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An Image Is Worth a Thousand Words
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.
For example, consider Zürsun 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 ...
