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  • Writer's pictureBrad Johnson

Using Photography, Video & Audio in your Marketing

With the tools available today almost anyone with a digital device can take extraordinary photographs, shoot and edit video, and even create their own podcast. There’s something special about using your own images, videos and sound in your content creation. Even though stock photos and videos tend to be attractive, they lack the personal touch and seem a tad sterile and I encourage my students and clients to give it a try.

I took up photography back in the 1980’s shooting with a Minolta single lens reflex (SLR) 35mm film camera while living in Alaska. For the longest time I shot using the auto feature, where the camera did the heavy lifting and I simply pointed and shot. The cost of film made you slow down, compose and think more about the image you were about to snap than when the digital age made the cost to shoot much more affordable. Later on I remember using that same old camera during a college photography class, taking photos, processing them in the darkroom, and feeling mighty proud of myself. My photography skills stagnated during the film days, still relying on the trusted “auto” setting and still pointing and shooting.

During the early days of digital advances I picked up a nice portable digital single lens reflex (DSLR) camera that I took with me into the wilderness when I was a PhD student doing field research. Still I relied on the “auto” setting which produced lovely images. Later on, I upgraded my camera and began an online magazine for the wine industry and took my photography to the next level by taking it off “auto” into manual settings. My fascination and interest in photography was reinvigorated and my thirst to understand the complexities of photography really took off. Over the coming years I continued to grow my knowledge and shooting experience leading me to start a small photography business. My photography skills were honed as I grew my marketing consulting business, helping clients grow their business aided by my enhanced skills.

While consulting for a small local hospital I connected with a video production company who was filming a series of television commercials for them that introduced me to this new world. I oversaw the production, revised the script a little, and was on hand during the filming. Later on I took over the script writing for the next commercial and we filmed it together. The television commercials were fun, garnered a lot of positive attention, and I was hooked. Not long afterwards me and the film company folks collaborated on a documentary film, called: Wine Diamonds: Uncorking America’s Heartland. As a wine industry insider I had the knowledge and connections and over the course of almost two years we filmed, edited and finally finished, then we began hitting the film festival circuit. The film won a bunch of awards, met a lot of great people, and the film is now available for free on YouTube. Check it out!

Later on, after moving to the Seattle area, I decided to launch a wine industry podcast, called The Theory of Wine. Since I had acquired a good deal of knowledge and experience of video and audio production during the filming of the documentary and a series of television commercials and small narrative pieces, I applied that knowledge to this new project where I was to interview winemakers and wine industry folks. It was a blast and quickly grew. Today, I co-host the Blue Earth Medicine Podcast with my wife, Dr. Jill Johnson, ND where we talk about topics related to natural medicine.

Using photography, video & audio in your marketing can make a world of difference to your marketing to your business. In today's digital age, visual media, such as photography and video, has become essential to any successful marketing strategy. Visual content is highly engaging, easily shareable, and has the potential to reach your target audience. By incorporating high-quality images and videos into your marketing campaigns, you can effectively convey your brand's message, showcase your products or services, and capture the attention of potential customers.

Photography and video are powerful tools for creating a solid emotional connection with your target audience. By using these mediums to showcase your brand's personality and values, you can establish a more human relationship with your customers, which can help to build trust and foster loyalty. Moreover, engaging digital video content increases the likelihood of being shared on social media platforms, increasing your brand's exposure and reaching a wider audience.

Finally, establishing a podcast is another effective way to enhance your business's marketing efforts. Podcasts are a growing medium that allows businesses to connect with their audience more personally. By creating high-quality, informative, and engaging content, you can position yourself as an industry thought leader and build a loyal following of listeners. Podcasts also provide a unique opportunity to showcase your brand's personality and values, which can help to differentiate you from your competitors and create a stronger emotional connection with your audience. Additionally, podcasts are highly shareable and can help to increase your brand's visibility and reach. Incorporating photography, video, and podcasts into your marketing strategy can enhance your brand's visibility, engagement, and connection with your audience.

Not sure where to begin? I'd be happy to be your coach and guide you through all the complexities of building a strong digital presence, allowing your business to stand out.


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