Most photographers share their images on their website in hopes of driving a ton of traffic to complete the ‘contact us’ form. Unfortunately, in today’s digital world that’s no longer enough. You need a content marketing strategy. What is content marketing exactly?
In my view, content marketing provides relevant, useful content to your audience online without actively pitching them. It’s about providing information that makes your target audience become more informed before they buy. By doing this in a consistent manner, you’ll earn brand awareness and they will ultimately reward you with their business.
I won’t lie to you – it takes work. Relevance and consistency are key. How does one get started? Here are some of our top go-to recommendations when building a solid content marketing plan.
Dread it or like it? Some photographers dread the idea of social media while others embrace it and utilize it to engage. It’s a necessary evil in an effort to reach your target audience. Have a presence and aim for good engagement activity.
Posting images online is no longer enough. Blog about the experience. Tell a story about the image in such a way that will entice your target audience to learn more about you. Provide useful content and tips on ‘how to’ for your audience relative to your work.
Despite what some believe and in the wake of CASL, the art of newsletter writing is not dead. Provide an opt-in mechanism in all you do to have people sign up. Make it educational in tone. What better channel to distribute your content than to the ones who raised their hands to openly to receive it.
Keep SEO in mind
This goes without saying, but a good content marketing strategy will involve search engine optimization. And, if all the above things are done well, they will help with SEO.
In our next few blog posts, we dive deep into each of these with some tips on how to implement.
About the Author
Deanna White is owner and publicist for storylinePR, exclusive PR firm & marketing agent to Ottawa’s most talented fine art photographers. “Because we know instead of marketing your work, you’d much rather be creating it.” www.storylinepr.ca