By Tracey Manailescu, Co-founder of The Wedding Planners Institute of Canada and Lead Planner of Tracey M Events

If you’ve ever felt guilty for not posting enough, stressed because you “should” be on another platform, or overwhelmed by the never-ending demand for content, you’re not alone.

In 2025/2026, wedding planners aren’t just event professionals. You’re also expected to be content creators, editors, storytellers, educators, and brand ambassadors. It’s a lot, and it’s completely normal to feel like you’re falling behind.

However, there is good news. With a smarter strategy, not more effort, you can create a sustainable marketing system that builds visibility without draining your creativity or your time.

Let’s break it down into a clear, usable, highly effective plan you can start today.

Why Marketing Feels So Exhausting Right Now

Couples are researching everywhere. Instagram, TikTok, Pinterest, your website, Google, YouTube, podcasts, blogs… the list goes on. And because they’re watching content nonstop, they expect the brands they trust (you!) to show up consistently too.

But “consistently” doesn’t mean constantly.
And it definitely doesn’t mean perfection.

You don’t need more content.
You need better content, created in a way that works with your life, not against it.

Step 1: Batch-Create Your Content (Your Future Self Will Thank You)

Instead of scrambling every week to think of what to post, block one afternoon per month and dedicate it to creating everything you’ll need.

During this focused session, capture:

Behind-the-scenes clips

Show your planning process, your workspace, how you prep for meetings, or how you curate a design board. People love the “how” as much as the “what.”

Venue walk-throughs

Film quick clips whenever you visit a new location. Couples want to see the spaces through a planner’s eye, and this is also one of the most sharable content types.

Tips and micro-lessons

Think:

• “3 questions to ask before booking a venue”
• “One detail couples forget until the last minute”
• “A simple timeline hack that makes your day run smoother”

Short, punchy, and helpful wins every time.

Personal reflections

A quick clip about what you learned this month, what inspired you, or what made you smile. These human moments build connection and trust.

Once you have your content captured, plug it into a scheduler (Later, Planoly, Metricool) so the next four weeks are handled.

Batching reduces the mental load and turns marketing into a system, not a scramble.

Step 2: Repurpose Absolutely Everything

Here’s the truth most planners don’t realize:
You don’t need to create content from scratch.

You need to create content once, and repurpose it everywhere.

For example:

One blog post can become:

• 10 reels
• 10 Instagram stories
• 3 carousels
• 1 email newsletter
• 1 Pinterest pin
• 1 LinkedIn post
• multiple tips for Threads or Facebook

Couples don’t see “repetitive” content.
They see consistent messaging, which builds trust and authority.

Step 3: Collaborate Intentionally (Not Randomly)

This is where the magic happens.

The fastest way to get more visibility is to co-create content with others who already have an engaged audience. But instead of chasing trends or doing random collaborations, think strategically.

Try collaborating with:

• Photographers and videographers (ask for clips of you working)
• Venues (film mini venue tours together)
• Decor and floral designers (do a style breakdown video)
• Dress boutiques (chat about silhouettes, fabrics, trends)
• Other planners (co-educational reels are big this year)

These partnerships help you reach new eyes without doing extra work.

And here’s the key:
Always ask for content when you’re onsite.
Even 10 seconds of footage can become five different posts.

Step 4: Focus on Quality Over Quantity

Remember: Consistency beats virality every single time.

Viral content brings attention.
Consistent content brings inquiries.

Couples don’t need a planner who posts constantly, they need a planner who shows up in a clear, trustworthy, reliable way. And that happens through:

• Clear messaging
• Helpful content
• A steady presence
• Showing your process and personality

You’re not a content machine, you’re a professional storyteller. And you get to decide the pace.

Marketing Is Ongoing, But It Shouldn’t Be Overwhelming

The pressure to “show up everywhere” is real, but it’s also unnecessary. When you batch your content, repurpose it wisely, collaborate thoughtfully, and focus on consistency, marketing becomes manageable and even enjoyable.

Your audience doesn’t need more from you, they need the real you, showing up with clarity and confidence.