Контент-маркетинг: как и какие фото подбирать для лучшего взаимодействия с пользователями?
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Контент-маркетинг: как и какие фото подбирать для лучшего взаимодействия с пользователями?
- 1. How to Choose Authentic Photos How using authentic, relevant imagery helps marketers grow faster. + Micah Cohen Director of Growth, Twenty20 @miccohen Liz Bedor Content Marketing Strategist, NewsCred @lizbedor #ThinkContent
- 2. • Importance of authenticity • What makes an authentic photo • Difficult terms • How to search for authentic photos • Brands doing it right Agenda #ThinkContent @miccohen
- 3. Authenticity is vital for your brand. #ThinkContent @miccohen
- 4. 0 25 50 75 100 Communicate honestly Don’t let customers down Always act with integrity Have brand recognition Be more appealing/exciting than competitors Be popular among my peers It’s important for brands to: Buyer preferences, based on a survey of 12,000 across 12 markets | November 2014 #ThinkContent @miccohen Consumers buy from brands that feel authentic.
- 5. New York Times For example, a study from Cornell University showed that when menu items had geographically or culturally influenced names (i.e. traditional Cajun beans or Grandma’s chili) patrons ordered them more and said they tasted better. Several studies have shown that authenticity - real or perceived - can directly affect sales. Authenticity affects your bottom line. #ThinkContent @miccohen
- 6. New York Times 1.8 billion photos are shared everyday on Snapchat, Facebook, Instagram, & WhatsApp. As the major method of judging info on the web and social media, photos are the way to express your authenticity. Photos are they way to express your authenticity. #ThinkContent @miccohen
- 7. • Technical execution • Trace of humanness • Relatable How to quickly spot authentic photos? #ThinkContent @miccohen
- 8. Good technical execution The amount of light that enters the camera through the lens. 1 How sharp or blurry the subject you are photographing is. Where in the frame of the photo you place your subject. Exposure Focus Composition #ThinkContent @miccohen
- 9. Exposure? Check. Focus? Check. Composition? Check. (rule of thirds approved) We’ve all seen photographs that nail basic technique: #ThinkContent @miccohen
- 10. But don’t obsess over quality. #ThinkContent @miccohen
- 11. Tell a human story 2 #ThinkContent @miccohen
- 12. Just because a photo nails the technical component doesn’t mean it’s effective. #ThinkContent @miccohen
- 13. What makes the difference? The human element.
- 14. Exposure? Overexposed on the face. Focus? Soft. Composition? A bit off. This photo is technically imperfect: But emotionally? It feels authentic…like looking over at a friend sitting in a coffeeshop. #ThinkContent @miccohen
- 15. Whichtellsthemosthumanstory? Test: side by side comparison A B C #ThinkContent @miccohen
- 16. Photosthatconnecttoyourcustomers’livesalwayswin. Trace of humanness A B C #ThinkContent @miccohen
- 17. 3 Be relevant Photos must be relevant and relatable to your audience. #ThinkContent @miccohen
- 18. Where do they live? What is around them? What products are familiar to them? What is the weather like there? Playing a modified game of whodunit is the best way to learn the nuances of your consumers’ media consumption habits so that you can fit right in. “Who is my audience?” #ThinkContent @miccohen Imagine your customer’s world.
