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:
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.
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.