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.
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|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.|
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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.
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