If you were with me the other week, I explained how to make a plan for your wedding business blog. The final touch is to add the detail: what the hell do you write? I’ve stood at my desk many times with an empty brain. I know how rubbish it feels when you just don’t know where to start. At times I’ve felt like nothing I say would be interesting, and other times I feel like I’ve said it all before. I’ve been through that complete lack of confidence. And I’ve come out the other side! Now I’m here to help you plan what you’ll write about in your interesting and successful wedding business blog!

Last week I gave you some SEO tips for wedding business blogs that actually work. They’ll give you the foundations for your blog posts – but there’s a lot more to blogging successfully. Content is queen.

In the wedding industry, our businesses are personality-driven. We’re creatives: and that means lots of us don’t love writing. So first off, figure out what you’re comfortable writing about, because that’s where your interesting blog posts will begin!

Are your wedding customers buying you, or the thing you do?

This isn’t Aldi. In weddings, people invest in brands they relate to. For wedding suppliers, that comes down to the person behind the brand: your very own wonderfully sparkly face and captivating, empathetic personality. Whatever you sell to grooms and brides, it’s never a faceless transaction, so personality has to be a big part of what you put online.

Your customers are buying you if you’re a:

• wedding photographer
• wedding planner or stylist
• musician, brand or entertainment provider
• make up artist
• or providing any kind of service which means you’ll be spending time with the couple and their guests

…So blog about you and your approach, moments and work-related stories.

Your customers are more into your ‘thing’ if you’re a:

• wedding florist
• wedding stationery designer
• wedding cake designer
• or providing any kind of product or service which is delivered before the day, or where you won’t have much contact with the couple and their guests

In this case, blog about you and your products and your awesome approach to customer service.

Think of your clients or customers and their journey

This wedding stuff can be very new to people. That’s easy to forget, especially if (like me) you’ve been working in weddings for 20 years (or even 2)! Couples tend to spend 1 – 2 years planning a wedding. That means your entire audience is brand new every couple of years.

(Coincidentally, I read that the average instagram post is shown to people for about 48 hours. The average blog post will show up in Google search for about 700 days.)

Bearing in mind that your potential customers will almost all be new to all of this wedding planning stuff, start by sharing the basics.

Some basic wedding business blog post ideas

1. What does a ___ do? Do I need one? Why?
2. What does it cost to hire a ___?
3. When should I book a ___?
4. What might I ask a ___?
5. How can I find a good ____ near me?

All of these blog ideas will be useful to people who are recently engaged. Pack them with information, but add personality to make them interesting. You’re not Wikipedia, you’re people. Be friendly, funny, and super kind.

Having a ‘start here’ page on your website is a good idea too. You could link to it from all of these blog posts, and link to all of these blog posts from it, as you write them.

After you’ve covered the basics, get more specific with your advice. The people reading your blog will be at various stages of wedding planning – some approaching their date and some only just starting out.

Ideas for more specific blog posts are:

1. advice about shot lists from a wedding photographer
2. an explanation of copyright, and why wedding couples don’t get ‘copyright’ of their images
3. a little showcase of your wedding albums
4. tips on seasonality.
   I think this applies to every wedding business from bespoke tailors to florists and musicians. Does rain / snow / the colour of the season / affect what you do? That’s quite interesting – so tell people about it!
5. colours
   Again, this is a blog post idea for almost any wedding business. You could write about colour palettes for styling or outfits. Or simply use colours as an excuse to share some of your seasonal images from recent weddings.

With every blog you write, make it feel real.

• What do you believe? Have opinions – they make you human.
• What’s happened in the past that will be useful / interesting / make people smile?
• Heartfelt advice stands out: don’t hide your personality or shy away from your beliefs.
• We can’t please everyone – bland blog posts are pointless; the world is all about personality. Make yours shine and your wedding business will too!

Popular blog post titles

For about a decade, the most clicked-on blog post titles in every industry, not just weddings, have been:

• “How to…” blog posts.
• “10 ways to…”
• “Secrets” / “Things no one will tell you about…”
• “A guide to…”
• Things to avoid
• Real life stories

Include these in your blogging plan, but bring them up to date with a little extra personality. “How to design a wedding invitation” could be “How to design elegant wedding invitations – and how I made my own epic invites”.

Add local interest where you can: “secrets of a Lake District wedding photographer” could discuss all the best lakeside venues for golden hour shots.

With real life stories, the key is that people relate to other couples. “That’s going to be us in 6 months!” is a great hook that will have nearlyweds clicking on your images and blog posts to find out more.

This list of fill-in-the-blank blog post title templates is useful!

Share your wedding business’s solutions and benefits

Wherever you can, offer benefits and solutions. Instead of talking about your product or service from your own perspective, think about what you’re really giving your customers.

For example, you’re more than a wedding florist, you’re the person who’ll set the scene for your couple’s unique and unforgettable wedding.

Solutions-based blogs can be more than “how to fill your venue with flowers”. Instead, think, “how to use autumn flowers to brighten even the rainiest wedding”. (Or “how I use autumn flowers to brighten even the rainiest wedding”.)

Think what your couples have on their minds as they plan their weddings. Offer advice based on your experience: delve deep and there’ll be more than you think.

Topics could include wedding planning anxiety (specific to your niche: this could be worries about guest lists, shyness in front of the camera, neurodiversity, etiquette, budgeting… )

You’ve maybe suggested solutions to your couples in the past, when they’ve emailed you with questions. Perhaps even as part of a consultation when you first met. So make a list of what people ask you most. Could each of these key questions / answers be a blog post?

What do you wish people asked? Is there something people are reluctant to ask? Address it on your blog!

Things you might not want to say in your wedding business blog – and how to get past that

• I’m amazing.
  No one likes to show off – but it’s different if you’re saying your business is amazing. The service you provide is amazing. Try saying that instead!
• I did this… again.
  Do people really want to hear about another wedding / design you made, when you’ve blogged 10 weddings already? YES!! Every wedding is different, so focus on what made your last job unique and special.
• Buy. Sell. Book me now!
  Selling is hard! Personally I’m awful at taking that last step of giving people a little push to contact me or hand over money. It’s just got to be done though. Try to include a “call to action” in every blog post. Ask people to send an enquiry, book early to avoid losing out, or sign up to your email list.

Confidence is important. You are good at this, and however much you hate saying it in public, you’re doing something special which sets your soul on fire. It’s worth sharing that with people – it’s something to be really proud of! Don’t be afraid to show your expertise in your blog – your own confidence will inspire confidence in your customers.

To recap and get you started!

• Remember to stick to your plan to blog regularly
• Use keywords and keep SEO in mind
• Personality is really important. People invest in people who inspire them: be those people!
• Use your customer’s wedding planning journeys as inspiration: give them ideas and useful info for every stage of that journey, from the basics to specific advice.
• Make your blog feel real. A human voice is always more captivating. Have opinions and don’t hide your personality.
• Use popular blog post titles (lists and “how to…” posts) to attract new readers.
• Consider the benefits and solutions your services provide, not just the services themselves.
• Be brave, and proud of what you’ve achieved in your wedding business! Tell the world!

---

Join the English Wedding directory

Our mission has always been to support our favourite wedding suppliers. Join our wedding supplier directory, and we’ll blog about you too!

It’s really important to us that wedding advertising works – it should raise awareness of your brand, bring new visitors to your website and generate sales and income for your wedding business. We achieve all of this through great quality content and search engine optimisation, helping your brand rank more highly on Google.

Please read through the membership information below. (Tap to read)

How to join

It’s SO easy. When you’re ready to join English Wedding, complete our quick membership application form. We’ll be in touch!