Part One of “Photo Tours as Part of A Content Marketing Strategy” focused on the rise of content marketing, content quality, and the evolving value of photos. Now we’re going to dig more into photo tours and how they can be rich, compelling content for your audience.
What Does Your Audience Want to See?
Murdico suggests that you “decide what content is most important to your target buyer.” Think about it. The audience doesn’t always want to see what you want to see. They have specific needs, and they need details.
Recently viewing an office and conference space, it was clear that the web site focused on all of the cool furnishings and cutting edge decor in a line of static images.
This material was all of secondary importance, however. They did not detail what their high tech business customers probably most wanted to see: What connectivity is available? Where? What are the conferencing capabilities? How many HDMI ports does that monitor have?
The real material that your audience wants may not be what you think.
Detail in Interactive Photo Tours
Web designers, marketers, nonprofits, and small business people can now share much more detail about aspects of an image or scene. This is what the Whitepoint framework is for.
The smartphone photo you see here is of a vintage Corvette’s dashboard. For many, it’s a cool dashboard, and that’s enough.
But, what if you’re wanting to sell this Corvette? You have a different challenge.
You need to highlight – in an interactive fashion – the details about all the options that this Corvette includes: Air conditioning, fiber optics, a five port washer pump (not just the three port). And, someone installed a newer stereo in it. But, what kind is it? And, what kind of speakers are attached to it?
These are the details that a buyer craves. And, you can set your self apart from the competition by providing them in an interactive photo tour. Imagine documenting the entire car. The Whitepoint framework is perfect for this.
Just look how buried the details are in the paragraph above. Web users are looking for more compelling content that’s fun (and that means interactive). Photo tours can take care of both of these needs.
Telling The Story
Sure, you’re going to need the tools to deliver that message, and there are associated costs. But, photo tours are opportunities to stuff a lot of valuable content into small packages. And, those small packages can generate online conversations as well as attract new customers.
With Whitepoint, for example, there are SEO (search engine optimization) benefits to the content you create. Building photo tours, online galleries, or slideshows with Whitepoint results in content that is searchable and indexable by search engines. That helps attract those new customers. And, you can do it for free.
Some would even argue that SEO is the core purpose for a strong content marketing strategy. Regardless, the key is providing quality, engaging content.
Interactive photo tours are perfect for schools, museums, universities, public parks, real estate, medical offices, and retail spaces. Imagine all of the details to be shared with visitors and potential customers. What do they want to see? What interesting facts or history will make the subject more intimate for your audience?
Answer those questions. Soon, you won’t just be throwing content at your audience. You will engage your audience.by