- 19. If so, you’d fail with this ad. Your consumers aren’t riding in taxis. They’re calling Uber & Lyft on their smartphones and renting rooms off Airbnb while Snapchatting their friends about what they just saw on Instagram. Targeting millennials? @miccohen
- 20. People crave consuming user-generated content on social media. Use real-world photos in your marketing • Take photos of employees and activities around your office • License authentic UGC from real-world photographers Be relatable to your audience’s style. #ThinkContent @miccohen
- 21. Micah Cohen Director of Growth, Twenty20 micah@twenty20.com Key Takeaways • Be technically good • Have a trace of humanness • Be relatable An authentic photo should: #ThinkContent @miccohen
- 22. #ThinkContent @lizbedor Introducing NewsCred Content Software Strategy Liz Bedor Content Marketing Strategist, NewsCred liz.bedor@newscred.com
- 23. #ThinkContent @lizbedor The Challenge • The web is filled with terrible stock photos • Finding authentic photography is time consuming • It’s tough to think outside the box Finding authentic photography is difficult
- 26. FuturisticHands The typical stock photo choice AppsEmergingfrom Devices GlowingEarth #ThinkContent @lizbedor
- 29. Handsupholdingtrophy The typical stock photo choice Personontopof mountain Puzzles #ThinkContent @lizbedor
- 32. PersoninFrontofMaze The typical stock photo choice RockClimbing ‘ChallengesAhead’ ConstructionSign #ThinkContent @lizbedor
- 33. ToughSurfaces/ Barricades Authentic options NarrowPathway StarkLandscapes #ThinkContent @lizbedor
- 35. ThumbsUpHappy Employee The typical stock photo choice ArmsCrossed MultiplePeopleSurrounding OneComputer #ThinkContent @lizbedor
- 38. StethoscopeCloseUp The typical stock photo choice HealthNut YogaontheBeach #ThinkContent @lizbedor
- 40. Tips for searching for authentic photos • Use photography terms • Think of the emotion you’re trying to evoke • Be specific #ThinkContent @lizbedor
- 41. Low angle Defocused Silhouette Depth of Field Front View Head and Shoulders Motion Blur Long Exposure Wide Angle Selective Focus Use real photography terms #ThinkContent @lizbedor 1
- 42. “Flat lay brunch” #ThinkContent @lizbedor
- 43. “Low angle view of wave” #ThinkContent @lizbedor
- 44. “Silhouette of city skyline” #ThinkContent @lizbedor
- 45. “Long exposure Port Melbourne” #ThinkContent @lizbedor
- 46. Think of the emotion you’re trying to evoke #ThinkContent @lizbedor 2
- 47. Sample Headline: 7 Essential Roles for a Successful Content Marketing Strategy #ThinkContent @lizbedor Emotion to Evoke: Calm
- 48. The typical stock photo choice #ThinkContent @lizbedor 7 Essential Roles for a Successful Content Marketing Strategy
- 49. Authentic option #ThinkContent @lizbedor 7 Essential Roles for a Successful Content Marketing Strategy
- 50. Sample Headline: 7 Content Marketing Mistakes + How to Avoid Them #ThinkContent @lizbedor Emotion to Evoke: Action
- 51. The typical stock photo choice #ThinkContent @lizbedor 7 Common Content Marketing Mistakes + How to Avoid Them
- 52. Authentic option #ThinkContent @lizbedor 7 Common Content Marketing Mistakes + How to Avoid Them
- 54. Let’s say you need food images #ThinkContent @lizbedor Instead of searching for “soup” Try “clam chowder”
- 55. Let’s say you need hairstyle images #ThinkContent @lizbedor Instead of searching for “hairstyle” Try “fishtail braid”
- 56. Brands doing it right #ThinkContent
- 58. #ThinkContent
- 59. #ThinkContent
- 60. #ThinkContent
- 62. MiFID II Implementation: Don’t Hit the Panic Button…Yet #ThinkContent
- 63. How to Structure an Outsourced IT Project for Less Risk, More Leverage #ThinkContent
- 64. Banks Face Basel Push to Prepare for Higher Interest Rates #ThinkContent
- 66. #ThinkContent
- 67. #ThinkContent
- 68. #ThinkContent
- 70. Want to learn more? The Ultimate Guide to UGC newscred.com/theacademy + #ThinkContent NewsCred Strategy Services strategy@newscred.com
- 71. Thank you + Micah Cohen Director of Growth, Twenty20 @miccohen Liz Bedor Content Marketing Strategist, NewsCred @lizbedor #ThinkContent