What Are Content Pillars for Photographers: The Secret to Never Running Out of Post Ideas
Maybe you’re like us – or how we were when we first started our destination wedding photography business.
Back then, we would get an idea for a blog post or an Instagram post. And we’d hurry off to write it, get it published, and put it out there in the world.
But then, we’d have trouble coming up with another post for a while. That kept our potential clients in the dark until we’d have a new creative idea to post about!
We kept up that ongoing cycle for a while, knowing that it wasn’t the most sustainable option. Does that sound familiar at all?
Don’t worry if it does! Because we have the solution in this post. We’re talking all about content pillars for photographers, including answering the major questions like:
- What are content pillars for photographers
- How do you create content pillars for social media or Instagram
- And why should you use content pillars in the first place
So if you’re looking for the best-kept secret for never running out of content ideas for your photography business, then keep reading!
What Are Content Pillars for Photographers?
First, let’s get down to the basics. What are content pillars for photographers? You may have heard social media gurus talking about them online. But what are they when it comes to your photography business?
Content pillars are, essentially, broad categories for your photography business that all of your content ideas fit into.
It’s a way for you to define your content and to make sure everything you post is in line with your brand foundations and your ideal audience. You can use content pillars to make sure you post information, advice, and suggestions that make sense for your audience.
Why Should You Use Content Pillars in Social Media?
Content pillars in social media and content marketing are the key to never running out of post ideas, whether you’re blogging, sending out emails to your list, or posting on Instagram.
Content pillars for social media and marketing create structure when it comes to putting your brand name out there. Taking time to define them and then use them whenever you create content does two things:
- It helps you never run out of post ideas! You won’t feel like you’re struggling to come up with new topics. You can simply refer back to your content pillars to brainstorm.
- It helps your audience build trust in your brand because they’ll know what to expect from you. For example, as a wedding photographer, they’ll primarily want to see that kind of content. So if you happen to pop up one day with a blog post and Instagram post that has your new favorite cooking recipe, they may be confused. Having these content pillars will help you stay organized and on topic for your ideal clients.
Where Do You Use Content Pillars?
You can use your content pillars with any kind of marketing tool you use for your destination wedding photography business. If you have a blog, an email list, or social media accounts, you can implement your content pillars any time you post.
The great news? You don’t have to have different content pillars per marketing tool. In fact, we recommend that you don’t do that! It’ll just make it more confusing and complicated when you post your content.
Instead, create content pillars that are usable across all of your marketing platforms. Then, create a schedule that allows you to post to all of those platforms.
For example, your content schedule might look like:
- Starting with a blog post topic idea for photographers that fits within one of your content pillars
- Once you post the blog post, then you send out an email to your list saying you have a new post up on your site.
- From there, you then copy and paste a small paragraph of the blog post into an Instagram caption. And you direct your audience to your website to read the rest of the blog post!
From one single blog post using your content pillars, you’ve marketed your photography business in three different ways!
How Many Content Pillars Should You Have?
There is no set rule on how many content pillars you should have. It looks different for every photography business.
For most wedding photographers, having between 3 and 6 content pillars is ideal so you can incorporate all of the major topics you want to talk about with your ideal clients.
How to Create Content Pillars for Photography:
When it comes to how to create content pillars for your wedding photography business, there are a few things you need to look at.
Just remember, the end goal with defining your content pillars is to think about the value you want to bring to your ideal clients.
Follow these 5 steps to create content pillars:
1. Find Out Your Ideal Client
First and foremost, you need to get crystal clear on your ideal client. They’re the ones who ultimately determine what’s valuable and what’s not. And that determines the kind of content you create!
For example, the ideal Lilly Red Photography couple is a fashionable couple who wants a luxurious, dream wedding in Lake Como. That means that we post guides about how to plan the most unforgettable getaway in Lake Como. It means we post guides on finding fashionable wedding designers. It also means we don’t talk about how to have a wedding on a budget because that won’t resonate with our ideal client.
Not sure who your ideal client is? Check out our guide on how to find your ideal wedding photography client!
2. Do a Little Bit of Spying On Your Competitors
We’re not advocating for copying your competitors, by any means. You shouldn’t copy your competitors because what works for them may not work for you.
But, you can use SEO tools like Ubersuggest to spy on your competitors to see what types of content are working for their audience.
The key here is to make sure you’re a direct competitor. If you don’t have similar ideal clients, then they may not have the same values as your ideal clients.
We suggest making a list of your top 3 to 5 competitors, then head to their social media accounts and their websites. Take a look at what they’re posting and what seems to be performing well. Then think about how you can put your own spin on it!
3. Look at Industry Trends
As we all know, the wedding industry has trends that come and go every season. Just like wedding colors go in and out of style, how brides and grooms consume wedding planning content is trendy, too.
Stay on top of wedding industry trends by following wedding industry leaders and influencers on social media. They’ll keep you updated on the latest news and hot topics. You might even want to attend webinars, events, or conferences for the wedding industry to really learn it inside and out.
Doing so will help you provide better, valuable content for your ideal couples!
4. Brainstorm Topic Ideas
Once you’ve done the first three steps, it’s time to whip out a piece of paper and a pen (or, you know, a blank Google document).
With your ideal client in mind, your knowledge of what your competitors are already doing, and the current industry trends, you can start brainstorming topic ideas.
Just write down a list of different kinds of content that you believe will be beneficial to your audience. That might include:
- Real weddings you’ve photographed
- Guides on how to plan your wedding day with your photographer
- Testimonials from past clients
- Guides on a specific wedding destination you’re familiar with
- Guides on wedding day fashion and accessories
5. Categorize Your Topics Into Your Content Pillars
Once you have a list written down, now you can go back through it and start to categorize your topics. You’ll more than likely notice that they fit into content pillar ideas like these:
- Educating your clients on how to prepare for their wedding day
- Educating your clients on a specific location
- Building trust with your clients by sharing past clients’ weddings and testimonials
- Connecting with your clients by sharing more about yourself as a photographer
- Inspiring your clients by showing them how you see their wedding day as a photographer
As much as we love photographing weddings, we know that as business owners, that’s only part of the job. The other part? Actually running a business!
We also know that running a business takes a lot of time and effort. So we’re always looking for ways to keep things streamlined, manageable, and consistent.
Defining content pillars for your photography business is a golden way to never run out of content ideas, to stay organized, and to stay consistent in your marketing.
Want a more in-depth look at how to market your photography business using content pillars?
