In this video I’m busting a myth about content marketing for photographers that I hear all the time. Stay tuned to hear why you might be thinking about content marketing all wrong...
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When it comes to the subject of content marketing - I often hear photography business owners say things like…
“I really don’t have enough interesting stuff to say. There’s only so much content I can create about my photography and does my dream client really care enough about what I do to bother reading my email or watching my video?"
But there is a huge limiting belief at play here.
Yes - some of your content should be linked to your services. In fact - you really must create persuasive content about what you do and how you do it because that’s the content that actually tips someone who's thinking about hiring you over the edge and gets them to book.
But here’s the thing.
The vast majority of people are not thinking about hiring you. They’re not in the market for a photographer right now but it’s highly likely that sometime in the future they’ll want or need one. You need to be on their radar so that when that time comes you’re the only photographer that comes to mind and you can’t do that if all you talk about or write about is photography.
Because, remember, they’re not bothered yet!
So what content should you be creating for all these potential ideal clients who aren’t looking for your services yet?
Easy. You think about what they are bothered about and you create or curate content about that.
Let’s talk about Dove.
Women all over the world are in love with this brand. Not because they create content about soap and moisturiser and shampoo. I mean, they do create content like that, of course, but that’s not what makes us fall in love with them.
We love Dove because they talk and write about women’s self confidence and body image. They start conversations around emotional topics their ideal customers care passionately about.
It’s guaranteed that if all Dove’s content was about beauty products they would NOT be the beloved household brand that they are today.
I hear you. So let’s go smaller and talk about my friend Alasdair. He runs a small accountancy firm here called Ashton McGill and his ideal clients are modern, forward-thinking, entrepreneurial and creative business owners.
Now Alasdair could create content about accounts and budgets and profit and loss spreadsheets. And he does have that content on his website because when someone is actively looking for an accountant they’ll want to see some of that content to help them with their decision.
However, is that what his ideal client is passionate about? No!
So Alasdair started a podcast called ’Never Settle’ and he interviews - yes, you guessed it - modern, forward thinking, entrepreneurial and creative business owners about their business journeys.
Accountancy is hardly even mentioned but this is the content that brings his ideal client into his world. You would not believe how this firm has grown in just a couple of years.
So please, if you’re stuck staring at a blank screen because you have nothing interesting to say about what you do. Stop.
What does your dream client care about?
What does she worry about and struggle with?
When you know these things you’ll never run out of content to create for her and she’ll love you for it.
So if you’re a family photographer - create content about the highs and lows of parenting. If you’re a boudoir photographer - create content about body image and self confidence. If you’re a wedding photographer - create content about quirky wedding venues and planning ideas.
You’re a photographer. That doesn’t mean you have to be a photography bore.
Be like Dove. Be like Alasdair.
If this has sparked something then come and spend an hour with me for FREE and I’ll walk and talk you through running marketing campaigns for your photography business. You can sign up below. I’d love to see you there!
And, if you're looking to grow your photography business and get clarity around exactly how to do that and in what order - this article will help you write your Ultimate Photography Business Plan. Definitely check it out.