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RESEARCH, ANALYSIS & TRENDS
Who is well versed in the art of qualified
content creation - consistently?
Content, enriched with images, is twice as likely passed Of course, since all participants are specialists in their
on and shared than those without photos and gets respective field, they can provide input and be a good
much more attention than pure text, dozens of studies resource to kick-start the creative process: For exam-
confirm. The word is out now that photography is an
essential part of content marketing and good design is ple, one team player provides the strategy, the next
needed to establish long-term commitment. writes the story and the following one implements visu-
al storytelling, bringing it all into perfect shape. This
The more astonishing is that the creatives are often means, a workflow must be created to coordinate the
only brought to the table when everything else is al- different disciplines and integrates them at the same
ready fixed. Even though we know that there is a signifi- time into the decision making. A simple accumulation
cant difference between purchased images from stock and placing of content of all shades, just to mix them at
photo agencies and custom-designed pictures for the the end, is no stringent line and therefore ineffective.
brand image, which has to be recognizable with an indi-
vidual visual language that distinguishes the brand from A good story should easily be visually implemented
the competition, instead of fitting ubiquitously. The audi- when all work together, which is often more a matter of
ence gets confused by piecemeal imagery and rather budget than possibilities. Not a chronological, but a
needs a stringent design to provide a continuous at- parallel developing workflow is required, as many deci-
mosphere of intimacy. sion progresses en route to the final product can al-
ready be optimized by a common start-up phase.
If text and picture language are not in line, you give
away even more valuable potential for brand manage- The appreciation of colleagues and their expertise is
ment, and making sure that a continuous visual line is in essential: No graphic designer will edit the work of the
place is the job of the creative directors. Just as the copywriter and no copywriter specifies proportions of
graphics quite naturally define the CI, the photos must the design; or no photographer will meddle with control-
consistently fit their concept. ling and no controller define mood lighting. It would be
absurd to pay a specialist, just to ignore his/her exper-
tise and experience then, right?
10 Asian eMarketing - May 2016: The impact of Social Media & Storytelling, Native & Contextual Advertising, on Content Marketing
10
Who is well versed in the art of qualified
content creation - consistently?
Content, enriched with images, is twice as likely passed Of course, since all participants are specialists in their
on and shared than those without photos and gets respective field, they can provide input and be a good
much more attention than pure text, dozens of studies resource to kick-start the creative process: For exam-
confirm. The word is out now that photography is an
essential part of content marketing and good design is ple, one team player provides the strategy, the next
needed to establish long-term commitment. writes the story and the following one implements visu-
al storytelling, bringing it all into perfect shape. This
The more astonishing is that the creatives are often means, a workflow must be created to coordinate the
only brought to the table when everything else is al- different disciplines and integrates them at the same
ready fixed. Even though we know that there is a signifi- time into the decision making. A simple accumulation
cant difference between purchased images from stock and placing of content of all shades, just to mix them at
photo agencies and custom-designed pictures for the the end, is no stringent line and therefore ineffective.
brand image, which has to be recognizable with an indi-
vidual visual language that distinguishes the brand from A good story should easily be visually implemented
the competition, instead of fitting ubiquitously. The audi- when all work together, which is often more a matter of
ence gets confused by piecemeal imagery and rather budget than possibilities. Not a chronological, but a
needs a stringent design to provide a continuous at- parallel developing workflow is required, as many deci-
mosphere of intimacy. sion progresses en route to the final product can al-
ready be optimized by a common start-up phase.
If text and picture language are not in line, you give
away even more valuable potential for brand manage- The appreciation of colleagues and their expertise is
ment, and making sure that a continuous visual line is in essential: No graphic designer will edit the work of the
place is the job of the creative directors. Just as the copywriter and no copywriter specifies proportions of
graphics quite naturally define the CI, the photos must the design; or no photographer will meddle with control-
consistently fit their concept. ling and no controller define mood lighting. It would be
absurd to pay a specialist, just to ignore his/her exper-
tise and experience then, right?
10 Asian eMarketing - May 2016: The impact of Social Media & Storytelling, Native & Contextual Advertising, on Content Marketing
10
