The document discusses applying content strategy principles to photos online. It suggests considering photos as "content" and strategizing what types of photos are needed, what messages they should communicate, and how they will be organized, created, and maintained over time. This could help ensure photos are more effective and meet business goals and user needs. The document provides examples of how to map user journeys, create shot lists and style guides, conduct photo shoots, and measure the impact of photos against key performance indicators.