For business progress, companies must communicate with their clients in order to know what their needs are and how they function in everyday life so they can improve their product or service and increase sales. In order to maintain the interest of their audience and provide them with the best possible experience, they need to create quality content that is available on multiple types of media. But it is not enough to use the same content from traditional media in digital ones. It is necessary to create content that is intended specifically for the digital medium, with all the possibilities it offers. The goal of this paper is to explain what digital-first strategy is in marketing and how the Internet has changed the way people create and consume content. It shows what the role of photography is in such a strategy and how it had to adapt to new media. It describes the development of mobile phones - a versatile tool without which life is hard to imagine. It explains new technologies and how they are used to create photos and other content. At the end of the paper, the roles of popular social networks are explained and the author's advertising photos are shown, which explain the process of creating content for digital media.