It seems that Twitter, Facebook, YouTube and Instagram are inundated with copious amounts of new content every single day. Although more is usually better, this is not necessarily true when it comes to content. Scaling back on your content might just drive more people to your website in the end.
The short answer is yes, there is nothing wrong with using stock photos in your marketing. BUT, it's not that simple.
I believe that stock photos are a necessary evil, especially because many small businesses simply don't have the time or the money for professional photo shoots.
I think the real question here should be, "how can I best use stock photos in my marketing?" Since the use of stock images is so widespread these days, you can't just simply select a "smiling face" picture and hope it has a positive effect on the message you are trying to communicate. Instead, you need to try harder. You need to select an image that is relevant to the content it is paired with. You need to select images that have the right look and tone for the message you are communicating. You need to select images that are appealing to your target audience. Here's a great case study I just received that highlights the benefits of using Authentic Photos vs. Traditional Stock Photos.
- I don’t know for sure, but I imagine that orthodontists can’t help noticing people’s crooked teeth. Even when they don’t want to.
- And I’m guessing that interior designers subconsciously rearrange their friends’ furniture in their heads without even thinking about it?
- I bet waiters take note of particularly good service when they dine out, because they understand the difficulties of the job.
Point is, no matter what line of business you’re in, it’s sometimes hard to find the “off” button. You notice things out of habit. You subconsciously critique, even when you try not to. Which is probably why lately I’ve noticed when content marketing is working on me, or I’m being targeted in a business’s email workflow. Sometimes I smile to myself, thinking “I’m on to you, I know this game!” But many times lately I’ve been impressed with how well companies have used good content to attract me and lead me further down their sales funnel.
No matter your industry or the size of your company, all businesses can benefit from content marketing. It drives traffic to your site, helps you create and nurture leads, improves SEO and enables you to communicate directly with your audience.
Although there is no magic formula, there are specific things you can do to maximize your content efforts. To help, here are 10 content marketing tips to help you drive traffic and increase sales: