Building Blocks for the New Year - Part 3

by Skip Cohen

​No matter where you live, there's ALWAYS something to write about. Again, your blog is about what's in your heart, while your website is about what you sell. The two work together to help you establish brand awareness by being helpful and informative. I've already shared tips on ways to make your blog more effective, including a sampling of ideas about photography.

Let's take it a step further - no, let's take it twenty steps further:

• Challenges through the pandemic: Remember, for most of you, your target is "Mom." Don't be afraid to share some of your own frustrations and how you're getting through them.
• Pets of the community: In the hierarchy of why people hire a photographer, pets are in the top three. Share photographs of pets around the neighborhood while at the same time demonstrating your expertise as a photographer. You could easily share one pet portrait each week demonstrating your skills and at the same time having fun in the community while still being physically distant.
• How to hire a photographer: Share tips on what to look for when hiring a professional photographer. Obviously, make sure you score high on every tip.
• Community Calendar: Build a calendar of community events and then keep it updated. This puts you in a role of support for each event and groups/associations hosting them.
• Community events after they've taken place: Be there live or online to capture the event.
• Community relevant topics: For example, years ago, my good buddy Jared Burns ran a series about henna tattoos. He was interested in making the Indian community aware of his skills as an artist.
• Tips on presentations: framing, canvas wraps, slide shows
• Gift ideas using photography
• Places to photograph around the community
• Technology updates: Become a resource for your readers on new products involving imaging.
• Important camera gear
• Profile your favorite charity in the community
• Profiles of people/businesses in the community: Do an environmental portrait of people in the community. From your pharmacist to the chef at your favorite restaurant to a helpful manager at the local market, there's an almost unlimited supply of subjects. And
• Photo projects for kids: From coloring books pages made from family portraits and events to keeping a photo-journal help Mom and Dad with ideas to keep the kids busy during the pandemic
• Throwback Thursday: Sharing old images gives you a chance to remind clients it's time for a new family portrait
• Community photo contests: Invite your readers to participate with their images. You pick the topic; they share their pictures.
• Using photographs with stationery and holiday cards
• How to show your best side with online video (Skype, Google, Zoom, etc.)
• Cross-promotions with other vendors
• Growing your skill set: Share new things you're doing in your business as a result of workshops (on or offline) you've attended.

There are twenty ideas for blog posts and combined with yesterday's eleven photography tips, you've got a solid foundation to start building content so you can have some consistency with your blog. Remember, these give you content to share during those weeks that have are quiet. You've still got images to share with things like "365 Projects," client shoots and challenges, and events happening more real-time throughout the week.

Many years ago, I shared content from an article, "How to Write a (Better) Photography Blog Post." Andy Bondurant listed six areas every new and veteran blogger should focus on. The article is no longer active, but here's what I shared that was most helpful:

1. Blocks of Time: “Blogging done well needs a block of time devoted to it.”
2. Determination: “You must determine to write no matter what is happening that week. You must fight through apathy, writers block, fear or anything else thrown your way.”
3. Consistency: “You MUST update your blog. Ideally, this would be 2-3 times per week. At the least it should be 3-4 times per month. If you can’t commit to consistency…don’t start.”
4. System and Structure: “There are multiple different types of blog post structures you can create. I encourage you to choose one to be very good at, and occasionally add another in for spice.
   Here are 5 different post structures you can model: Story
, List
, Tutorial
, Opinion
, Big Thoughts"
5. Voice: “Your blog will be at its best when you allow your personality to shine. It starts with being open, authentic and honest (while being careful to not share too much). This is your writing voice. The more you refine and define your voice, the better your blog will be.”

Ed Foreman is a marketing and life-coach guru who spoke at a Polaroid meeting I attended 30+ years ago. He shared a concept I've never forgotten, and shared many times in posts and workshops:

If I can see the world through my client's eyes,
then I can sell my client what my client buys.

It's not about putting yourself in their shoes, but about understanding what's important to your audience. What are they worried about? What are their goals? What's most important in their lives?  

A blog done well, gives you the ability to demonstrate how much you care and your ability to be helpful. It's a nonstop relationship builder with your readers!