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It’s so easy to get caught up in the social media whirlwind these days, right? With Instagram and TikTok giving us that instant gratification and broad reach, it’s no wonder many photographers think that social media is the end-all for building their brand. But here’s the thing—there’s a hidden gem in the digital marketing world that often flies under the radar: blogging. Unlike those fleeting social media posts that vanish almost as soon as they’re posted, a blog gives you a space to create evergreen content that keeps working for your business long after you hit publish.
This article will delve into the power of evergreen content and why photographers should prioritize blogging alongside their social media efforts. Whether you’re a seasoned professional or just starting in the photography industry, understanding the long-term benefits of a well-maintained blog can be a game-changer for your business.
Evergreen content is all about creating material that stays relevant and useful over time, without needing constant updates. Instead of focusing on trendy topics or what’s hot right now, evergreen content answers those essential questions, shares timeless advice, or offers resources that are always helpful, no matter when someone stumbles upon it.
For wedding photographers, this could look like blog posts about how to choose the perfect wedding venue for stunning photos, a guide to timeline planning for the best light on your big day, or tips on capturing those candid moments that couples love. Family photographers might focus on articles like how to dress for family photos, creative ideas for seasonal shoots, or advice on making kids feel comfortable in front of the camera. And for newborn photographers, evergreen topics could include how to prepare your home for a newborn session, what to expect during the shoot, or tips on choosing props and outfits that will stand the test of time. These kinds of posts not only provide value to potential clients but also position you as the go-to expert in your field.
The beauty of evergreen content is that it keeps working for you long after you’ve hit publish. While a social media post might get a lot of attention for a day or two, an evergreen blog post can keep bringing in traffic for months or even years. For example, one of my best-performing blog posts is from 2019, and it still brings in hundreds of views to my blog every single day. This just goes to show that the time and effort you put into creating high-quality blog content can pay off big time, consistently drawing in new clients and boosting your online presence for the long haul.
Search engines like Google prioritize content that remains relevant over time. When your blog features evergreen content, it’s more likely to rank higher in search engine results pages (SERPs). This consistent visibility can lead to a steady stream of organic traffic to your website, increasing your chances of converting visitors into clients. Moreover, evergreen content often attracts backlinks from other websites, further enhancing your SEO performance.
Social media is designed for quick consumption. Posts are often buried in a sea of content within hours, making it challenging for your work to stand out in the long term. While social media can be a powerful tool for building brand awareness and engaging with your audience, its fleeting nature means that the content you share has a limited lifespan.
One of the biggest frustrations photographers face on social media is the unpredictability of algorithms. Platforms like Instagram and Facebook constantly update their algorithms, which can significantly affect your content’s visibility. What might work today could be rendered ineffective tomorrow, leaving you scrambling to keep up. In contrast, a blog post remains under your control, immune to the whims of social media algorithms.
To maintain a strong presence on social media, photographers often feel the pressure to create and post content daily. This constant demand can lead to burnout and detract from other essential aspects of running a photography business, such as client relations and actual photography work. Blogging, on the other hand, allows you to create at your own pace, focusing on quality over quantity.
A well-maintained blog is a powerful platform for showcasing your expertise. By sharing in-depth tutorials, industry insights, and personal experiences, you position yourself as an authority in the photography field. Potential clients who come across your blog are more likely to trust your skills and knowledge, which can lead to more bookings and referrals.
Blogging allows you to go beyond the visual and share the stories behind your work. You can discuss your creative process, the challenges you’ve overcome, and the lessons you’ve learned along the way. This personal touch helps build a deeper connection with your audience, making them feel more invested in your brand and more likely to choose you as their photographer.
Unlike social media, which often directs traffic away from your site, a blog is a direct gateway to your services and portfolio. Each blog post provides an opportunity to include calls-to-action (CTAs) that encourage visitors to explore your offerings, sign up for newsletters, or book a session. Over time, this can lead to significant growth in your client base.
