What to Post When You’ve Got No New Weddings (And Feel Like a Contentless Potato)
Let’s be honest, sometimes it feels like everyone else is rolling in styled shoots, back-to-back weddings, and a grid full of glossy perfection.
Meanwhile, you're sat there with nothing new to post except your half-drunk coffee and a slightly haunted look in your eyes.
Sound familiar?
You start thinking, “I’ve got no new weddings, so I’ve got nothing to post.”
Let me stop you right there. Because that mindset is a lie. A seductive one, but a lie nonetheless.
A proper wedding marketing strategy isn’t about always having new content, it’s about being strategic with what you already have.
It’s storytelling.
It’s opinion-sharing.
It’s brand-building.
And yes, occasionally it’s filming yourself fluffing a pillow or arranging fake florals at an odd angle because the lighting is good.
First, Let’s Talk About What a Marketing Strategy Actually Is
If you think a wedding marketing strategy means constantly shouting “LOOK AT THIS NEW WEDDING I DID” into the abyss, we need to recalibrate.
A marketing strategy is:
A structured plan to communicate your value, vibe, and vision over time.
A way to build emotional connections through consistent content even when you’re not booked out.
A storytelling engine, not a highlight reel.
People don’t just buy because they saw something shiny. They buy because they:
Feel connected
Trust your taste
Like the way you think
Believe you get them
That’s not something you achieve by endlessly posting fresh weddings. It’s something you build by showing up with purpose, even when you’re between events.
So let’s talk about what to post when you’re in your quiet season.
1. Use Stock Photos But Make Them On-Brand
This isn’t about slapping up a random bouquet from Unsplash and calling it a day. If you’re going to use stock photos, curate them like a Vogue spread.
Think like a stylist.
Example: Your brand is all about coastal elegance with a whisper of Hamptons chic.
Post: A striped sunlounger in the afternoon light. A crisp white tablecloth with a coupe of champagne and a little lemon twist. A detail shot of woven sunhats hanging on the back of rattan chairs.
Caption: “The kind of energy we design our weddings around. Understated, refined, and a little bit barefoot.”
It’s not about pretending you planned the event. It’s about using imagery to evoke your brand world. People want to feel something and if you make them feel it consistently, they’ll remember your name when it counts.
2. Repost Past Weddings But Give Them a Fresh Angle
You can post the same photo multiple times, so long as the story you tell is different.
Let’s say you have one image from a wedding you’ve posted before. Instead of reusing the same caption about the bouquet, try this:
Caption options:
“You might not have noticed this small detail… but it changed the entire guest experience.”
“The colour palette we chose was inspired by the bride’s grandmother’s garden — here's why that mattered.”
“What you don’t see in this image is the two months we spent sourcing just the right linen shade.”
Same image. Different lens. New meaning.
This works because our brains are wired to connect with stories, not just visuals. According to psychology research, storytelling lights up multiple regions of the brain meaning your content becomes more memorable and emotionally engaging.
And it means you get way more mileage out of every wedding you’ve done.
3. Film Yourself Doing Anything Brand-Aligned (No, Really)
If you’re sitting around waiting for something interesting to happen you’re missing the gold.
You are the content.
Examples of what to film:
Arranging flowers at home (even if they’re from Tesco)
Polishing vintage cutlery for a styled table
Sketching out cake designs or moodboards
Writing your timeline with a biro and strong opinions
Drinking tea in a gorgeously styled hotel lobby (because obviously)
What this does: It builds trust. It shows expertise. It gives people a peek behind the scenes. And it makes your brand feel human.
People love to see what goes on when you’re not in a sea of peonies. The everyday beauty of what you do, the process, the prep, the passion is what draws people in.
4. Create “Opinion Posts” That Show How You Think
You don’t need a wedding to have a voice. Some of the strongest marketing content is simply: your thoughts.
Examples:
“Why I’ll always recommend a pre-ceremony cocktail hour”
“What not to DIY at your wedding and what no one tells you”
“The trend I love, the trend I’m bored of, and the one I wish would come back”
Think about the things you say to clients all the time. Your little philosophies. Your bold hot takes. Write those into captions or carousels. This positions you as an expert not just someone who creates pretty weddings.
People remember opinions. Opinions make you stand out.
5. Repurpose Client Testimonials or DMs
You know that message from your client that made you cry a bit and read it aloud to your partner in a smug whisper?
Post it.
But instead of a boring “So grateful” caption, turn it into something with flavour.
Example: Screenshot of a client message ✍️ Caption: “This message made my Tuesday. Proof that you don’t need a 400-guest wedding to create something unforgettable. Just a couple in love, a garden, and the right team.”
Then you can expand: talk about the experience, or use it as a segue into your offer.
6. Share Your Why. Repeatedly
In marketing, there’s a concept called message fatigue. Creators feel like they’re repeating themselves constantly. But the reality is that our audience is just getting it.
Repeat your values. Repeat your vision. Repeat what you stand for.
Why it works: Familiarity breeds trust. If someone sees your name and hears a consistent message over time, they begin to associate you with reliability and with that specific emotional promise.
Example Post: “We don’t plan weddings for the sake of trends. We create weekends that feel like home, just with better wine and better outfits.”
Or: “Our couples care about details. Not in a Pinterest-perfect way, but in a ‘my grandmother's brooch is on my bouquet’ way. That’s our kind of person.”
7. Teach Something. Even a Tiny Thing
Educational content positions you as the expert and builds goodwill.
💡 Think micro-teaching:
“Why we use paper napkins over linen in outdoor weddings (yes, really)”
“The best way to brief your photographer if your table styling matters”
“Three things that make a wedding feel expensive, that aren’t actually expensive”
Short, sharp, scroll-stopping. People love to learn.
And it doesn’t have to be groundbreaking, just useful. When you teach people something, they associate you with value. And that makes hiring you feel like a no-brainer.
8. Give People a Reason to Keep Watching You
A proper content marketing strategy isn’t about pumping out posts and praying. It’s about guiding people through a journey:
Awareness → “Ooh, I like her style.”
Trust → “She really knows her stuff.”
Desire → “I want to work with her.”
Action → “I’m booking a call.”
This doesn’t happen because you post a new wedding. It happens because you show up consistently, with meaningful content even when nothing exciting is happening.
So What Should You Do When You Have No New Weddings?
You:
Use stock photos that evoke your brand
Reshare older work with new stories
Film yourself living your brand values
Share your thoughts, not just your work
Repurpose testimonials into sales copy
Educate your audience in tiny, brilliant ways
Reiterate your why until it becomes your tagline
The psychology is simple: people don’t remember what you said, but they remember how you made them feel.
Your job is to make them feel something with every piece of content — even the ones that feel like filler to you.
If you’re sitting on your hands thinking “I’ve got no new content, so I can’t post,” you’re not out of content — you’re just out of perspective.
You don’t need more. You need strategy.
A good marketing strategy wrings every last drop out of your existing work. It builds trust over time. It makes people feel seen, and seen again, until they’re ready to buy.
And if you need help turning your quiet season into a content goldmine? You know where I am.
