I saw this post the other day & it was too good not to repost here. It’s everything I’ve been coaching my clients with FOR EONS! Enjoy… & if you have questions or would like to have me come in for a consultation to discuss your organization’s photography strategy, leave us a comment.
Photography is the content marketing darling of 2012. It’s the subtext of the recent headlines regarding Facebook’s purchase of Instagram and Pinterest’s meteoric growth this quarter. In large part, this is attributable to the fact that photographs provide an easy way for people to create and contribute content on social media, helping to reduce the high proportion of lurkers.
Before examining how you can use photographs to expand your content marketing offering, let’s look at the usage of each of the hottest new photography sites.
Tumblr was last year’s breakthrough social media site no one had heard of, since most of its users were under 25 according to comScore. According to Tumblr CEO David Karp, the site has 50 million blogs and about 4.5 billion impressions a week.
Photographs are worth more than a thousand words for content marketers. They’re eye-candy that draws readers in. Here are seven ways to incorporate photographs into your content marketing mix and some questions to help you create an effective photography offering:
1. Make your products into stars. Go beyond basic product shots used on websites and in catalogs. Display your products in the context of how they’re used in real life. Entice viewers to want to have them.
2. Tell your organization’s story. Use photographs to give prospects, customers, and the public a sense of your firm’s history and physical location.
3. Enhance your brand. For many organizations, this means going beyond your traditional brand guidelines. It requires thinking about a 360-degree brand that social media requires.
4. Show a human face. Quite literally, photographs show who’s behind your brand and your organization.
5. Educate viewers to use your product. Photographs show customers how to use your products in lieu of videos or as a supplement to other instructions. Think beauty products or cooking, where customers can see the interim process.
6. Broadcast the news. Show your product is part of, or participates in, current trending topics, such as the Romney campaign’s Etch-A-Sketch moment.
7. Invite customers and the public to share product and brand related photos. Photographs make great user-generated content since it’s relatively low risk for contributors to create and submit them. All they need to do is to hold up their smartphones.
Humans are visual beings, which explains one of the reasons why we’re attracted to photographs. As a marketer, ensure photography (or images in general) is an integral part of your content offering. Photos help achieve your marketing objectives and extend readers’ engagement with your content.
Do you have any other recommendations for how photographs can be integrated into your content marketing?