As mentioned earlier, evergreen blog content is a cornerstone of effective SEO. By targeting specific keywords relevant to your niche, you can improve your website’s visibility on search engines. (grab my keywords for photographers download to get started!) Learn more about keywords for photographers here! Additionally, blogs give you the flexibility to create content around various search queries that potential clients might use, increasing the chances of your website appearing in their search results.
While social media posts typically focus on individual images, blogs allow you to showcase your portfolio in a broader context. You can create detailed case studies of your favorite shoots, highlighting your creative process, technical skills, and the unique challenges you’ve overcome. This not only demonstrates your expertise but also helps potential clients envision how you can bring their vision to life.
To create evergreen content that resonates, start by identifying the common challenges and questions your audience faces. For example, if you specialize in wedding photography, you might write a guide on how to choose the perfect wedding photographer or tips for capturing candid moments on the big day. By addressing these pain points, you provide valuable solutions that your audience will appreciate and share.
While it’s important to showcase your expertise, avoid using overly technical language that might alienate readers. Instead, aim for clarity and simplicity, breaking down complex concepts into easy-to-understand explanations. Remember, the goal is to empower your audience with knowledge, not to overwhelm them with jargon.
Visuals are your strongest asset as a photographer. To complement the written content, incorporate high-quality images, infographics, or even videos into your blog posts. Visual elements not only enhance the reader’s experience but also make your posts more shareable on social media.
Although evergreen content is designed to stand the test of time, it’s still essential to review and update your posts periodically. This ensures that the information remains accurate and relevant, and it signals to search engines that your content is still active. Consider adding new insights, refreshing outdated examples, or optimizing your posts for new keywords to keep them competitive.
One of the most effective ways to integrate your blog with your social media strategy is through cross-promotion. Share snippets or highlights from your blog posts on your social media channels, encouraging followers to visit your blog for the full content. This not only drives traffic to your website but also extends the lifespan of your social media posts.
While your blog serves as a hub for evergreen content, social media is perfect for real-time engagement. Use platforms like Instagram and Facebook to share behind-the-scenes moments, quick tips, or live Q&A sessions that complement your blog content. This creates a dynamic interaction between your blog and social media, keeping your audience engaged on both fronts.
Social media provides immediate feedback on what resonates with your audience. Pay attention to the comments, likes, and shares your posts receive, and use this information to guide your future blog topics. If a particular subject generates a lot of interest on social media, consider expanding on it in a detailed blog post.
In a world where social media dominates the conversation, it’s easy to overlook the enduring power of a well-crafted blog. However, as we’ve explored in this article, evergreen content offers photographers a unique opportunity to build authority, drive traffic, and connect with their audience on a deeper level. By integrating blogging into your digital marketing strategy, you create a valuable resource that continues to serve your business long after the initial post.
So, if you’ve been relying solely on social media to showcase your work, it’s time to take the next brave step and invest in a blog. Your future clients—and your business—will thank you.
Updating your blog at least once a month is a good practice. Regular updates keep your content fresh and signal to search engines that your website is active. However, focus on quality over quantity; it’s better to publish fewer high-quality posts than to churn out content that doesn’t provide value.
Yes, repurposing social media content for your blog is an effective way to maximize your content creation efforts. You can expand on topics that performed well on social media or compile related posts into a comprehensive blog article. Just make sure to add new insights or details to make it valuable for your readers.
To optimize your blog for SEO, start by researching relevant keywords that potential clients might use to find photography services. Incorporate these keywords naturally into your titles, headers, and content. Additionally, use meta descriptions, alt text for images, and internal linking to improve your blog’s visibility on search engines.
Blog about topics that showcase your expertise and address the needs of your target audience. This could include how-to guides, client success stories, photography tips, behind-the-scenes insights, and industry trends. The key is to provide valuable, evergreen content that resonates with your readers.
You can measure the success of your blog through various metrics, including website traffic, engagement (comments, shares, likes), conversion rates (inquiries or bookings generated from your blog), and SEO performance (search engine rankings and organic traffic). Tools like Google Analytics can help you track these metrics and gain insights into your blog’s impact.
Follow along on instagram at @chelsyweisz.
© chelsy weisz photography 2024 | design by tonic
Photographer &
Educator
North Dakota
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