Content marketing is structured around leading readers through the sales funnel, to the point where they are ready to make the purchase or complete the goal that’s been set for the web page or website. However, making someone stick to a huge page and scroll down to the end it’s almost impossible today, when the attention span of the average internet user is shorter than ten seconds. You only have this time to keep someone on your page, so you need to be creative and use everything in your power to make people scroll down rather than hit the “back” button.
Photography plays a major role in content marketing said Josh Dickinson, as it can be a very effective hook for the eye of the viewer. Photos can be used for bringing life to the copy, for helping users depict what they read. Even creative individuals may have troubles when it comes to imagining various things or abstract concepts. If you show them some photos together with your words, they might open up and see your point much faster. This increases your chances to score a conversion each time a user reaches the point where the call to action is. Besides, good photographs are always a sign of professionalism, or at least this is the general perception of the audience.
Good photography is the salt and pepper of content marketing. This kind of eye candy is a must for all marketers who want their messages to come across. Their target audience is made of people who love to see photos. These are the same people who wouldn’t read a book that doesn’t contain any dialogues between the characters. They are also those who skip descriptive paragraphs, as all they care about is the action in itself, this and nothing else. Such people aren’t dumb, but they won’t read a piece of bland marketing copy, no matter how useful it would be. They wouldn’t even get to see the information is actually good, as their eyes are going to wander off the page in as little as a few seconds. On the contrary, give these people some stunning photos, insert them in the best places in your text, and you are going to have them hooked to the end. This doesn’t mean all of them are going to become your paying customers, but at least you have a better chance to bring them on board.