Content Marketing & SEO
Lesson 48 from: How to Start a Photography BusinessPye Jirsa
Content Marketing & SEO
Lesson 48 from: How to Start a Photography BusinessPye Jirsa
Lesson Info
48. Content Marketing & SEO
Summary (Generated from Transcript)
The lesson focuses on content marketing and SEO for starting a photography business. The instructor explains the concept of content marketing, which involves creating valuable content assets to attract attention instead of paying for advertising. The effectiveness of paid advertising is discussed, highlighting the higher conversion rates with content marketing. The instructor also explains SEO, which is the process of optimizing a website to improve its visibility in search engine results. The lesson provides steps to create long-term marketing assets through understanding SEO basics and crafting great content.
Q&A: What is content marketing? Content marketing involves creating valuable content assets that attract attention and provide value to the audience instead of paying for advertising. What are the advantages of content marketing over traditional advertising? Content marketing has higher conversion rates, as people are more likely to trust and engage with valuable content rather than ads. It also has long-term value and is less expensive than traditional advertising. What is SEO? SEO stands for search engine optimization and involves optimizing a website to improve its visibility in search engine results. How can content and SEO work together? Content marketing involves creating valuable content, while SEO focuses on making that content visible to search engines. They are two separate processes that can be combined to create long-term marketing assets. What are the steps to create marketing assets through content marketing and SEO? The steps include understanding SEO basics, crafting great content, and eventually capturing leads through PDFs and automated email funnels.
Lessons
Class Introduction
13:12 2Common Myths & Unknown Truths
11:42 3The Road Ahead
13:03 4Find Your Passion
06:06 5The Lin & Jirsa Journey
13:54 6Part-time, Full-time, Employed, Partners?
03:51 7Stop Wasting Time & Money
06:07 8Your 12 Week Roadmap
04:33Great Plans Still Fail
06:01 10Strategy Vs. Planning
04:16 11Mind Mapping
07:25 12Select a Focus
14:16 13Competitor Research
09:34 14S.W.O.T. Analysis
13:54 15Strategy & Long Term Goals
03:50 16Values, Vision & Mission
27:49 17Effectively Managing Your Time
15:05 18Artistic Development
07:30 19Create Your Plan
13:12 20What's Your Product
10:51 21Luxury vs Consumer Products & Experiences
11:44 22Quick Break for Econ 101
16:31 23Your Target Market & Brand Message
21:25 24What's in a Name
09:20 25Your Client 'Why'
05:43 26Crafting the Why Experience
24:17 27Document the Client Experience
08:29 28Business Administration Basics
27:03 29Book Keeping Management
06:51 30Create the Logo & Branding
07:04 31Portfolio Design
15:11 32Design Your Services & Packages
18:51 33Pricing Fears & Myths
08:46 34Three Pricing Methods
25:39 35Package Pricing Psychology & Design
06:15 36Psychology of Numbers
07:29 37Pricing Q&A
23:51 38Grass Roots Marketing
09:36 39The Empty Party
07:03 40Friends & Family Test Shoots
16:28 41Join Groups
04:32 42Second Shooting Etiquette
07:44 43The Listing & Classified Hustle
14:10 44Make Instagram Simple
13:55 45Your Automated Pinterest Plan
08:01 46Facebook Because You Must
07:37 47Giveaway & Styled Shoots
12:17 48Content Marketing & SEO
08:12 49The Monster: SEO
07:26 50Selecting Your Keywords
05:45 51Testing Your Keywords
07:53 52Grouping Main & Niche Goals
12:39 53Your Content Road Map
11:47 54Content Marketing Q&A
10:45 55Inspiration to Keep Working
07:45 56How to Craft Your Content
15:03 57Internal Linking Basics
05:30 58Back Link Building Basics
04:55 59Link Value Factos
14:38 60Measuring Link Value
04:24 61Link Building Strategy & Plan
06:10 62Link Building Plan: Vendors & Guest Writing
06:45 63Link Building Plan: Features, Directories, Comments
03:11 64Link Building: Shortcuts & One Simple Tool
14:44 65What is Sales? Show Me!
