Creating your own visual content can require a significant investment in time and money. Add on the challenges presented by collaborating creatively with a distributed team, and content generation becomes even more complicated.
Stock images and video can bridge the gap. Some people criticize brands that use stock content for marketing as unoriginal, but you might be surprised at the depth and breadth of the kinds of pieces you can find. Brands can even work with companies like Getty Images to create just the right content for their needs.
I invited Gene Foca, chief marketing officer at Getty Images and iStock (Getty’s content site specifically tailored for SMBs), to talk about why video content is important, how stock content has become more inclusive and representative, and what consumers are looking for in visual content right now. (For example, 80% of consumers want brands to show people with all body shapes and types.)
Gene also offers insight into how companies can use visual content providers to create content that's in line with their brand image and personality.
We recorded this show live in our MarketingProfs PRO Facebook group. If you're a PRO member, join us there for livestream videos and other exclusive content!
Listen to the entire show now from the link above, or download the mp3 and listen at your convenience. Of course, you can also subscribe to the Marketing Smarts podcast in iTunes or via RSS and never miss an episode.
|Support for this Marketing Smarts podcast episode comes from Leap Advisory by Demand Spring. Our advisors are all experienced marketing executives who have walked in your shoes and can help with any marketing challenge. They listen first, and offer advice you can act on today. Meet our advisors at demandspring.com/leap.||Widen helps brands deliver content with confidence. Their cloud-based DAM and PIM software, the Widen Collective, empowers marketers to bring content together, send it anywhere, and automate in-between. Visit Widen to see why they're trusted by hundreds of world-class brands, like Crayola, Trek, and Renewal by Andersen.|
"Marketing Smarts" theme music composed by Juanito Pascual of Signature Tones.
Published on May 6, 2021
Gene Foca, chief marketing officer at Getty Images and iStock.Gene joined Getty Images in early 2017 from Fresh Direct, where he was responsible for the grocer’s customer marketing. Prior to that, Foca was based in Jersey City as senior director of marketing at Amazon where he operated as the subsidiary Quidsi’s chief marketing professional, overseeing the building out of new forecasting and segmentation models and helping to lead Quidsi to its most profitable year ever. Gene also headed up business development and marketing for the Kindle North American Newsstand at Amazon in Seattle.
You may like these other MarketingProfs resources related to Content.
A case study can be an effective storytelling tool to use in B2B content marketing. Learn why, as well as how to craft one, in this article.
Audio of all types, from podcasts to voice search, is a powerful form of content marketing. If you're not doing it yet, here's how to get started.
Quality is a nebulous concept that can be difficult to define. Not for Google: high-quality content for better search rank depends on specific factors that can be optimized. Here's how to do so for five of them.
Webinars are more prevalent than ever, and that won't change any time soon. To reduce hiccups and improve the experience for attendees, follow these eight tips.
Standing for something is good for business these days. But how do you go beyond merely sharing company values to crafting real thought leadership? Start with a POV blog post.
We've all heard that prospects consume at least 13 pieces of content before making a decision. But does that have to be true anymore? This article discusses why that should change.