Creating and delivering quality content is an essential component to making your blogs profitable. A blog with stellar content attracts qualified leads to sign up for your email list, which in turn helps you market and fill your photography workshops and online courses with profitable participants.
Historically, in the early blogging days, it was the norm for people writing blog posts to keep the blogs short in length, frequently less than 300 words. It was not uncommon for the subject matter of these blogs to be all over the map with little focus.
These early blog posts frequently would have content running across the full spectrum of life...personal interests, pets, travel, politics, whatever...all crammed into a single blog! Of course, these posts frequently had a short lifespan. They were not focused... most certainly not on any particular identifiable or profitable business goal. Nor, were they the type of content blogs that wowed readers to repeatedly refer back to the blog material as a worthy resource.
In the next stage of blogging history, as people figured out that writing blogs could be a profitable enterprise, bloggers started to sharpen their content by sharing “general overview” subject matter and/or including additional information such as: “Top 10 Lists” to accomplish a business oriented task. The intent here was to allow the blog author to establish themself as a subject matter expert, to gin up a loyal following and build a fanbase email list of qualified potential business customers.
Nowdays, as blog posting techniques have matured and become more target audience focused as well as profit center oriented...the blogger can no longer put minimal efforts into their blog and expect to turn it into a profitable endeavor or effective marketing tool.
The new “norm” expectation now is that serious bloggers must produce superior quality content that is relevant, meaningful, useful and evergreen.
It not uncommon to see blogs that run 1,000+ words and include detailed content research or “how to” guides. People would rather read a single content rich and awesome blog post on a bi-monthly schedule rather than a poorly written daily or weekly blog.
Terrific blog content has a long shelf life. It is referred back to “time and again”. It shows up in repeated searches; frequently weeks or even months after its been initially published. Great blog content with compelling substance drives traffic to your site. Its easily sharable and your blog fanbase will want to make sure that their respective networks can find your blog post. Great blog content can be recycled into online courses or ebooks.
As a photographer looking to attract attendees to your workshop or online course, you need to make it a point only to blog high level content and evergreen blog posts. Blogs that represent your “best of” or “most popular” posts. These type blogs are critical in establishing your workshop organizing and teaching credentials, cementing your authenticity and building long term trust with your intended audience. You must find the subjects that answer the questions in your reader's mind.
Your blogs need to “create positive intensity” with your readers and fanbase with content so enriching and relevant that they need to read it multiple times to fully digest the material, and then “bookmark” the blog for future reference. If you focus on creating content that makes people feel like they cant wait for or miss reading your next blog...you’ve got it made!!
As a photographer leading a workshop you want to quickly get on the road to business relevancy with the blogs by reaching and reigning in new workshop customers. Photographers who may be novice bloggers, or even an established blogger who wants to raise their game, needs to re-think the type of information that blog readers thrive on and who will want to take their photographic journey with you!
Let’s look at the type themes that lend themselves to creating that epic content for the blog post.
Great blog content will contain all or certainly a goodly portion of the following:
When crafting your “piece de resistance” blog, you want to make sure that you publish out the most appropriate content relevant to generating your desired resluts. A great blog leads people who read the blog to respond back to you, so that you can make the relationship and obtain the coveted email address.
So...It’s more than ok to slow down the blog creation process. Good blog writing takes time. Experienced bloggers can take several days or even a couple of weeks to craft the proper content; as well as make and include a bonus download, resource guide, workbook or other type of supplementary content to include with the blog post. Remember also to make sure that the blogs have an email opt-in reminder and appropriate links to relevant content from the blog.
In the business sense, you are looking for a high ROI for the time invested in creating the blog. You want that content relevancy that leads to a long shelf life; where the blog gets shared and commented on...repeatedly. This is a far better outcome than constantly having to write “filler” content or “update posts”.
Don’t freak out over what seems to be the enormity of creating premier blog content on a regular basis. By slowing down the release of your blogs, you can concentrate on the quality of the information you are creating. It's very ok and even preferred to post out better content less often. You don’t want to be the squirrel on the treadmill, looking to churn out quick “on the surface” content that may or may not be important or relevant to your fanbase of readers or potential workshop customers.
Don’t forget your overarching business intent with blogging. Ultimately, you blog to help you gain more email subscribers to help you contact qualified potential customers for your photography workshops.
The blog posts need to showcase something that relates to your business offering...photography workshops, tours or online courses. You want to direct your audience to your workshop experience, where they can “go deeper” and learn more about your workshop offering.
Take your time. Play the “Long Game”. Don’t get “wrapped around the axle” of churring out superficial content on a daily basis. Think through what you want to share with your readers. Create and craft thoughtful super content. Then, enjoy the benefits of having your email list grow with the names of people truly interested in working with you on your workshops.
About the Author: Brad Feinberg is co-founder of PowerVision360 Productions and specializes in helping photographers improve their marketing conversion rates and thereby earn higher profits from generating more sales.