Basic Content Marketing for Product Photographers

A commercial product photographer asked how to figure out what small companies would want to know before hiring a commercial product photographer?

Think of it this way: Are you the first person who ever had this question? Faced this challenge?

Of course, you can check Google Keyword Planner to see what searches are common.

But also look at the sites of product photographers in your niche. You are looking for the ones doing content marketing, not just photos or articles about how they did a shoot.

We are talking about customer-oriented content where they will take customer questions and answer them on their blog, in special reports, in FAQs, etc.

Here is a consumer example:
http://www.tabletopstudio.com/TTS_FAQ.html

Here is a commercial example:
http://www.photoboost.com/FAQ1.htm

Keep this in mind: My quick investigation of this industry shows few photographers have websites designed to generate traffic.

Yes, you need killer photos. But to get them to the site to see those photos, figure out the questions they have most, create a blog onsite that answers those questions (one question per blog post), and you can dominate your market niche in a very short time.

Not just a FAQ. Create a blog with robust information, advice, answers, tips, and tutorials. Look at what these guys are doing — it is not a product photographer, but a good example of a site built on answering questions:
http://digital-photography-school.com/

If you look at the content on most photographer sites, it’s all about ME the photographer, not YOU the client.

Turn that around, drive traffic, increase sales and profits, and win.