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英文の日本語訳になります。

大変長文になりますが、よろしくお願いいたします。 In the past several years , images have become increasingly popular marketing and public relations assets. The change is so significant that I’m including this new chapter in the fourth edition of the book to highlight some of the ways that you can use them. In particular, we’ll look at storytelling through photographs, image - sharing applications ( Instagram and Pinterest in particular ) , and delivering complex data clearly with infographics. As with other forms of content, success in this area comes from considering your buyers and creating the images that will be valuable to them as they consider doing business with your organization. Photographs as compelling Content Marketing With all the talk about image - sharing services like Pinterest and Instagram , sometimes a basic premise of communication practice is lost. Images are important in all your marketing content. Don't get so excited about the latest tool that you forget about the value of the image itself. An original photo is great as a way to communicate with your buyers. For example , consider Zursun Idaho Heirloom Beans. The company was the first to offer authentic heirloom beans and unusual legumes to customers worldwide via specialty stores. Dozens of bean , lentil , and pea varieties are available , with colorful names like Dapple Grey , Scarlet Runner , White Emergo, and Tongues of Fire. " The glorious true-to-size pictures , carefully taken in natural light , have done more to promote the beans than any words possibly could , " says Allison Boomer , the founder of Eco - conscious Food Marketing. Boomer worked with zursun on site design and content. It seems so simple , doesn't it ? Photos help to tell a story , particularly for a product that comes in unusual shapes and colors . Yet so many marketers rely on boring stock photos that make their organization appear lazy and uncaring and that hide the uniqueness of their products . You can read about the beans on the site. " Zursun heirloom beans are grown on small-scale farms in the Snake River Canyon region of south central Idaho known as the Magic Valley Growing Area . The area 's arid climate , rich , well- drained loamy soil , moderate temperatures and stable moisture level - internationally recognized as having ideal environmental conditions for bean growing - produce pure , distinctly flavorful beans , superior to common store - bought beans . " Sounds yummy , right ? Sure , the text Boomer wrote is compelling. But the beautiful photos seal the deal and get buyers to place an order. '' I was careful about writing the content , " she says. " However , it turns out the photos resonated so much more with customers than the text. I didn't anticipate this going into designing the site , so I was lucky . Zursun has reached an awesome tipping point , for which I give much credit to the website and those glorious bean photos.Sales in the last year have doubled. Responding to the many inbound queries through the website has become a daily task for me.” As you’re creating the content for your site and blog , learn from the success of Zursun Idaho Heirloom Beans : Shoot original photographs to tell your story to your buyers . Even organizations without photogenic product offerings can use images. As we will see next , even sellers of commodities and intangible services can still get into the photo game with Instagram and other new photo networking services.

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原文の社名や豆の名前などは基本英文もしくはカタカタ変更にとどめました。 ------------ 過去何年もの間、イメージ活用は飛躍的に当然の手法としてマーケティング及び広報領域で活用されてきました。この変化は非常に重要なものであり、私の著書の第4版で新しい章として書き加えることで、読者の皆さんがいかに活用するべきかの方法論を強調しています。特に、写真、イメージーシェアアプリケーション(インスタグラムやピンタレスト等)を通してストーリー展開していくこと、さらに、インフォグラフィックスを活用して複雑なデータを明確に伝えることに着目しています。その他の内容では、この領域での成功は、購入者のことをよく考えること、さらには、皆さんとビジネスを行うことを検討している潜在顧客に対して意味あるイメージ作りにあるのです。 コンテンツマーケティングを強力に進める写真 イメージあるいはピンタレストやインスタグラムのようなシェアリングサービスに関する話題では、コミュニケーションを行う上での基本的な前提を失いがちになります。イメージは全てのマーケティングコンテツにおいて重要なものです。最新のツールに興奮するが余り、イメージ本来の重要性を見失わないようにしなければなりません。 購入者とのコミュニケーション手法としてオリジナル(自ら撮影した)の写真は非常に重要です。 例えば、Zursun Idaho Heirloom Beans社の事例を見てみましょう。この会社は、初めて本物のヘアルーム・ビーンズや珍しい豆に特化したストアを通して全世界の顧客にサービス提供している会社です。各種豆、例えば、レンティル豆、各種のエンドウ豆が、ダップル・グレー(まだら灰色)、スカーレット(緋色)・ランナー、ホワイト(白色)・エマーゴ、タング・オブ・ファイヤー(炎の舌)のような色鮮やかな名前で提供されています。「自然光の下で注意深く撮影された美しい実物大の写真は、どのような言葉を用いるよりも豆の販売促進につながるものになっています。」と、Eco - conscious Food Marketing社の創設者であるアリソン・ブーマーは語っています。ブーマーはZursun社のオンサイトでのデザイン、コンテンツ作りを実際に行っているのです。 とてもシンプルなことではありませんか?写真は、特に、普通には伝えづらい形や色を持つ製品に対してストーリーを伝えることに役立っているのです。しかしながら、未だ多くのマーケッターは、彼らの組織・会社を退屈で意識の低いものと見せてしまい、また、製品の持つユニーク性を隠してしまうような退屈極まりない写真に頼ってしまっているのです。 Zursun社のサイトで豆について読んでみましょう。「Zursunヘアルーム豆は、マジック・バレー・グローイング・エリアと呼ばれるアイダホ南中部地域のスネーク・リバー・キャニオンの小規模農家で栽培されています。この地域の乾燥した気候、豊かで水はけの良いローム質の土壌、温暖な気温と安定した湿気は、国際的に豆の栽培にとって理想的な環境であると認識されており、本物の、味わい深い豆を栽培でき、一般の店舗で買われる豆に比べて遥かに優れたものとしています。」美味しそうに聞こえませんか?そうですよね?ブーマーによるこのテキスト文は、ユーザに強く語りかけるものとなっています。しかし、美しい写真があってこそ、契約書に印が押されバイヤーからの発注につながるのです。 「テキスト文を書くときは大きな注意を払っています。しかし、テキスト文よりも写真の方がはるかにお客様に響くんです。サイトの設計を行う前はこのことを予想していませんでした。ラッキーだったと思います。Zursun社の事例では、ウェブサイトとサイト上の素晴らしい豆の写真を信頼したことで、見事転換点を超えられました。昨年の売上は場倍増できました。ウェブサイトを通して多数の外部からのお問い合わせに対応することが日々の重要な業務になっています。」とブーマーは語る。 皆さんのサイトやブログでコンテンツを作成する際、Zursun Idaho Heirloom Beans社の事例、オリジナルの写真を撮って、購入者に対してストーリーを伝えることを良い学びにしてください。写真向きでない製品の場合でも、イメージを活用することができるのです。一般消費財や無形のサービスを販売する場合でも、インスタグラムやその他のフォト・ネットワーク・サービスを使ってフォト活用ができるということを次に説明します。

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