12:58 66Your First Massive Failure
05:17 67The Sales Process
07:31 68Your Second Massive Failure
05:23 69Understand Buyer Psychology
10:00 70Step 0: Building Rapport & Trust
15:14 71Step 1: Identify Need or Want
15:39 72Cognitive Dissonance
12:01 73Steps 2 & 3: Value Proposition & The Solution
14:21 74Step 4 : Close, Make the Ask
04:32 75Step 5: Follow Up & Resolve Concerns
06:13 76Family Photography Hot Seat
12:06 77Business Example Hot Seat
15:52 78Boudoir Photography Hot Seat
16:09 79The Best Sales Person
07:45 80Your Mindset, Vibrations & Frequency
06:56 81Always Positive, Always Affirming
11:55 82The Second Money & Dual Process
07:39 83Chumming the Price Waters
03:57 84Creating Want or Scarcity
09:54 85Timeless Advice on Being Likable
11:53 86Selling Over The Phone
10:59 87Forbidden Words in Sales
11:40Lesson Info
Content Marketing & SEO
Long-term viability, content marketing and SEO. Now that we are generating that content, so part one was actually creating the images that we're gonna get out there, this is the other side of that, which is creating the text copy, SEO portion, of that content that we're publishing. Make sense? Image side, content side, tech side. What is content marketing and SEO? We're gonna talk about it. So our first goal was to fill the party, this was through test shoots. This was friends and family, target engaged couples, style shoots, purposeful free/unpaid shoots. This was making it look full. We had this marketing plan where we did networking. That's how we're gonna get to that place. The second goal was to pack the line. This is that second goal. This is the other significant piece of where your time is going. So what is content marketing? Well, traditional marketing is you giving up cash to get visibility. Correct? The easiest way you can think of content marketing is creating content asset...
s that in and of themselves are valuable. Those are gonna be the pieces that get eyeballs. So rather than paying for eyeballs, we're putting time into creating assets for eyeballs. That sounds creepy. We talked a lot about eyeballs. The great thing about cash is that it's immediate. If you got the cash and you dump it into advertising, as long you put it in effectively, which is it own entire course in and of itself, is how to effectively use paid advertising, it's immediate. You can instantly get out there. What we've generally found is that the effectiveness of paid advertising is iffy at best. The Knot, paying for $1,200 directory listings. These things are iffy at best. You're lucky if you get one person in a year to come in and pay your prices and hire you. That's our experience. Some that are online may have had better experience, but honestly when you throw your hat in the ring where there's 600 other people throwing their hat in the exact same ring, it kind of makes sense that it's pay-to-play. So the people that are paying the most are gonna get the most, right? It's all about that number one spot. Even number two and number three aren't gonna really get it. And that's expensive. It's expensive to be number one these different wedding listings, or any listing, any directory. Yelp, whatever it is, it's expensive to be at the top of that list. Unless Yelp is obviously by quality, number of reviews, number of this. But they also have their sponsored posts. But in terms of, so speed to effect is immediate whereas on this side, the assets they take time. But conversion rates, this is the beautiful part, your conversion rates with traditional media are dramatically lower. I mean, we're talking one, 600% higher on this side. You are six times more likely to book a client if they look at a piece of content that you've generated than if they look at an ad. Does that mirror the way that you might buy? Does it mirror your own buyer preferences? In the sense of, do you trust an ad as much as you trust an article with a topic or an opinion? How did you buy your latest piece of gear? How did you buy your lens? Was it a friend that told you? Did you ask a few different people about it? Did you read an article about it? Anybody? Do you guys see an ad and go out and buy what you see? Or do you distrust the ad? How many of you trust ads that we see on TV? Come on guys, it's okay to raise your hands. I trust everything on TV, it's all true. (laughing) It's all true. No. You look at the reviews. Reviews, you look for reviews. You look for content that backs up your purchase decisions. And that's the exact same thing is that nobody trusts these advertisements. If you paid to be number one in a place, we all know that somebody paid to be number one in that place. We don't know the quality of their work. And that's why your conversion rates are so much higher on this side. Consumer trust is 68% better on the content side. The effective period is as soon as you stop spending money on that side it's done. On this side, you have long-term value. Competitive asset, quality content is indeed a competitive asset. On the traditional advertising side, your competitive asset is your money. So all you need over here is quality content and all you need for that is time and a little bit of writing. The cost in general over time, by the way, these aren't my statistics, this is from iMedia Connection, Aberdeen Group, and Demand Metric. 