographers

8/2/2019 Content Marketing for Photographers

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The Content Marketing Field Guideby The Photo Life

When you started your photography business, you heard that your blog could serve as a valuable

marketing tool. Forum participants and industry peers preached that if you were authentic and

consistent in posting content on your blog, you could not only boost SEO, but also connect with a large

audience of potential clients. Then, hopefully, this audience would fall in love with you and become

paying clients.

With that in mind, youve been putting yourself out there, and have been spending enormous amounts of time and energy to keep your blog active. Youve

But building your blog and posting consistently isnt enough.

It takes more than authenticity and consistency to convert blog readers to paying clients; you need a disciplined process and approach. In this Dispatch,

well explore how to successfully use your blog as an effective marketing tool using a three step process:

1. Creating and freely sharing valuable content

2. Building authentic and relevant relationships

3. Guiding potential clients toward the purchase decision

The concept behind this three step process is Content Marketing. Content Marketing can simply be described as creating and freely sharing informativecontent as a means of converting potential clients into clients and clients into repeat clients.

successfully applied to many other media forms like newsletters, email auto-responders, podcasts, video, and more. Depending on who you are and who

your client is, these other tools might prove to be more successful for you.


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If you want to use your blog as a way to connect with potential clients, your focus must be on providing your audience with valuable content. The content

you share will determine whether or not readers come back for more, and ultimately whether youll be able to develop a relationship with them using this

online space. Eventually, this relationship will establish the trust needed for a blog reader to become a paying client.

So, what are the four characteristics that make content valuable for your readers?

It meets a need. If you want to create great content and reach your target audience, not only is it imperative to identify your ideal client, you must also

What content can I produce that would make their lives better and meet a need they have?

To ensure your content is addressing their needs and interests, try keeping the core of each article informative; how-to and list articles are easy to write

and easy for your audience to implement immediately because there are tangible takeaways.

To get started, spend 15 minutes writing down 10 blog post topics that address a need or interest that exists for your ideal client. If youre a weddingphotographer, your idea list might include a DIY decoration project or a wedding style inspiration board. If youre a family portrait photographer, your list

might include an article featuring a healthy recipe for kids or a list of 20 things to do with your kids this summer.

It entertains.

Its easy to digest.

at any time. If the content isnt easy and accessible to read anytime, your audience will put off reading it and end up never coming back to it. Making your

It leaves your reader wanting to come back for more. If your ideal audience isnt interested in reading everything youre sharing, then you might as

well not share it. Make sure that all the information on your blog will make your reader feel like they read something of real value. Whether the article helps

the reader feel more prepared for a situation, excited to take action, or inspired by a compelling story, the reader should feel it was worth the time spent

online so that theyll come back for more.

#1 Creating and freely sharing valuable content

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The content you provide allows you to build relevant relationships with your target audience and prospective clients. If youre building relationships with an

audience of ideal clients, then the likelihood of them actually hiring you is much higher.

So, how do you build relevant relationships with your target audience?

Be authentic. Infuse your voice, writing style, and personal stories into the informative content you share so that your readers begin to recognize yourvoice. As readers start to recognize your voice and get to know you through the stories you share, theyll begin to trust you and, more importantly, like you.

relationship with you.

Be strategic. You want the real you to show on your blog, but its also important to highlight particular characteristics and core values that you want your

clients to connect with. While you want your clients to fall in love with the version of you that is fun, energetic, and personable, you dont want them to miss

out on the part of you that is trustworthy and credible.

that the content youre producing consistently highlights these particular characteristics.

Take a stand. Dont live in lukewarm water. Presenting your ideas and opinions allows readers to bond with you so that relevant relationships can form and

you. Though you may turn off some readers, if youre really writing for your ideal client, your target audience will continue to follow you.

Be consistent. When you consistently offer content that potential clients enjoy reading, they will come to count on and trust your content. Ultimately, this

helps your readers and potential clients believe thatif and when they contact and hire youyour products and services will absolutely meet their needs.

#2 Building authentic and relevant relationships

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#3 Guiding potential clients toward the purchase decision

Creating generous and valuable content for your audience is only an effective marketing tool if you follow up with opportunities for sales conversion. If you

decision to purchase. Integrating your sales messaging into valuable content will give them the opportunity to purchase without you having to force it upon

them.

How do you guide clients through the purchase decision?

Think of the sales process as a funnel. The widest part of the funnel is the content that keeps a large group of prospects interestedthis content is

easy for potential clients to read without making a commitment to purchase. As readers start to know and trust you through your blog content, they will

Provide potential clients with next steps. Strategically using your blog as a marketing tool means that readers will be able to take progressive baby

steps over a period of time as opposed to taking a single leap of faith. Instead of expecting them to jump from reading online content to immediately

making a purchase decision, a blog thats been designed strategically will allow your clients to take one step at a time as they get closer to purchasing.

In order to make this process smooth though, you have to present clear opportunities for next steps.

