Why Great Content Matters: Optimised Storytelling Elevates Your Business

There’s no sugar-coating it, the wedding industry is a crowded industry. There’s a finite number of weddings each year, and what feels like an infinite number of brands competing for those couples’ attention.

Having a gorgeous product or an amazing idea just isn’t enough - your brand needs to tell a story as well. It needs to be a story that resonates with couples, appeals to them and allows them to feel a connection with you.

You don’t need me to tell you that booking wedding vendors is such a personal thing and it relies so much on that initial connection. 

What is Brand Storytelling?

This is where brand storytelling comes in. It’s easy to optimise your content, it’s easy to cultivate a social feed, but when it comes to content that isn’t just ticking boxes, but also leading to bookings, are you doing all you can?

Great content isn’t just about SEO (although I’ll never disregard it). It’s about meeting nearlyweds where they are, offering them what they need and crafting an identity that guarantees they go with you, instead of a competitor. 

So let’s break down what goes into brand storytelling, and why it’s different to standard marketing copy. 

It builds an emotional connection

Well-crafted copy is designed to make you feel something - and when you’re booking businesses for your wedding, you follow your heart, not your head. 

It increases brand recognition

Cultivate a tone, build brand guides (they’re not just for design) and see how people will start to seek you out because they feel familiar with you.

It positions you as an expert

If you have a clear brand guide that you follow, a carefully crafted content plan, and copy that is designed to deliver your message, followers and potential couples will see you as the go-to in your niche.

There’s a big difference between saying “We’re luxury wedding planners,” and “We curate bespoke wedding experiences for discerning couples.”

How do I know this?

I’ve been doing this for over a decade - creating a recognisable, appealing brand tone that converts. I’ve done it for several different major wedding brands, increasing bookings, impressions and traffic. 

You need a well-crafted brand story to make your business stand out - and an editorial approach further elevates it. 

Frankly speaking, couples are used to cut-and-paste marketing models, and they yearn for something different. Make every couple feel like you’re the only couple they’re considering with a unique approach.

That’s where I come in - drop me a line to find out more.