The 9 Types of Blog To Write For Your Wedding Business
Shed the blank-page-blinking-cursor dread, with my run through of the 9 different types of blog content you should be writing for your wedding business.
Your couples are out there scouring the internet for help with their wedding planning, and searching for their perfect suppliers - and your blog is the perfect place to help them figure out if you’re The One. The content you put here helps your future couples resonate with you, discover your unique sparkle, and fall in love with the thing you’re going to create for their wedding - whether that’s a chic stationery suite, an enchanted floral wonderland of dreams, or a bespoke outfit or accessory.
You need never be stuck for blog ideas for your wedding business again - just refer back to this list to get the inspiration fizzing.
Contents:
Real weddings
Process pieces
Showcase your options
Portfolio heroes
Above and beyond
Your special sparkle
A couple’s guide
FAQ blogs
Collaborations
Types of blog to write for your wedding business, and how to write them:
1: Real Weddings
Receiving a gallery of images beautifully showing your work at your couple’s actual wedding? It doesn’t get much better than that. I know it’s tempting to go all-in and write a blog that is essentially the story of that couple, giving them their moment in the spotlight and reliving the lovely relationship you developed with them.
However…I’m going to (lovingly, but firmly) tell you why that’s not actually going to help you attract other couples for your services.
The truth is, your future couples (the ones finding and reading your blogs) probably don’t know ‘Jasmine and Luke’ and weren’t at their ‘winter wedding at Hedsor House’. And, honestly, they don’t care.
What they do care about though, are the specific details and elements of that wedding day that reflect their vision for their own, and how you can help them achieve that. So, this is my golden nugget of advice on how to write good ‘real wedding’ blogs:
Make it less about the people, and more about the thing that connects you all. Did Jasmine and Luke have a small but perfectly formed single-tier wedding cake, or really had you go to town on bespoke illustrations for their stationery? Perhaps the venue was the standout detail, or their unconventional timeline for the day, or that special thing they chose to do at sunset, or, or, or…
That’s the headline. And just like that, ‘Jasmine and Luke’s Winter Wedding at Hedsor House’ becomes ‘A Single Tier Wedding Cake at Hedsor House: Small, But Perfectly Formed’ and so on, and transforms, in the eyes of your readers, from being a story about a random couple to content they want to read - because it resonates with them right from the title.
It’s still Jasmine and Luke’s story, and you can still indulge your desire to gush about them a bit, it’s just reframed to appeal to your future couples.
And in case you’re wondering…this is the longest section! I’m keeping it brief from now on, this was just too important.
2: Process Pieces
A blog is a great opportunity to go into much more detail about your process(es), and help your couples understand what working with you is like. Some examples:
Why you have specific lead times
How long before their wedding they should book you
How you help them decide on their design
What ‘semi custom’ means for your service or product
What to expect from the design journey
3: Showcase Your Options
Do you sell, design or make something that comes with several options for your couple or client to choose from? You can get in-depth about their choices in a blog, which doubles up as an easy-to-send guide throughout your process. This could be something like:
Different ways you can create an aisle meadow (with images and price points)
Sleeve options for bespoke gowns
Seasonal wedding cake flavours (highlight your favourites)
Various luxury ‘finishes’ for wedding invitation envelopes
4: Portfolio Heroes
Now, you might be thinking ‘isn’t this the same as real weddings?’ - not quite! I know at some point in the past you’ve worked with a couple who were lovely, and you were very proud of what you created for them…but the rest of their wedding as a whole wasn’t exactly your style, and you’re a bit stuck - so you’ve never blogged it, but it nags away at you.
Creating a portfolio hero blog is the perfect workaround, giving you the chance to zone in on what you made, why you made specific design choices, what the brief was and how you delivered on it, and making a big fuss of that one beautiful element - without zooming out on the wedding day itself.
A blogging strategy that finds different ways to show what you do and how you uniquely do it always packs a punch.
Will your readers find what they’re looking for on your blog page? Click here to discover blog writing services if you need to build your blog bank!
5: Above and Beyond Blogs
I call these ‘above and beyond’ blogs because I want you to think more widely than just your role in a couple’s wedding. Can you help them with some other aspect that is closely related to what you do, and may even benefit you in the long run too? I’m thinking blogs like…
How to display your wedding cake
The interaction between styling and florals
How to properly put in and secure a veil/hair accessory
Where to put your wedding welcome sign
These things might not be your job per se, but they’ll probably help you get better images and content if your couples follow the advice - and your couples will be especially happy with the results!
6: Your Special Sparkle
What is it that you do that others don’t? What makes your process, knowledge and experience, design style or approach different? A blog is the perfect place to showcase this, helping your potential couples get to know you beyond the surface and understand what they’re getting.
This can be something broad such as the fact that you have a unique style of decorating wedding cakes, or something very specific such as one element of your process or ‘one thing you’ll never recommend’ when couples work with you.
7: A Couple’s Guide To…
Most couples have never planned a wedding before, which means they probably know very little about the more ‘technical’ aspects of what you do. They’re unfamiliar with all the terms that you use everyday, and when you refer to ‘ceremony arches’, ‘belly bands’ or ‘cathedral length veils’ they likely can’t imagine exactly what you mean. Writing a ‘Couple’s Guide’ can really benefit both you and your couples, helping them to clarify their vision and know what they’re asking for. Examples I’ve written for clients in the past include:
A couple’s guide to floral installations
A bride’s guide to wedding veil lengths
A couple’s guide to choosing your destination wedding stationery
8: FAQ Blogs
One reason that answering frequently asked questions in your blogs is so valuable is because you’re automatically getting great SEO points. We’ve all opened up Google and typed in our questions, and your couples are doing the same thing. Thinking about the things you get asked regularly during consultations, for example, is your crystal ball to the minds of your couples - title your blog with the question (yes, verbatim!) and answer it thoroughly.
Happy couples, happy Google, happy you.
9: Collaboration Blogs
We are, by nature, a collaborative industry, so why not make the most of that in your blog content? Get in touch with other suppliers who are complimentary to your business rather than competitive (I don’t recommend that a wedding florist reaches out to another wedding florist to collab on a blog, unless there’s a very specific reason), and ask if they’d like to do a blog swap.
Keep it simple by asking the other person 3 questions about what they do, things that might benefit your couples reading your blogs, then weave their responses into your blog. Make sure you make it clear who has contributed and where, and credit them along with a link to their website - then, get them to do the same for you on their website.
This way you gain a valuable ‘backlink’ (SEO brownie points), give your couples more information than they came looking for (you superstar, you), and have the potential to make new industry friends and connections.
You need never be stuck for blog ideas for your wedding business again, but if you’re looking for some support with SEO’ing them, I’ve got you covered. My ‘Sea Breeze SEO’ service allows you to submit 2 blogs to me every month for me to SEO optimise for you, plus personalised blogging coaching and an audit and edit of your current blogs. You can browse all the details here.