TEXT, PHOTO OR VIDEO:�WHAT TO USE WHEN?

TEXT

• To persuade.

• To explain in detail.

• Bonus: Google loves text.

PHOT

O •  To illustrate.

•  To show instead of tell.

• To provide color, shape, texture or environment.

VID

EO

• Demonstrate a series of steps.

• Put a product into action.

• Bonus: Audio can provide ambient sound or add narration.

The content journalist must master a range of media. Each has its strengths.

Rusty Cawley, APR / ContentJournalist.com