Draw a clear path.

this will most likely be the location a potential client will go to when they are ready to start a conversation with youeven if they arent actually booking you

for a job yet. In terms of the funnel illustration, this online location and contact point would be the narrowest point of the funnel.

Make an introduction. If your readers dont know that you have a product or service to offer them, they cant choose to purchase it or ask to learn more

experience and necessitynot just a luxury purchase.

Answer questions and remove doubt.


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photographs, some basic tips, and a description of the shoot from your enthusiastic point of view.

Create a call-to-action. Your readers cant take the next step unless you provide them with a clear opportunity to do so. Now that you have an ideal path

for your readers to take through the funnel, look at each step in your content marketing process and ensure that there is an obvious call-to-action that

makes it clear how they should proceed.

One example of creating this call-to-action might be to direct someone from a blog post over to your bio page to get to know you a little more. You

Read on for practical steps to set up and monitor your sales funnel as well as to see how photographers throughout the community are using their blogs and

other online resources to convert their audience into paying clients.

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An In Depth Look at Your Sales Funnelby The Photo Life

Without a properly identified sales funnel, Content Marketing wont be eective! Mapping your sales

funnel can be overwhelming and confusing. To make it easier, use this article as your worksheet.

To identify the entry point, ask yourself these questions

Sample Funnel: (Starting with the entry point)


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Sample Funnel: (Adding the conversion point and the completed conversion)

Next, you want to identify the steps between these two points and determine which pages will guide prospects from entry to conversion. Think about the

To identify the conversion point, ask yourself these questions


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Sample Funnel: (Adding middle points)

Once you have the sales funnel skeleton, you want to look at each step and make sure that they connect. If you want a prospect to move further down the

these here.

strategy, and practical tips for Content Marketing.

here.

To identify the middle points in the funnel, ask yourself these questions

What information can I empower prospects with to remove any apprehension they might have?

What pages do you already have, or can create, that offer this information?

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Contributors

Erin Youngren

studios in the competitive Southern California market. Although based in San Diego, their deeply emotional style and passionate

photograph extraordinary weddings and incredible couples. As leaders in the photographic community, they are passionate

about helping other photographers build viable, authentic businesses, while building a photography community built on integrity

and honest leadership.

business resources for photographers.

Elizabeth Villa

Elizabeth gets to collaborate with a team of photographers and creatives to provide valuable content for The Photo Life readers.

Passionate about Content Marketing, Elizabeth spends an embarrassing amount of time researching and experimenting with the

ideas of Content Marketing for small business.

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You Dont Fit in a Boxby Elizabeth Villa

When you think of developing your Content Marketing strategy, it may seem that in order to be successful

you have to follow a prescribed formula.

If youre a wedding photographer, when you think of producing educational and entertaining content, you may immediately think of wedding planning tips,

But what if you dont feel comfortable offering planning advice, or more importantly, you know that this type of content isnt appealing to your ideal client?

sharing it.

While others are focusing on stylized engagement sessions, I am focusing on offering a time for our couples to escape from a crazy planning season.

While others are , I am .

You Dont Fit In a Box, So Stop Thinking Inside of One!


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Try this exercise out on your own, and get comfortable outside of the box!

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Creating a Client Focused Content Strategyby Erin Youngren

Blogging is equal parts enormous joy and desperate frustration. Even though it can be the best part of my

job and has been one of the most eective marketing tools for our business, its also the most dicult and

painful task that I deal with on a daily basis. If only the artistic process was a little more reliable, you know? If

only I could be clever, humorous, insightful, and interesting with a delightful twist of my wrist and a dainty click

of the mouse. If only.

But in my experience, one of the most frustrating challenges of blogging is coming up with content to publish. As photographers, a big part of that content

If the purpose of the content marketing strategy

what kind of content outside of photo shoots we should publish?

The natural response for wedding photographers is usually to feature their shoots, and then publish content about their personality and/or write content

about the skill of photographing weddings and how to run a photography business. But sometimes these approaches dont actually bring more wedding

how do you attract the right wedding clients?

But no. I cant tell you how many times Ive struggled with severe cases of writers block during the most inconvenient moments. Many times my writing

I am doing everything I can here buddy. I am showing up. I am doing the work. So could you PLEASE just meet me halfway? Anyone else been there?

Anynone??

Despite its challenges, our blog has been crucial to the growth and success of our business.


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A rule of thumb that I learned from Copyblogger and use with our blog is this: what is your ideal clients picture of happiness and how can you authentically

insert yourself into that picture?

Over the lifetime of our blog, Ive built a portrait of the exact person that Im writing to her hobbies, her favorite brands, her interests, her relationships,

even though we also write to our ideal groom, knowing full well that our ideal groom will take a look at our blog when making the decision about their

By knowing what makes my ideal client happy, or more importantly, what my ideal client thinks will make her happy, I can narrow down the topics that I do

and do not share on the blog. Basically, I want to focus on the stories where my ideal clients picture of happiness and who we are as people and as

photographers intersect.

how I made it along with a story of my not-so-kitchen-goddess cooking skilz. Its not an earth-shattering idea there are plenty of blogs out there that

do this very same thing - but I think it has historically been one of the most successful series on our blog for a number of interesting reasons.

