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The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, & Viral Marketing to Reach Buyers Directly, 4th Edition
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The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, & Viral Marketing to Reach Buyers Directly, 4th Edition

by David Meerman Scott
July 2013
Intermediate to advanced content levelIntermediate to advanced
464 pages
12h 28m
English
Wiley
Content preview from The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, & Viral Marketing to Reach Buyers Directly, 4th Edition

18

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.

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 taken in natural light, have done more to promote ...

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The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, & Viral Marketing to Reach Buyers Directly, 3rd Edition

The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, & Viral Marketing to Reach Buyers Directly, 3rd Edition

David Meerman Scott

Publisher Resources

ISBN: 9781118711071Purchase book