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It is probably one of the most common questions wedding pros ask me. Most of you do know that you need content like blog posts to market your business, but sometimes you just wind up scratching your head with no idea what to do with a big pile of content once you have it in your hot little hands.
The mystery ends today.
Today, I reveal some of the MAJOR ways you can push your content out into the wedding universe.
BTW: These are some of the same exact steps I take to distribute my own content to wedding industry pros (+ it works like gangbusters), but you can just as easily apply them to attracting your DREAM wedding couples.
Let’s define content before we jump in too deep.
Content comes in all shapes + forms. The most effective way to push your content out into the wedding universe is to use a combination of different kinds of content.
What probably comes to mind when you think of content that you can share with wedding couples is: BLOG POSTS.
And, you’re probably right. It is probably the MOST COMMON type of content that you’re going to share with your couples, prospective couples + the wedding universe as a whole.
OK, so let’s do this…
You’ve bought into the whole content marketing ‘thang.
Now you have this big pile of content that you wrote, but other than posting it on your blog, you have no idea how to promote it so that it attracts the brides + grooms you want to read it–+ ultimately to hire you.
Unfortunately, just posting it on your blog doesn’t ensure that couples are going to flock to it.
You have to get the word out.
You have to shout it from the rooftops (the Internet rooftops that is).
I’m not saying that you shouldn’t post it to your blog. Posting it to your blog is your first step, but then it’s time to let the wedding world know it exists.
What you really need to do is to find out how to spread it out into the wedding universe. How to make couples DROOL over it. How to make them rush to your site to FIND OUT MORE. How to turn that content into BOOKED wedding business.
So, let’s jump right in to the 6 ways.
How to Promote Blog Posts
#1 Create an Email Campaign
The very first thing I do with new content (after posting it to my blog) is to turn it into an email campaign to my wedding planners list. I don’t always email it out right away. Instead, I schedule it to go out in the future.
(HINT: This often allows me to have my e-newsletters done + my email campaigns scheduled well into the future, so I’m not creating these things by the seat of my pants. My entire follow-up system is just that, a system that is on autopilot.)
It’s easy for you to accomplish the same thing with your couples. You can segment your list in various ways so that you’re sharing the appropriate content with the appropriate segment of your list.
Email campaigns get your content in front of the couples you know want to hear what you have to say BECAUSE THEY SUBSCRIBED TO YOUR LIST. Include share options (forward to a friend + social media icons) to make it easy for them to share the content with their families, spouse-to-be, wedding party + even other couples that are getting hitched, so you can grow your list.
You can check out the swag I have in my bag (my resources page www.weddingplannercopy.com/weddingplannerswag) to find out about the tools I use to create content, if you need help in that department.
So, creating e-news or creating an autoresponder is probably your most basic + obvious distribution channel. It might be something you’re already doing + that’s GREAT! If you’re not, mark it down on your list.
You can play around + test the way you share the posts. Sometimes I post the entire article in the email so planners can read the entire thing while it’s right in their inbox.
Other times, I tease them with the beginning of the article + then provide a link for them to lap up the juicy details by going to my blog where the article is posted.
The latter is a fab way to monitor your click-through rates, to see how many people are clicking on the links in your email (which is an indicator that they’re reading the email when they open it).
It’s also a great way to drive traffic to your blog post. After they are done reading the post, ideally they start clicking around at other posts on your blog, pages on your site + reach out to you to schedule a consultation or ask some questions about your services.
Let’s talk about lists you grab from wedding shows that you attend.
I don’t suggest you automatically add these folks to your main list + certainly not the list that your autoresponder series goes out to. Not only is it bad business, but it’s downright illegal in most places.
INSTEAD: Create a special email for this list to GET THEM TO OPT INTO YOUR LIST. Do not (+ I repeat, do not) sell them on your services in this first email. It can come across as being sleezy, salesy + like you’re trying to cram your service (or product) down their throat.
The best way to get them to jump on your list is to offer them up some BIG JUICY FREE CONTENT. Let them know in the email that you met them at the wedding show, so they know you’re not spamming them.
Make them an offer they can’t refuse. Offer up your free yummy, delicious opt-in to them so that they jump on your list.
Once you have them on your list, then you can continue to share info with them + move toward selling them on the idea of hiring you.
OK, so email campaigns are still the #1 way to get your info out to the wedding universe + get them to hire you.
BTW: Don’t get too hung up on the size of your list. When it comes to lists, size does NOT matter. It is ALL about the quality of the wedding couples you have on your list – specifically that they are your ideal/dream wedding clients + not just wedding couples in general.
