What I Tell Wedding Pros Who Say “I Don’t Know What to Post”

If you’re stuck wondering what to post on your social media or online marketing, like a blog post or video, for your wedding business, you are not alone. It’s one of the most common things I hear from wedding pros. Whether you’re a florist, photographer, invitation designer, planner, or cake artist, staring at a blank caption box or camera roll can feel overwhelming.

The good news? You’re not out of content, you’re just overthinking it. Sorry, not sorry! You already have what you need. You just need a strategy to make it easier.

Most wedding pros think they’re out of content, but the truth is, you’re full of it—your expertise, that is. I’m going to get real with you for a bit, and empower you to believe that you have everything you need to attract your ideal clients online, without marketing taking over your life. I’ll show you how to post with purpose by answering real client questions, getting specific with your content, and showing up where it matters most. Whether you’re a wedding planner, stationer, florist, or photographer, your best content is already in your head.

In this post, I’m going to walk you through what I tell my wedding business clients when they say they don’t know what to post either on social media, on their blog or in an email blast. I’ll explain how to focus on your expertise, why specifics matter (especially for SEO), and how to make content creation simpler with systems and purpose. You’ll also learn how to come up with content that builds connection, positions you as the expert, and helps your ideal clients feel confident and ready to hire you.

Focus on Your Expertise First

The best online marketing and lead generating content starts with what you already know. You’re not a content creator or influencer, and you don’t need to become one. You are a wedding professional. You’re a photographer, florist, cake maker, bridal shop owner and more. You have experience, insights, and real-world knowledge that your ideal clients planning a wedding need. That’s what you should be posting about.

I know it can feel tempting to write about what influencers are writing about, post about what is trending, or what your competitors are doing, but this is a recipe for disaster every single time. Stick to what you know, stick to what makes you unique, and, above all, stick to what your ideal clients need to hear.

If you're a wedding florist, post about the best blooms for summer weddings in your area. If you’re a photographer, share what couples should wear for engagement photos in your city where you work. If you’re a DJ, explain how working together with your DJ to create a wedding day playlist, keeps the dance floor packed.

Talk about what you know. Share what you say in client consultations. Use the questions you get asked over and over again. Go to your FAQs and write about those and then when you’re done, write about them again and again. They are the most common questions for a reason, because, well, most people have questions about them.

You don’t have to come out and say you’re the expert. When you post helpful, specific content that answers real questions, it builds trust with your clients and creates connection. Your clients will figure it out for themselves, just you wait! That’s the goal.

Specific and Local Is Always Better

I say this all the time because it matters more than most people think: the more specific and local your content is, the better it will perform. This is true for search engines, and it’s true for real engaged couples who are looking for someone like you.

A blog post called “5 Wedding Venue Ideas” is too broad. It won’t show up in search, and it won’t attract your ideal client. But “5 Rooftop Wedding Venues in Chicago, IL” is specific. It speaks directly to a couple planning in that location, and it shows up in search when they’re looking for exactly that.

The same is true for every wedding vendor in every category from catering to videographer to cakes to wedding dresses and more.

A stationer can write about “How to Choose Wedding Invitations,” or they can write “How to Choose Wedding Invitations for a Mountain Wedding in Colorado.” Which one do you think attracts more qualified leads?

When you go too general, you risk attracting the wrong leads, including people who can’t afford you, aren’t in your area, or aren’t even planning the kind of event you specialize in. Specificity filters out the wrong people and helps the right ones find you faster.

Your Content Should Make Their Life Easier

You don’t need to create online content just to fill a calendar for your wedding or event business. Rather, every post should exist for one reason and one reason only: to make your client’s life better. That could mean answering a question, saving them time, inspiring them with an idea, sharing a creative take they haven’t seen before, or helping them feel more confident in a decision.

Think about what your clients planning a wedding likely for the first time are worried about, overwhelmed by, or unsure about. Think about the things they’re Googling at night or whispering to their friends. That’s where your content starts. Not with you, but with them.

When you create content that helps your ideal client, you automatically position yourself as a helpful resource. That builds trust. And trust leads to better inquiries and stronger bookings. When it’s the middle of the night and they are able to go deep into your blog or your Instagram feed and feel seen and heard that will do wonders for your business my pushing those potential leads farther down the funnel towards a “yes” and a sign on the contact line - without you having to do any extra work. You create the content once, and it lives on and on for more and more engaged couples, in your area, searching for your services to find it

If this feels like a lot, or you’re overwhelmed by the idea of doing this consistently, check out my post on how to simplify marketing for a wedding business. You’ll see how systems and batching can take the pressure off while keeping your content strong.

Recap: What to Post for Your Wedding Business

If you’re feeling stuck on what to post, stop trying to be clever and start trying to be helpful. You already have the expertise. You already know your ideal clients. The content comes from what you do every day and what your clients need from you.

Whether you’re a wedding planner, photographer, florist, DJ, caterer, or invitation designer, your content should showcase your knowledge, be specific to your region and niche, and serve a clear purpose.

Don’t post just to post. Post to help. Post to build trust. Post to get found.

When your content is helpful, searchable, and aligned with what your ideal client is already looking for, the right people will find you, and they’ll be more likely to book you.

FAQ

What should I post if I feel like I’ve already said everything?
Repetition is fine. Most people didn’t see it the first time. If it’s still helpful, it’s still worth sharing. Remember though, repetition doesn’t mean copying or cutting and pasting. Find new and different ways to stay on brand and be the expert.

How do I come up with new content ideas?
Start with your FAQs. Look at what your past clients have asked. Pay attention to what people search for online in your area. Specific, local content always wins.

Can I reuse content from emails or blog posts?
Yes. Repurposing content across platforms is one of the smartest things you can do. A blog post can become a caption, a story, a pin, and an email.

What if I’m not good at writing or creating content?
You don’t need to be a writer. You need to be clear and helpful. Use templates, speak from your expertise, and focus on being of service.

Ready to Make Posting Easier and More Strategic?

You don’t need to be online all day or come up with clever content constantly. You just need a plan that works. The Pin Pipeline will help you simplify your online marketing, post with purpose, and attract better leads with less stress.