creating context for your content

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for yourContent

CreateContextIntroductory remarks for Photoshelter’s Austin PhotoSeminar “Thriving in Uncertain Photographic Times”

Austin, TXMarch 13, 2010

Photoshelter event details: http://bit.ly/PSaustin

taylordavidson.com | narratively.com | NOLAlicious.com | @tdavidsonCopyright 2007 TAYLOR DAVIDSON

taylordavidson.com | narratively.com | NOLAlicious.com | @tdavidsonCopyright 2008-2009 TAYLOR DAVIDSON

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If an image isn’t anygood, take 20 more andcall it a series.- Anonymous

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“I always thought goodphotos were like good jokes.If you have to explain it, itjust isn’t that good.”– Anonymous

http://bit.ly/photojoke

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The power of stories…

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That’s not new.

What *is* new today is the way wecreate, share, experience,distribute, promote, buy and sellthe stories behind images.

taylordavidson.com | narratively.com | NOLAlicious.com | @tdavidson

Less experienced photographerscan improve their images bytelling stories.

Experienced photographers canimprove their business bycreating stories using theirimages.

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Stories that resonate and createconversations, shared experiencesand connections based on solidwork also help create businessopportunities.

taylordavidson.com | narratively.com | NOLAlicious.com | @tdavidson

Why?The economics of content and contexthave changed and shifted the balance ofpower and opportunity from creators ofcontent to creators of context.

Thus, the biggest creative and businessopportunities for photographers is not theimage, but everything around the image.

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What’s context?

What’s content?

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taylordavidson.com | narratively.com | NOLAlicious.com | @tdavidsonhttp://blog.reemer.com/

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Recap: How?Combine online and offline

Create “Content Moments” and Shareable Experiences(and share them!)

Embed narrative into the content

Be a hub (i.e. create and connect a community)

Instead of selling just the image, sell everything around theimage. (i.e., sell the experience, the meaning, theconnections)

Credit to Tom Martin (@TomMartin) forcreating the phrase “content moments”.

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Remember: Context can’t becopied blindly.

The story, experience and contenthas to be tailored to the event,community, and purpose.

taylordavidson.com | narratively.com | NOLAlicious.com | @tdavidson

I often hear…

“But I only want to take photos!”

1. It’s never worked that way.

2. Good luck.

Credit to Umair Haque (@umairh) for histhinking and writing that helped me frameup and apply the concept of content andcontext for photography.