Photography Content Marketing Plan | All Killer, No Filler! The Photographer’s Guide To A Powerful Content Marketing Strategy
Photography Content Marketing Plan | Many small business owners believe that “content marketing” is just the latest marketing buzzword coined to get them to spend more money. It’s a rather new phenomenon, so it shouldn’t be a surprise that people think it’s just a fad – but more and more business owners are realizing the importance of content and the effect it can have on their marketing strategies. Photographers, sadly, are falling behind!
You’d be amazed just how many photographers jump to the conclusion that the term “content” covers only text and dismiss content marketing as something they shouldn’t waste their time (and money!) on. You’re a visual artist, after all, so it doesn’t concern you, right? Think again! Long gone are the days when direct, tragically generic sales messages were enough to grow a business – unlike direct advertising, content marketing is aimed at building strong relationships with your clients, improving awareness, and building a reputation. And the best part – it doesn’t have to expensive or overwhelming! Here’s what you can do today to kick off your content marketing strategy, regardless of your marketing budget.
What Is Content Marketing? | Photography Content Marketing Plan
This might sound like a silly question, but you’d be amazed just how many myths and misconceptions surround the content marketing niche. Content marketing is defined as a marketing strategy based on creating and sharing informative, entertaining, valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, eventually, to grow the client base. A recent study has found that 70% of business owners are creating or having more content created than they were a year ago, which goes to show that this so-called fad is gaining popularity and isn’t going anywhere.
Just How Important Is Content? | Photography Content Marketing Plan
Creating high-quality content isn’t your end-goal here; instead, it’s a versatile tool that will boost many other marketing strategies, whether you’re trying to boost your search engine rankings, improve your social media presence, or tackle PR. To put it in a nutshell, good content can elevate every aspect of your marketing strategy and help you accomplish much more than simply deliver your sales message to your potential clients.
Know Your Target Audience | Photography Content Marketing Plan
In order to build a real emotional bond with your potential clients, you need to know who they are! After all, content that will appeal to a stay-at-home mom won’t do you any good if your target audience are high-school seniors. Remember, better you get to know your ideal client, more focused your marketing efforts will be, so take the time to determine who exactly is your ideal client in terms of age, gender, location, marital status, and personal preferences. This is a vitally important step, as it will affect the type of content you create, the language you use, and platforms you use to deliver the content to your potential clients.
Be Relevant | Photography Content Marketing Plan
Remember, defining your target audience is crucial when it comes to creating content – how are you supposed to grab their attention if you don’t know what grabs their attention? However, just because a topic appeals to your target audience, it’s not necessarily the perfect topic for your marketing strategy. For example, if your target audience are stay-at-home moms, they might be interested in recipes and parenting tips. Sharing the perfect Thanksgiving turkey recipe, however, isn’t the best idea for your marketing strategy, especially for search engine rankings.
You’re trying to rank higher for photography related terms, so make sure the content you create and share online is photography-related, which will allow you to use your target keywords in an organic and natural way. Don’t bore your potential clients with equipment reviews, that’s a topic someone with other photographers as target audience would need to cover. You, on the other hand, can share tips for a better portrait sessions, because, let’s get real, it’s the mom that get the entire family together for the shoot, and tips and tricks on what to wear to a shoot might be exactly what she’s looking into.
Be Consistent | Photography Content Marketing Plan
When it comes to pretty much everything in life, people adore consistency, and marketing strategies are not an exception. And no, we don’t mean repost the exact same content over and over again. Instead, create a schedule and stick to it. Whether it’s blogging, tweeting, or publishing a column in your local newspaper, doing it regularly will allow your potential clients to remember your schedule and come back to your website to check out the new content, and maybe even share it with their friends, fans, and followers on social media.
You will also want to make sure the voice you’re using not only appeals to your potential clients but also that you’re using it consistently throughout your materials. You’d be amazed just how many photographers out there use a laid back tone of voice on social media and go totally formal on their websites, talking about themselves in third person and hiding behind corporate-sounding wall of text. They (quite mistakenly) believe that social media appeals to younger crowd, which is why they use the laid back tone of voice. On the other hand, they want to sound serious, reliable and experienced on their websites, which is why they lean towards a more formal tone of voice. This, however, only ends up confusing their potential and making them sound inauthentic.