The brief

​

Like many wedding venues, Swancar relied heavily on word of mouth, referrals and traditional marketing activity. They wanted a more structured digital content strategy that would increase visibility, attract engaged couples and support enquiries throughout the customer journey.
 

I was brought in to develop and manage an ongoing content marketing programme spanning SEO, blog content and social media.

​

The process

​

The wedding industry is a unique space because you're marketing to people at a very specific stage of their lives. Most customers only go through the process once, which means your content needs to answer questions, provide inspiration and build trust quickly.

​

I started by analysing Swancar's audience, identifying the questions, concerns and topics most likely to influence prospective couples as they researched venues and planned their weddings.

Using these insights, I developed rolling three-month content plans covering both blog and social media content. The strategy combined evergreen wedding topics with location-focused content and themes aligned to Swancar's business objectives.

​

Alongside content planning, I wrote two SEO-focused blogs per week designed to improve visibility for relevant local searches and wedding-related topics. The content covered everything from planning advice and seasonal wedding inspiration to venue-specific features and frequently asked questions.

​

I also managed paid social campaigns targeting recently engaged users, helping introduce Swancar to audiences who may not have otherwise discovered the venue during their search process.

​

The outcome

​

Content that inspired and converted

The combination of SEO content, social media activity and targeted advertising helped Swancar build a stronger digital presence and engage prospective customers at multiple stages of the wedding planning journey.

​

By creating useful, relevant and locally focused content, the venue was able to increase its visibility online while providing prospective couples with the information and inspiration they needed to take the next step from browsing to booking.