“One doesn’t stop seeing. One doesn’t stop framing. It doesn’t turn off and turn on. It’s on all the time.”
— Annie Leibovitz
Interior and Exterior photography
Content marketing as it relates to the photography industry is defined by two variables:
Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience — with the objective of driving profitable consumer reactions.
Compelling visual content begins with the professional photographer being given the context in which the work will be framed. The content designer then sorts through these initial photographic images, choosing the photos and footage that will form the basis of your finished product.
The role of the professional photographer in this process has never been more critical than it is today. The difference between images created by a sophisticated camera in the hands of an expert, and those created by an amateur with amateur equipment, is easily noticeable. At Vizuluxe we pride ourselves on using only the best photography techniques and equipment to obtain the highest quality photography before we begin the editing and enhancement that will meld these images into your creative marketing program.
When our design team begins capturing images for your project they do so knowing the context that they will be used in. Their work is focused and efficient. The subsequent image may be intended to reflect the entirety of the project; such as an aerial photo of the featured home surrounded by its community. Or the image might focus just on one facet that evokes a quality; an artfully designed bath faucet or a granite counter top. A photograph may not be about the physical product at all, but selected instead to create a mood or to add a dynamic element; a bird flying above the autumn foliage, an aerial cutaway to the ocean shoreline, a canoe moving along the lakefront, or a Golden Retriever staring out French doors at an expansive flower garden.
At Vizuluxe we understand the value of collecting great images. Whether you’re a garden landscaper or the chief developer tasked with building an 80 unit, multi-home community, let us show you how our photography and imaging can drive your marketing campaign!
Content and editorial Marketing in a nutshell
A good image, artfully arranged, will create an emotional response in your customers. Whether you deliver that image on Instagram, Facebook or by digital media and print advertising, it is the accumulative recognition of that image that determines the overall success in building brand awareness. Our job at Vizuluxe is to produce powerful images that translate consistently in each media channel!
60% of the content that is seen by your consumers should be “in-context”; the visible imagery of the project and product. But 40% of the content should be designed to evoke an emotional response from the viewer; helping them connect to the 60% “in-context” content.
Let’s use the image at the top of the page. A fishing marina is the “in-context” content but the two girls off to one side draw your eye. This secondary image evokes childhood and friendship. As the two girls compare their seashells, their youth and innocence melds with the main image of sturdy and dependable seaworthy boats that provide a livelihood for the seafaring community. A sense of generational continuity is reflected by combining the two images, pulling the viewer into the scene, connecting them with the complete image.