62% less expensive to generate high-quality content to convert and to create leads than it is to go out and advertise for them. So what you should be asking right now is how the freak do I go create good content? And that's what we're gonna talk about. What is SEO? This is search engine optimization, which basically equals visibility. Going into Google and being able to type something and seeing the result from it. So preparing your site to be visible in a search engine is search engine optimization. Content marketing plus SEO becomes your long-term asset because those aren't the same thing. Creating a valuable piece of content is writing an opinion, writing a review, writing a piece of education that has value to somebody else. That's step number one. The SEO portion is making that visible to a search engine. Does that make sense? Those are two separate things. So all we need to do to create our content, steps to a long-term marketing assets, is to understand the basics of SEO, to craft that content, and then we're gonna take the best content to turn it into PDFs for lead generations. We're gonna create an automated email funnel. These are steps beyond probably your first year, maybe even your first two. So I'm gonna leave these in here as future thoughts, but it's beyond the scope of what we're doing here. But right now, we can definitely understand SEO basics. We can teach you how to craft great content so you start generating leads. Eventually, two years down the road, figure out a way to capture those leads better. You'll be able to use them right away. Okay, we have a workbook for ya. Page 10, content. This is what it looks like except not in paper form. It has different tiers on it. So basically, there's a lot of content you guys can create. This is gonna be driven back to your personas, okay? But we're gonna look to create, by the end of 12 weeks, this will make sense to you in a minute, tier one and tier two content. That means your home page and one page underneath your home page. This content worksheet in your workbook is a listing of ideas of content that you can create right now. You need to choose based on your personas.
Class Materials
Bonus Materials with Purchase
Ratings and Reviews
Armstrong Su
This class and materials are to the point and eye-opening on the business side of photography. Pye Jirsa is an amazing and fun teacher as well! Most photographers need more business classes offered to bring us who love to create art back to reality for a more successful business that makes a living on it's own. This course will definately get you started in the right direction and so cheap too! Great investment! armstrong outdoor tv case outdoortvcase Pye Jirsa is one of the best instructors that I have the pleasure to learn from. He and his team have given me so much more than they'll ever realize. Knowledge, wisdom, training, friendship, mentoring, inspiration, joy... I cannot thank Pye enough for changing my life for the better. I owe them more than they'll ever realize. Thank you, Pye Jirsa!!!
Angela Sanchez
This class has been an eye opener for me; a point of change in my vision as photographer. Pye is and AMAZING, INSPIRING, GENEROUS instructor, with an, authentic desire to help people and to share with them the best of his knowledge. I will not have enough words to say thanks to Pye Jirsa, as a teacher and as a human being, and thanks to Creative Live who allows us to benefit from the experience of such a knowledgeable, educated, well-versed photographer and instructor. 1000% recommended!
Yenith LianTy
Been following this guy forever. Pye Jirsa may be well known in the wedding & portrait photography world and if there is something that this guy knows it is how to create a business, a sustainable one. The workbook he provided is comprehensive, and I honestly wish I had this when I first started out as a photographer! I love that he talks about his failures, keeping it real and honest for anyone starting out. He is definitely one of the best instructors around, super humble, down to earth and with a sense of humor to boot. The course is worth it! THE WORKBOOK is AMAZING! SUPER DETAILED!