Ok, so we've reached this wonderful topic. This is where I believe photographers are divided into two camps: those who love to blog and those who would much rather do laundry and take out the trash for half a day. Whatever side you're on, there is no dancing around the fact that having a photography blog can be one of the most powerful tools for improving your web presence and attracting the right kind of visits. So let's get a little deeper into things.
Why you should have a blog integrated into your webpage
Let’s be clear about what a blog is and what it's supposed to do. A blog can serve a variety of purposes and they come in all shapes and sizes. It can be a mix of text and images, a personal/business diary, or even a video blog, etc. If you use your blog as a personal business diary, it is always best to keep your posts positive and informational. It is better to have your blog integrated into your webpage rather than using an external service. This is more professional and it makes things easier for everyone.
We're interested in photography blogs here so let's talk about what content they should have. After all, your work is about images and they should speak all there is to be spoken, right, not necessarily. Photography blog posts are fantastic for in depth communication with your audience and potential clients. People who visit your blog already know you as a photographer and they can identify your style. Therefore there is no competition between webpage and blog, one doesn't substitute the other. Your blog should be like a cafe with smart talks about photography. A place where you share your knowledge and opinions, and also one that keeps clients up to date with your work.
What kind of posts should you publish on a photography blog?
Don't limit yourself to clichés. You should think about your blog as a totally free place. That means that it doesn't necessarily have to include photos in every post. You may find yourself one day sipping a hot up of coffee and thinking about how film is still being used in fine art photography or when will there finally be a digital, medium format rangefinder on the market. Sharing those thoughts with your visitors is what it's all about. This takes us to the next level: writing. I believe that good photographers should write. A lot of them do. The excuse of using images instead of words to communicate is an outdated cliché that no longer serves any purpose. You don't need to be the next Hemingway and you shouldn't put pressure on yourself, especially if writing is something you haven't done in a long time. Like all skills, it takes a little bit of practice, but eventually you'll get there.
Another kind of popular blog post is behind the scenes photos and videos. Let's say you shot a campaign for a local sports goods retailer and the photos turned out awesome. People who see those photos on your website and places like Flickr and 500px will want to know how you did it. How much you reveal is up to you, but generally these posts are of very high interest.
You could also announce your next big project, or keep watchers updated with something ongoing. The variety of things you can publish on your blog depends on you. If there is one rule that I would never break when it comes to having a photography blog, it is to never step out of bounds. Stick to something related to photography and all things creative. Don't talk about politics on your blog and don't review the latest music albums.
How often should you post?
This is a tricky question. It depends on how much time you have to spare, how often you have something to share and so on. You don't have to post daily. Actually I wouldn't even recommend posting daily on a photographer's blog. Although, it does need to be a long term commitment and believe me, sticking to it will be difficult sometimes, especially when work doesn't seem to end.
I recommend starting with a post every ten days. If it involves writing, it might take you a couple of hours easily. Eventually, it will take less of your time. A constant flow of one post per week is good enough. Obviously there will be times when no matter how much you want to keep active on your blog, you won't. Don't try to compensate with three posts at once. Instead, try to ease back into the rhythm.
As a final piece of advice, express yourself as freely as possible. It doesn't come easy, especially if you're more of an introvert, but you'll get the hang of it. Speak your mind and don't worry about how many people will like, share or even read your posts. As they say in aviation, stay true and all else will follow.