The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly, 5th Edition

17An 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 first included this chapter in the fourth edition of the book (and have expanded it in this, the fifth edition) 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 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 ...