Tag Archives: Getty Images

Content Marketing Picture with Getty Images

The most widely spoken language in the world isn’t Mandarin – it’s pictures! These and other truths will come out today when Micha Schwing (Getty), Chris Collacott (Deloitte), Lucy Sutton (King Content) and I talk ‘content marketing’ with particular focus on images. Micha Schwing is Global Director for Content Strategy at Getty Images. She explores the evolving meaning of imagery in advertising and marketing, identifying how consumers and brands engage in the wider visual culture.

Here is a link to today’s event at the Museum of Contemporary Art Sydney:
http://mumbrella.com.au/content-marketing-picture

contentmarketingpicture

As a contributor to Getty Rise and editor of Adverblog I have my fair share of editorial experience. Including Facebook pages with a six-figure audience – what works, what doesn’t, how to combine copy and images. And ever since content production became more prominent in the marketing mix, I have helped brands like WeightWatchers, Bonds, Nescafe and XXXX Gold do the same and initiate their own programs.

Standing out visually has always been a creative cornerstone of my projects. Most recently we at Reactive initiated a world first collaboration of WeightWatchers and Getty Images: using Getty’s API Connect allowed Australians to tell their very individual success stories, choosing from millions of the world’s most popular photos.

Quick Update:

Mumbrella content marketing picture panel

Tim Burrowes (Mumbrella), Tim Buesing (Reactive), Chris Collacott (Deloitte Digital), Lucy Sutton (King Content), Micha Schwing (Getty Images)

Mumbrella has written a little summary of our different view points here.

I thoroughly enjoyed partaking in this Mumbrella ‘Content Marketing Picture’ panel and was able to learn quite a lot from debating with Micha Schwing, Tim Burrowes, Chris Collacott and Lucy Sutton. The points we covered ranged from:

  • can brands actually be authentic? It seems sometimes easier to answer in B2B marketing where it is a lot about people, projects and case studies
  • what’s the best governance and how does the organisation need to plan ahead before launching into content production and publication? what structure, resources and process need to be in place?
  • what’s a reasonable and sustainable strategy, what are the aims?
    what amplification and automation opportunities are there? Marketing automation isn’t automated marketing.
  • how can ROI be measured? It doesn’t have to be monetary, it can also be employee retention or innovation projects.
  • are marketers more open to a true portrayal of modern Australia, e.g. in regards to ethnicity, lifestyles, morality,…

We covered a lot of ground and I want to thank Getty and Mumbrella for inviting me as well as my co-panelists for their thoughts.

Getty RISE, cultural trends in images

Cultural trends never stop evolving. So a brand like Getty Images needs to stay on top of them. After all, most of us need fresh images, illustrations or videos to bring ideas to life. RISE is produced by Getty’s internal team plus members of global creative networks “Creative Social” (including myself) and “She Says” and displays quick visuals that fuel you with information that matters.

Use the RISE website for inspiration and sign up to the monthly Top 10 for quick, relevant nuggets. The site is updated daily by creative heavyweights like Dave Bedwood (Lean Mean Fighting Machine), Fernanda Romana (Naked), Chris Clarke (LBi), Flo Heiss (Dare) Alessandra Lariu, Masashi (PARTY), Pam Grossman, Lars Bastholm and Nathan Cooper (Rubbishcorp). See the full list here. Two of my posts are up right now, one on Vine, one on the trend to curate rather than buy and own. A third on the all-seeing Drones is to follow soon. Tap into RISE and you can always be the genius in the room.