This is hands down one of my biggest sources of traffic from my content. From one blog post that I shared on Reddit called 10 Words to Cut from Your Writing (I Say It’s Poppycock), Reddit generated 143 visits to that ONE post in ONE DAY. Just from Reddit alone, so that doesn’t count traffic from other sources.
It is totally free to set up a Reddit account + you can make it easy to share by adding a Reddit button to your blog post pages.
Once you do all of that, click on the Reddit button on your post + add it to your Reddit account to share with the universe. (It’s soooooo simple I’m convinced my 1-year-old can do it.)
The other great thing about adding a Reddit button to your posts (just like you would a FB or Twitter button) is that OTHERS can share the content too, so they end up pushing your content out into their universe for you.
Reddit has a wedding + a wedding planning subreddit. Subreddits is what Reddit calls its content categories. These are probably the two best categories for you to submit content to get it in front of couples that are getting married.
I should mention a couple of things here.
First, I monitor the days that my posts are promoted. I monitor the traffic to my site + I monitor the # of subscriptions that roll in that particular day. You want to do the same thing.
I ALWAYS see a direct link to the traffic to my blog post + the subscriptions to my list on the days that I promote blog posts out to the universe. You should too. This is part of your end goal.
The other part is to turn these subscriptions + visits into booked weddings.
One thing I want to mention about Reddit.
Sometimes, Reddit does have some hang-ups. It is not that it tags your content as spam, but if it finds something hinky on the content page (the URL you are submitting) it can prevent you from submitting it.
You can do a couple of things to overcome this. First, you can try submitting the URL to a different subreddit (another category). Obviously, you want to find one that is still related somehow to weddings + to the topic you’re covering in your post.
Another option is to make some revisions to your blog post (depending on the error message Reddit is giving you) + then try to resubmit it to the same subreddit.
You can also just move on + decide not to try to submit that particular post.
It doesn’t happen often or all the time, but once in a while, you might run into this problem with Reddit.
This promotion is one is what I refer to as piggybacking – + you’ll see what I mean by that in just a moment.
Snip.ly is another content distribution option. What makes this option unique + innovative is that Snip.ly allows you to piggyback on the content that big businesses/websites/companies/publications are already distributing.
I’ll give you an example. I was able to piggyback on an Entrepreneur article with a similar topic to my content that brought the most COMMENTS to date to my blog posts. SO while Reddit brought me the most traffic for ONE blog post, Snip.ly landed me the highest number of comments for ONE blog post which might even be more important than the traffic because comments show engagement.
In a nutshell, here’s how it works.
- Head on over to your fave search engine. If you prefer, you can accomplish the same goal by heading to your favorite wedding website that provides articles + blog posts for wedding couples.
- Conduct a search on the topic of your article/blog post. You want to find an article that is related to your article, but of course, doesn’t share the same information. In other words, find something that complements the info that you’re sharing in your blog post.
- Copy the link to the article you choose. (HINT: If it’s at the top of Google, for example, then it probably is there because it has a lot of views, shares + comments.) If you don’t trust Google or want to see some hard #s on how often the content was shared, then you can check on its popularity by heading over to Buzzsumo. I’ll give you another HINT here: Buzzsumo is another option for finding an article/content to piggyback in the first place. You want to see that the content has a good number of shares + on which social media sites it was shared the most, so you can use this when sharing your own info.
- Go back to your snip.ly account with the link to the article you’ve chosen. Once you’re in your snip.ly account, paste the link to the article/content you found + click the snip button.
- Fill in the popup box info (which is about the blog post or article that you wrote or video you made that relates to the article on which you’re piggybacking) + hit create.
Now, here is where the magic happens.
Snip.ly gives you this link—it’s a shortened link—so perfect for social media sharing. You’re going to choose the social media sites where you want to spread the word about this article that you read.
When people click on the link for the article, a bar comes across the bottom of their screen that has your article in it.
To be clear, you are sharing the article/blog post/content that you found that someone else wrote (not the one you wrote). Indirectly, however, you are sharing your article/blog post/content at the same time.
So a couple of things can happen here.
- When they get to the bottom of the article/content you shared, they’re going to see your article + read it because it covers a related topic.
- They might even skip reading the article you shared altogether + go straight for your article.
- They might skip your article.
- They might skip both articles.
1 or 2 are the most likely (+ desired) outcomes, of course. Think about it. They were interested enough in the topic to CLICK on the link in the first place, so they’re likely to read (or at least skim) the article you found to share + your content that complements it.
If you have a business page that has brides + grooms as followers, this is another great resource for promoting your blog posts. You can pose a question or give a snippet of what the post is about + then include the link for them to read the entire post.
I automate + recycle my content sharing using RecurPost. I create social media updates one time + RecurPost automatically recycles (reposts) them according to the schedule I set up.
