for multiple columns use
INSERT INTO tablename (column_name1,columnname2,imagecolumn)
SELECT value1,value2,
(SELECT * FROM OPENROWSET(BULK N'Image Path Here', SINGLE_BLOB)as u)
for latter use just an update like
UPDATE t
SET t.ImageCol= (SELECT * FROM OPENROWSET(BULK N'ImagePathHere', SINGLE_BLOB)as u)
FROM Table
WHERE...
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SQL Server MVP
http://visakhm.blogspot.com/