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            The  challenge  for  brands  is  to  keep  up  with  the
            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            Linear production models are out of date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
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