It. Is. Life. Changing. This works for social media outlets such as Facebook (biz, personal or group pages), Twitter + even Instagram.
Pinterest is a BIGGIE. If you’re not familiar with Pinterest, all it really is is an electronic bulletin board where you can pin the ideas you come across so you can access them later.
Here’s the thing about Pinterest, though. While it seems like it’s just a big electronic bulletin board, it’s really a search engine.
In fact, it’s the second largest search engine (ONLY second to Google).
This has a lot of implications for your wedding business, but essentially, if you manage it right (with SEO, etc.) when you pin your posts to Pinterest, you have the opportunity for search engines like Google to rank your Pinterest pins + you have the opportunity for brides + grooms searching on Pinterest to find your post pins.
Super quick example. For all three of my daughters’ first birthdays, I PORED over hundreds (if not thousands) of party themes + ideas. I planned all three of their parties from Pinterest pins.
MORE importantly for you, I bought a lot of the products I needed for the parties because I found it through Pinterest.
I have to say, brides, grooms, couples, wedding party members are all OVER PINTEREST.
Whether your biz is product or service based, Pinterest works. AND if you are a wedding pro of ANY kind, you need to be where your potential clients are – they are on PINTEREST.
Here’s how it might go down.
A couple is searching for wedding theme ideas. They see your pin for a guide with 100s of wedding theme ideas. They click on the pic you pinned. They click on the guide pic that opens up OR they click on the website below that says where the pic is from + voila they’re reading your guide.
Keep in mind that your guide + the pic that you’ve posted to Pinterest sits on your blog.
As they peruse your fab guide, they realize that you sell some of the fabulous theme items (or offer the theme services) that you feature in your oh-so helpful guide. They buy said products (or book your services). A SALE + all because they came across a picture you posted on Pinterest that led them to a guide that led them to the products/services you’re selling that they want to buy.
Remember, Pinterest works just as well for services. If you offer a guide on the top 100 ways to throw a big wedding on a small budget + you’re a wedding planner, you’re setting yourself up to land some business.
If you’re a DJ + you offer a guide on the top 10 ways to put together your reception song list, again, you’re getting in front of couples that are likely to book your services.
Now it goes a lot deeper than this because people can turn around + pin your pins, which again is how the word spreads + how sales numbers get a boost.
From a business owner’s perspective, this is what you want to do to share your content. First, open an account on Pinterest.
You can use your personal Pinterest account or open an account for your business. That’s up to you. One thing, you want to do is create boards for your pins.
When you post a pic with your blog posts (which every blog post should have a picture), you can then pin this picture to your Pinterest account on the appropriate board.
Complete each section of the pin, starting with a keyword rich title, fill in a keyword rich description + input the link that takes them directly to the content where it sits on your blog. If you are location specific in where you work (which most of you probably are), then you might want to throw in some keywords here that mention your coverage area.
If you’re offering a free guide or download of some sort through the pin or as a content upgrade from the post, you want to mention this in the pin description as well.
In other words, try to add a call to action to the description, so you can get them to click on your pins.
Pin it and you’re done. It’s now searchable, pinnable + shareable.
Another thing you can do is create “a teaser” pic. This is where you choose a photo + use a site like PicMonkey or Canva to add some text to the photo. You take the same steps to get it on Pinterest + it can have the same effect.
Pinterest also offers promoted pins now, so you can pay to promote specific pins. It’s a great way to share your free opt-in + get couples to JUMP. ON. YOUR. LIST.
You can pin your posts manually or you can schedule pins using a tool like Tailwind. If you use my link, you get your first month for free. I use Tailwind + love it.
Not only should you be pinning to your own boards, but you should be pinning to group boards, too.
Find + join group boards that cater to wedding couples, engaged couples + even other wedding vendors. When you’re a member of a group board, you can pin your pins to the board—getting it in front of an audience that you might not have an opportunity to get in front of otherwise.
Instagram is a straight-up photo sharing site. You can’t post an update without including a pic. So when you create these teaser pics, share them on Instagram. You can include a caption with the teaser pic.
The hang up with Instagram is that it doesn’t give a live link that they can click on in the caption, so…keep that in mind. You can work around this by changing the link in your profile to match the link for that particular post + then mention that the link is in your profile (the profile links are the only live links on Instagram).
Alright, so that’s not every way in the universe that you can use SEO + how to promote blog posts, but it is A LOT of the effective ways you can push your content into the wedding universe, attract couples + increase your booked wedding business.
I’m Kristie Lorette McCauley. I have a word addiction and I’m not afraid to use it (or admit it).
In my past life, I was a certified wedding planner. In my current life, I am the wedding planner content + copy writer.
I use my writing + wedding planning experience to turn your thoughts into words that land you DREAM brides + grooms + book your calendar solid.