The Ask
It was time to start writing Infomedia’s monthly blog, which meant it was also time to meet with other departments to brainstorm a blog topic that could serve the overall business goals and establish thought leadership.
Each team brought a different perspective:
- sales knew what questions prospects were asking,
- marketing had insights into campaign goals and priorities, and
- creative knew that the media team needed to fill their shoot calendar.
Together, we identified a need for content that would support the sales funnel while building trust with potential clients ahead of purchasing a photography shoot.
The Result
The blog, “Everything You Need to Know About Website Photography,” became one of Infomedia’s best-performing pieces of content. It didn’t just drive traffic, it added value across the entire client journey.
We repurposed it as evergreen content in the client training center, and both sales and media teams began using it as a trust-building touchpoint during the sales process. What started as a blog became a go-to resource that supported conversions, set expectations, and helped clients feel more confident about purchasing website photography.
Why It Worked
Collaboration Is Key
I don’t pretend to know every corner of the business, and that’s exactly why I started with conversations. I met with sales and creative to understand the current business priorities and pain points. Then I sat down with the media team, who are on the front lines with clients. They knew exactly what clients were asking, what they were confused about, and what tips could make or break a successful shoot. That thought leadership made all the difference.
Strategy First, Always
A blog without strategy is like kayaking with a spoon — you’ll move, but you won’t get far.
I started with keyword research in SurferSEO and Answer the Public. The keyword density (KD%) for the term “website photography” was too competitive, but digging into long-tail queries revealed what people were really searching for:
- How many photos do I need?
- What do I wear?
- Can I use stock images?
By structuring the blog around actual client questions, I created a content asset that was genuinely useful — and that just happened to perform well in search, too.
Write to Be Read
This wasn’t content for content’s sake. It was designed to be referenced again and again. Clients could read it before a shoot. Sales reps could send it in follow-up emails. The media team even pulled sections to use as talking points during consultations.
It bridged the gap between marketing and client experience. And because it answered real questions clearly, it helped reduce friction in the sales process and set everyone up for a smoother, more successful shoot.
Thought Leadership Is Important
By publishing a clear, comprehensive, and genuinely helpful guide, we showed that we understood the full photography process, from planning to execution. That kind of transparency builds trust.
Clients felt more confident booking shoots with us because we had already proven we knew what we were talking about. It became a cornerstone piece of thought leadership that strengthened Infomedia’s brand reputation and supported bottom-line results.
Lessons Learned
Ranking Isn’t Everything
Would it have been nice to rank for “website photography”? Of course. But what mattered just as much was creating something that both internal teams and potential clients actually used.
This project reminded me that content strategy goes beyond keywords. It starts with collaboration, is driven by audience insight, and ends with value that lasts far beyond the publish date.
