Page 6 - AeM_March_2020

RESEARCH
ANALYSIS
The challenge for brands is to keep up with the
TRENDS
ever-increasing need for content without
compromising on quality, authenticity and
relevance. After all, with marketing budgets
remaining the same, more and more content must
be created in an ever-shorter amount of time.

Linear production models are out of date

Therefore, traditional production models, that
allow brands to create a handful of large
campaigns in a year, no longer work today. An
advertising campaign is unable to keep the target
group's attention long-term and individual ads are
also not an effective tactic in the digital marketing Among the 750,000 Shutterstock producers, there
mix. are suitable providers all over the world who will
carry out the briefing accordingly within a short
When creating visual content for a constantly time. Customers then simply use the platform to
growing number of customer contact points,
marketing managers must also keep an eye on select their assets, such as photos, video clips,
GIFs or cinematographs, and edit them further as
diversity and scope, as well as the posting required.
frequency. In addition, brands generally have
several social platforms - often in different This type of content production is particularly
languages and regions - that they must interesting for international campaigns and those
continuously fill with appealing, brand-linked that require a local focus. Due to the global
content in order to stay at the top of their presence of Shutterstock providers, worldwide
customers and stand out from the competition. shootings do not mean an explosion in costs. To
create a global brand campaign, teams often must
The amount of content demanded by consumers
requires more resources, more time and more be sent around the world to produce the content
defined in the campaign briefing. The cost of
budget. With the increased demand for content,
the linear production process takes too long and is flights and accommodation alone meant that a
substantial part of the budget was spent before
too expensive on top. Briefing a production filming began.
agency traditionally often took several weeks: with
the amount of different content required today, this Working with international photographers,
is no longer possible. The production of content videographers and creatives helps cut costs and
needs a transformation to meet today's brand reduces the time it takes to create content.
appearances in terms of budget and authenticity. because they are already on site and can quickly
complete the job. Even global campaigns can be
The new way of content production easily adapted to different local peculiarities by
producing special content for different sales
More and more brands are looking for ways to get markets.
high-quality, creative content in various formats
from a single source. Platforms like Shutterstock By automating the content production process,
Custom, for instance, offer companies and marketing managers can quickly generate locally
agencies an infrastructure for easy content relevant and authentic content for a wide variety of
creation. Visual content that is authentic, channels and offer their target groups real brand
inexpensive and scalable is created efficiently for experiences. (Source: Shutterstock) ◊
different channels. The corresponding brand
guidelines and briefing are created within an By MediaBUZZ
intuitive dashboard.

March 2020: Content Marketing: authenticity, transparency & quality instead of keyword battle 6