This guest blog is the first of many! Photographer Paul
Tschornow has been kind enough to contribute a post which discusses the
importance of imagery and the huge impact it can have on the growth of any business.
Imagery is an important factor when it comes to representing your brand. Read
on to see what Paul has to say, including why social media platforms such as
Instagram have been so successful.
Let’s face it, this isn’t a
new approach, newspaper front pages have been doing exactly this for decades.
They scream at you from the newsstands with their photographs and headlines. Yes,
papers are in decline, but this is because of the shift to online news
delivery. Now publishers compete on different battlegrounds such as SEO and social
media. Therein lies the problem – SEO. Marketers are so caught up in the SEO
mindset that when it comes to their content strategy they’re not focused on
the quality of the content. Instead of creating compelling copy with catchy headlines
and beautiful images, content producers are trying to tick the SEO boxes. They’re
making sure the blog post or article reaches 300 words and the relevant
keywords are contained in the first couple of paragraphs and headlines blah,
blah, blah.
Let’s try mixing things up a
little. Much like redheadPR, you must create
more content targeted at real human people instead of bland copy designed for
the Google web crawlers. Make content for social media instead. As we know from
the success of Instagram, Snapchat and Pinterest, people love pictures.
Photographs tell half of the story before you’ve even written a word. As people
have such short attention spans, a great picture and a little bit of text goes
a long way. Image led tweets, Facebook updates and LinkedIn posts get more
attention because your audience doesn’t have to invest much time in them. Once
you’ve got people’s attention and they’ve clicked the link that’s when you
expand with the written form. Remember, strong images are more likely to be
‘liked’, shared and engaged with, so let’s forget about the word count and
focus on the photograph instead – picture first, then add some text.