It’s no secret that blogging comes with a lot of benefits. I mean, blogging is great for SEO. Blog posts can be used to attract new customers and lead them through your sales funnel. Blogs give you content to share on social media on the regular. And, as you work with your clients, you can easily refer them to already-created blog posts to give them the information they need without having to draft a long email.
While data supports and most creative entrepreneurs agree blogging is beneficial, writer’s block is real, especially when it comes to writing about your work (e.g. writing about a wedding or shoot if you’re a photographer).
While writing and storytelling comes more naturally to some than others, I know firsthand that when you have a template to work from, blogging your work becomes drastically easier.
Because blogging my work has done wonders for my business (I’ve even had wedding clients book specifically because of blog posts!), in this episode of Priority Pursuit, we’re breaking down what to write about when blogging your work as a creative entrepreneur and how you can create a blog template that allows you to blog about your work quickly and effectively.
If your business has a personal brand, marketing experts agree that there are three kinds of blog posts you want to create on a regular basis:
All of these types of blog posts are beneficial and have their place, but taking the time to blog your work comes with a few particular benefits:
While potential customers can certainly peruse your website and should be able to see your best work in your portfolio, blog posts allow prospective customers to see your most recent work or your work that’s most relevant to them. This allows potential customers to both see and read about what it’s like to work with you.
For example, I know that when VRP couples are on my website (whether they go directly to my website or find my site or a blog post via Google), many of them go through blog posts, because blog posts give them an idea of what their wedding photos will look like if they decide to work with me.
While couples will organically check out blog posts of my work that are relevant to them, when couples inquire, I’ll also send them blog posts of my work that could be helpful to them. For example, if I’ve photographed a wedding at their wedding venue in the past, I’ll share a link to an old blog post.
Basically, through both the words in your blog post and any images you share, potential customers can see and read about what it’s like to work with you and get a better idea if you’re the right photographer, hair stylist, or [INSERT JOB TITLE HERE] for them.
Another benefit of blogging your work is that you can serve your customers well. For example, as a wedding photographer, my couples love when I blog their engagement and wedding photos.
Not only do these blog posts give couples previews from their shoots quickly, but couples have told me time and time again that they so appreciate that I take the time to tell a bit of their story.
Now, if you aren’t a wedding photographer, blogging is still a great way to serve your customers. I mean, think about it. If you’re a web designer, your clients will be so flattered that you took the time to share about the site you developed for them and give them a backlink by linking to their new website. Or, if you’re a hairstylist, your clients will be thrilled to see that you blogged about their hair, because it will give them affirmation that you think their hair looks amazing.
Basically, blogging your work is a service to your clients and a great way to uplevel your customer experience.
Last but not least, blogging your work is a great way to generate traffic to your website, which is great for SEO. Essentially, the more traffic Google sees your website receiving, the more valuable Google will consider your website. After all, why would so many people go to your website if you don’t have something incredible to share?
For example, as a wedding photographer, I strive to blog weddings as quickly as possible. If you listen to “Episode 012: How to Create Systems within Your Creative Business (AKA My Workflow as a Wedding Photographer),” you can hear my whole workflow, but I always blog weddings within a week of a wedding and before final galleries are delivered to capitalize on VRP couples’ and their loved ones’ excitement.
You see, as a wedding photographer, when you blog weddings quickly, the couple and their guests are still really excited about the celebration, and they can’t wait to see photos. As a result, the couple and their loved ones will certainly check out the blog post and likely share the post themselves.
However, if you were to wait to blog the wedding until after you’d shared the full gallery, the excitement would be gone. At that point, the wedding would be old news, and the couple, their family, and their friends will have already seen all the images. As a result, they likely won’t be nearly as excited about your blog post.
Weddings do come with a particular level of excitement. However, regardless of what industry you work in, I do want to encourage you to blog your work quickly. No matter what you do, your customers will be much more flattered and much more likely to share your blog posts if you blog while they’re still marveling about your work.
Basically, blogging your work quickly is a great way to generate traffic to your website, which is great for SEO.
Okay, so you might be thinking, “That’s great. I know I should blog my work, but what the heck do I say?”
This, my friend, is where a template comes in handy.
Now, when I say template, I don’t mean an Ad Libs fill-in-the-blank-style template. Instead, I mean a template that simply gives you an outline of what you’re going to discuss when you blog your work. This template should be specific enough so that you know exactly what information you need before you begin to write and flexible enough that you’re able to implement and repeat the template for every project.