Second, these posts include beautiful photographs of food and table details, which further display our expertise in and love for great photography.

Now I need to be careful here because Im not saying that our ideal clients are the exact same people as us or that we make up stories to please our ideal

client. What I am saying is that our ideal client has the same view on life and love as we do, so I choose to write about the authentic stories that will

even though shes completely nuts, and our ideal client will totally relate because they go on sailing trips to Catalina together and their Boston Terrier puppy

is the love of their lives even though shes driving them crazy with her constant yelping.

theyre spending their life with. Its all about bearing our souls in an authentic way that our ideal client will fall in love with.

Focus on Your Ideal Client
http://www.copyblogger.com/http://www.copyblogger.com/


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While part of developing content means knowing exactly what type of content does get published, it also means knowing what type of content doesnt get

of day out on the Internet.

In short, unless its something that would interest our ideal client, it doesnt get published.

underneath a certain category and/or type of post.

Mind Your Dos and Donts

Create Concrete Categories


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at the overall schedule and make sure that the different types of posts are evenly mixed in an interesting fashion. Nobody wants to read our love story three

posts in a row, so make sure that things are mixed up with your chosen categories and types of posts.

But make sure to focus your blog toward your ideal client, publishing content that connects - and steering clear of content that doesnt connect - with their

picture of happiness. The more that you focus your blog on your ideal client and organize the types of posts that get published, the more simple, dynamic,

and irresistible your blog will become, ultimately impacting the bottom line of your business. And isnt that the entire point?

Keep an Editorial Calendar

The Bottom Line


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5 tips for Killer Contentby Katie Humphreys

What does it really take to use Content Marketing as a way to expand your audience, make them feel

connected, and eventually turn them into paying clients?

Start with a cake.blog is sometimes not the best place to start. You can be more effective in growing your audience by starting with what the folks at Copyblogger

Media call Birthday Cake content. Birthday cake content is easily distributed and enticing. Its an initial promise made to a prospective audience,

that then can be followed up with consistent valuable content on your blog. Email newsletters, podcasts, and online magazines all have great

birthday cake potential. What birthday cake content will entice your readers?

Consistently inform AND entertain. entertaining. Informative content is rewarding for your reader because it offers a solution to a problem and is easy to implement. Informative

Be brief. No matter how great your content is, and no matter how much your audience wants to read it, if its too long, eventually theyre going

actually want to stay before you start writing.

Create content that brings your fans and readers together. What are you doing in your writing to help solidify yourimage as a leader of your community? As you seek to build an audience, remember that a community is more powerful than an individual.

that you can share information that your audience will relate to. This will help your audience not only connect with you, but with each other.

Dont be lame. Be relevant. Although its important to infuse your blog with your own style and voice, make sure that you stay

Be critical and make sure that what youre sharing is relevant and interesting to someone who doesnt already know you.

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The Nimbus Dashboard (A Sneak Peek!)by The Photo Life

Nimbus is not your grandpas website! Its a business-in-a-box that gives photographers control over their

business in a unified place. Because its one platform, management becomes seamless and so does the

experience for a photographers client. Nimbus is a flexible online environment that matches a photographers

unique brand, style and personality and forms a foundation for collaboration between photographers and

their clients.


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Connect with Social Sites

sharing accounts to share data between them.

Upload Images from WhereverYour Keep Them

youd like to get them from.


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When uploading images from Pictage, all you have to do

is choose the gallery and category of images youd like

to import.

Still curious about Nimbus?

Check out this video and .

free test drive and get ready for Nimbus.
http://www.pictage.com/blog/2011/06/22/nimbus-rethink-the-webhttp://www.pictage.com/blog/2011/06/22/nimbus-rethink-the-webhttps://app.shootq.com/signup?thephotolifehttps://app.shootq.com/signup?thephotolifehttp://www.pictage.com/blog/2011/06/22/nimbus-rethink-the-webhttp://www.pictage.com/blog/2011/06/22/nimbus-rethink-the-web


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VP, Community Marketing

Twitter: @rachellacour,

Elizabeth Villa

The Photo Life Content Curator

Twitter: @elizabeth_villa

Director of Community

Twitter: @katiehumphreys

Travis Schreer

Twitter:

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1. What is your biggest content creation challenge?

2. What is your biggest challenge when creating your sales funnel?

3. What are your goals for using Content Marketing moving forward on your photography blog?

learn, connect and succeed.

Join the Conversation on The Photo Life
http://twitter.com/rachellacourhttp://twitter.com/shootqhttp://twitter.com/elizabeth_villahttp://twitter.com/katiehumphreyshttp://twitter.com/shootqhttp://twitter.com/shootqhttp://twitter.com/katiehumphreyshttp://twitter.com/elizabeth_villahttp://twitter.com/shootqhttp://twitter.com/rachellacour

Documents

Content Marketing for Photographers