DEVELOPING A VISUAL STORYTELLING ROAD MAP: FROM STRATEGY TO IMPLEMENTATION 147 deal of work into aligning your content with business goals and objec- tives, so your goal as a visual storyteller then becomes that of extending the life of the conversation and engagement for as long as it is relevant. During these conversations, continue to wear your visual storytelling hat, and look for additional themes, ideas, or questions that will trigger more content ideas. It’s also a good idea to actively look at the content your fans are sharing each day. Liking and commenting on visual content cre- ated by your fans—both positive and negative—can help to deepen your relationship with your consumers. It shows them that you’re present and engaged yourself and that you care about the role your company, product, or service plays in their lives. Crafting and Sourcing Stunning Visuals In order to develop a cohesive visual marketing strategy, companies should be thinking like digital curators. When crafting visuals, the key is to personalize content across platforms, while keeping the tone and branding consistent. Regardless of budget or headcount, there are count- less opportunities with visuals for driving creativity. In this section, we will share our top tips for developing different types of visuals, plus we’ll give you some tools, apps, and other resources to help you along the way. Traditional Images In many ways, photography is like a blank canvas. Any moment can turn into a photo opportunity, with the beauty in the eye of the photographer. The concept of a well-composed photo is nothing new to companies— it’s something they’ve been sourcing for their websites, advertisements, retail locations, and the news media for a long time. What’s new, though, is the concept of social media–friendly images that drive an immediate response. For those looking to truly push the limits and take their imag- ery to the next level, check out our tips for taking stunning photos.