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In the past several years , images have become increasingly popular marketing and public relations assets. The change is so significant that I’m including this new chapter in the fourth edition of the book to highlight some of the ways that you can use them. In particular, we’ll look at storytelling through photographs, image - sharing applications ( Instagram and Pinterest in particular ) , and delivering complex data clearly with infographics. As with other forms of content, success in this area comes from considering your buyers and creating the images that will be valuable to them as they consider doing business with your organization.
Photographs as compelling Content Marketing
With all the talk about image - sharing services like Pinterest and Instagram , sometimes a basic premise of communication practice is lost. Images are important in all your marketing content. Don't get so excited about the latest tool that you forget about the value of the image itself.
An original photo is great as a way to communicate with your buyers.
For example , consider Zursun Idaho Heirloom Beans. The company was the first to offer authentic heirloom beans and unusual legumes to customers worldwide via specialty stores. Dozens of bean , lentil , and pea varieties are available , with colorful names like Dapple Grey , Scarlet Runner , White Emergo, and Tongues of Fire. " The glorious true-to-size pictures , carefully taken in natural light , have done more to promote the beans than any words possibly could , " says Allison Boomer , the founder of Eco - conscious Food Marketing. Boomer worked with zursun on site design and content.
It seems so simple , doesn't it ? Photos help to tell a story , particularly for a product that comes in unusual shapes and colors . Yet so many marketers rely on boring stock photos that make their organization appear lazy and uncaring and that hide the uniqueness of their products .
You can read about the beans on the site. " Zursun heirloom beans are grown on small-scale farms in the Snake River Canyon region of south central Idaho known as the Magic Valley Growing Area . The area 's arid climate , rich , well- drained loamy soil , moderate temperatures and stable moisture level - internationally recognized as having ideal environmental conditions for bean growing - produce pure , distinctly flavorful beans , superior to common store - bought beans . " Sounds yummy , right ? Sure , the text Boomer wrote is compelling. But the beautiful photos seal the deal and get buyers to place an order.
'' I was careful about writing the content , " she says. " However , it turns out the photos resonated so much more with customers than the text. I didn't anticipate this going into designing the site , so I was lucky . Zursun has reached an awesome tipping point , for which I give much credit to the website and those glorious bean photos.Sales in the last year have doubled. Responding to the many inbound queries through the website has become a daily task for me.”
As you’re creating the content for your site and blog , learn from the success of Zursun Idaho Heirloom Beans : Shoot original photographs to tell your story to your buyers . Even organizations without photogenic product offerings can use images. As we will see next , even sellers of commodities and intangible services can still get into the photo game with Instagram and other new photo networking services.
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