Podcast Summary: This Can't Be That Hard – Episode 314: Grow Your Photography Business with Blogging with Kate Work
Introduction
In Episode 314 of This Can't Be That Hard, host Annemie Tonken delves into the transformative power of blogging for photographers. This episode features a compelling conversation with Kate Work, a seasoned photographer and trained writer, who shares her insights on how blogging can significantly elevate a photography business. The discussion highlights actionable strategies, the importance of authentic voice, and the multifaceted benefits of integrating a consistent blogging practice.
Guest Introduction: Kate Work
Annemie welcomes Kate Work to the show, highlighting her dual expertise in photography and professional writing. Kate introduces herself as a branding and headshot lifestyle-driven photographer based in Ridgefield, Connecticut, with seven years of experience. Beyond photography, Kate boasts a robust background in PR and communications, specializing in professional copywriting and blog writing for fellow photographers.
Kate's Journey into Blogging for Photographers
Kate recounts how her foray into blogging began in 2020 through a mastermind group led by Sabrina Gebhard, a mutual friend and educator. Leveraging her PR expertise, Kate naturally gravitated towards assisting peers with their messaging and copywriting needs. This collaborative environment led Sabrina to hire her for blogging services, thereby kickstarting Kate's dedicated copywriting arm in early 2021.
Kate Work [07:14]: "I sort of got a little bit of a reputation for, you know, being able to help people with the writing thing."
Crafting Authentic Blog Content: Capturing the Client's Voice
A significant portion of the conversation centers on the delicate art of embodying a client's unique voice in written content. Kate emphasizes the importance of authenticity in blogging, stating that blogs should "sound like how you speak" to foster genuine connections with readers.
To achieve this, Kate employs a multifaceted approach:
- Social Media Analysis: She reviews clients' social media presence, including stories and video content, to grasp their natural cadence and communication style.
- Detailed Questionnaires and Onboarding Meetings: These tools help Kate understand clients' preferred phrases and conversational nuances.
- Iterative Editing: The initial months involve refining the blog drafts to ensure alignment with the client's voice, often uncovering authentic expressions that resonate more deeply.
Kate Work [08:43]: "I want to assume your voice... That sounds like you, that feels authentic to you."
Blogging Beyond SEO: Adding Value and Building Credibility
While acknowledging the undeniable SEO benefits of blogging, Kate and Annemie explore how blogs serve purposes beyond mere search engine rankings. Kate highlights several key advantages:
- Value Provision: Blogs address frequently asked questions (FAQs), reducing repetitive customer inquiries and enhancing client experience.
- Credibility Building: Authentic content showcases expertise and reliability, subtly reinforcing the photographer's value proposition.
- Time Efficiency: Well-crafted blog posts can streamline client communications by preemptively answering common queries.
Annemie echoes these sentiments, reflecting on her own experience where early, authentic blogging organically boosted her business's online presence without a stringent SEO strategy.
Annemie Tonken [16:22]: "You are sending people to your website, which is amazing for your analytics."
Effective Blogging Strategies for Photographers
Kate outlines several effective blog topics that resonate well within the photography niche:
- FAQs: Addressing common client questions provides immediate value and generates evergreen content.
- Session Preparation Guides: Offering detailed advice on preparing for various photography sessions (e.g., family, branding, headshots) helps clients feel more confident and prepared.
- Product Recommendations: Suggesting local boutiques or outfit ideas not only aids clients but also fosters community relationships and enhances SEO through local hyperlinks.
- Showcasing Benefits: Topics like "Top Five Reasons You Need a Branding Session" help in articulating the intrinsic value of the photographer's services.
Kate Work [22:18]: "If you're passionate about the type of photography you do, this is where you can sort of get on your proverbial soapbox."
Repurposing Blog Content Across Marketing Channels
One of the standout points in the discussion is the versatility of blog content. Kate emphasizes that blogs, being long-form, serve as a foundational asset from which snippets can be drawn for various marketing efforts, including:
- Email Campaigns: Directing clients to relevant blog posts saves time and ensures consistency in messaging.
- Social Media Content: Extracting quotes, tips, or highlights for posts and captions enhances content richness.
- Proposals and Presentations: Referencing blog content adds depth and professionalism to business proposals.
- Reels and Multimedia: Transforming blog insights into engaging video content broadens audience reach.
Kate Work [24:26]: "These blogs can really be one of the hardest working pieces of your marketing puzzle."
The Value of Blogging in Building a Sustainable Photography Business
The conversation underscores blogging as a sustainable marketing strategy that continues to yield benefits over time. Kate and Annemie discuss how blogs remain relevant and operational long after their publication, providing ongoing value without requiring constant maintenance.
Additionally, blogging is portrayed as a low-pressure medium for photographers who may be uncomfortable with direct selling. By embedding value-driven content, photographers can attract and convert clients organically, reinforcing trust and demonstrating expertise without overt sales tactics.
Annemie Tonken [28:59]: "It can be as passionate as you are about the value of what you're doing in the context of a blog post."
Conclusion and How to Connect with Kate
As the episode draws to a close, Kate shares information about her limited blogging services, emphasizing her commitment to maintaining authentic client voices. She encourages listeners to reach out via her website, kateworkphotography.com, and highlights her willingness to work with photographers nationwide.
Kate Work [29:07]: "If you're following me, you can always follow me on social media. I'm Kate Work Photography."
Annemie expresses her gratitude for Kate's insights and encourages listeners to explore the resources available on the This Can't Be That Hard website.
Key Takeaways:
- Authenticity is Crucial: Successful blogging hinges on capturing and conveying the photographer's unique voice.
- Blogs Offer Multifaceted Benefits: Beyond SEO, blogs enhance client engagement, streamline communications, and build long-term credibility.
- Content Repurposing Maximizes Value: Blogs serve as foundational content that can be leveraged across various marketing channels, enhancing efficiency and consistency.
- Consistent Blogging Sustains Business Growth: Regular, high-quality blog posts continue to attract and convert clients, underpinning a sustainable business model.
For photographers seeking to elevate their business through effective blogging, this episode provides a comprehensive roadmap, blending practical strategies with the nuanced art of authentic storytelling.