I’ll share examples of the templates I use when I blog engagement sessions and weddings below, but please know that regardless of what you do, a template can be created.
When I write copy for weddings blog posts, I use the following template and use headings to divide the sections:
All weddings are different, and you don’t want to simply fill in the blanks of a rigid template, because (1) that’s impersonal and (2) your SEO will actually be harmed if Google notices duplicate text across your website. But, when you have a template like this, writing a blog post becomes pretty simple.
In case this helps, here are a few examples of blog posts where I followed this template exactly:
Side note: As I write these blog posts, I am also keeping SEO and keyword inclusion in mind. In case this is helpful to you, I aim to include my long-tail keyword once in the introduction, 2-3 times in the body, and once in the conclusion. For more information about keywords, be sure to check out “Episode 009: How to Identify & Use Strategic Keywords to Improve Your SEO,”
or if you’re a photographer, download “A Guide for Photographers: How to Identify Keywords for SEO that Will Help You Book More Clients.”
When I blog engagement sessions, my template includes:
If you’d like to see examples of blog posts using this template, check out:
Side note: For these blogs, I aim to include my long-tail keyword once in the introduction, twice in the section where I break down what happened during the shoot, and once in the conclusion.
If you’re a wedding photographer, please feel free to use my templates! Heck, I’d be flattered if you did. But, if you aren’t a wedding photographer, know that you can still create and utilize a template.
For example, if you’re a family photographer, your template could look like:
For the sake of including a non-photography example, perhaps you’re a web designer. If so, your blog template might look like:
Now, even if you aren’t a photographer, I would recommend sharing images of some kind. Whether you take photos yourself, hire a photographer to take photos for you, or share screenshots like I would recommend web designers do, when you share your work, make sure you have visuals.
But, long story short, once you have a template nailed down, blogging about your work won’t be nearly as difficult, because you’ll have an outline that you know is effective.
In addition to often being asked what to write about when blogging your work as a creative entrepreneur, another question I’m often asked is, “How do you know so much about your clients? How do you get enough information to tell their story and write as much as you do?”
And, friend, the answer is simple. When potential clients inquire, I send them a questionnaire, and they give me these answers.
In my current questionnaire, in addition to contact and pertinent wedding information (venue, address, date, etc.), I ask:
With these questions, couples pretty much give me everything I need to know to write their blog posts. And, with their responses in mind, I can get more information from them during their coffee date (AKA their consultation) and then in every interaction I have with them moving forward. By the time I need to write their blog posts, I have more than enough information to create content.
And, friend, you can do the same. Chances are, a questionnaire is already or would be beneficial to add to your client experience. Simply add questions that will help you fill in sections of your blog template, and you’ll likely end up with great information. In fact, there will likely be many instances that you can simply copy and past your clients’ responses into your blog posts!
Friend, if you’re going to take the time to blog, be sure to also optimize your blog posts for search engines. Because, when you do, you give your blog posts long-term value for your business.
For example, when I blog a wedding, the couple and their loved ones are excited to see the photos. As a result, blogging is a great way to serve my customers. However, from a booking perspective, that blog post is much more valuable to me when it ranks well on Google and another client is looking to book their wedding photographer. For example, I often book clients because they come across one of my blogs while they are looking at photos of their wedding venue or the location where they’d like to have their engagement photos taken.
Essentially, blogging is an investment of your time, and if you’re going to blog, you want to make sure every blog post gives you a long-term value for your time.
We’ll discuss best blogging SEO practices in an episode coming very soon, but for now, if you aren’t sure how to optimize your blog posts for strategic long-tail keywords, I want to encourage you to listen to “Episode 009: How to Identify & Use Strategic Keywords to Improve Your SEO”. And, if you’re a photographer, I want to encourage you to listen to “Episode 055: How to Identify Keywords for SEO that Will Help You Book More Clients as a Photographer” and download “A Guide for Photographers: How to Identify Keywords for SEO that Will Help You Book More Clients.” Because, understanding how to identify and use strategic keywords is going to do wonders for the power of your blog posts.
Now, if you haven’t already, I want to encourage you to figure out how you can make blogging your work part of your workflow. Like I mentioned before, I regularly book weddings as a result of my blog posts, and I have no doubt blogging your work will do big things for your business too.
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