You Have No Idea Who Will Use Your Content

I ended up as an inadvertent expert on ketchup and cats

Thomas Smith


Photo by The Climate Reality Project on Unsplash

As a content creator, you can sometimes predict which pieces of content (articles, photos, videos, etc.) will do well before you even hit the Publish button. But in many cases, you have no idea.

As a journalist and photographer, I’ve had all manner of random topics suddenly blow up, or attract interest in unexpected ways. Case in point? I’ve recently become the go-to photographer for media interested in documenting America’s ongoing ketchup shortage.

During the pandemic, ketchup maker Heinz is apparently having trouble meeting demand. There has been a fair amount of news coverage about this. Much of that coverage has used photos that I took.

Here’s one in WBUR:

Fox News: