Blogging is the single best way to keep your business relevant when done right and the biggest pain in the ass to a photographer when it's done wrong. One thing I like to keep in mind is that I want to make sure I'm posting great content that will get me traffic for a long period of time.
Let me explain with this explanation of the Three Levels of Blogging.
Level 1 is the basic housekeeping of blogging, it needs to be done often, it doesn't require a lot of thought, it's blogging your sessions, your weddings, and your work. 90% of the traffic you'll get for most sessions will be in the first 24-48 hours as your client shares it, your social media feeds see it, and then it stops generating new clicks to your site. It's great for potential brides to see your work in this format, so it's incredibly useful, and it's good for SEO when you link to the vendors shown in your shoot. Every photographer should be doing some form of this.
Level 2 is a little bit more complicated, but it's not too hard to come up with content, it just takes a little bit of creativity and setting aside time to do it. It's putting together compilations of similar subjects, or the most common, best of posts at the end of the year. If you share your favorite venues, best dresses, whatever you want to share a grouping of, it's a great way to have great blog content in the slower months. It's fantastic to link back to the full posts, and it's another way to get a previous client to share your work because you highlighted them in a compilation post. These can be as basic or as unique as you can think of. Be creative, because there's unlimited potential at this level.
Level 3 takes the most time to come up with and craft but it's also going to be the most helpful to your business in the long run. Evergreen content which is content that is relevant all year round no matter what. Evergreen content is a great way to educate a client or to maintain a list that clients will find useful. Consider it a resource. With other content with a quick shelf life, evergreen content will get stronger over time as you refine it. I wrote about Evergreen content a while back to get more in depth with it here.
So mix up your blog and don't get stuck posting only low level content. Drive traffic to your site using a mixture of content and ideas.
If you need help creating unique content for your business, send me a message. I'd be glad to work with you in building a marketing and content strategy for your business.