WELCOME TO YOUR ESSENTIAL WEEKLY CONTENT MARKETING UPDATE.
CONTENT MARKETING CAMPAIGN
SHUTTERSTOCK: USING THEIR CONTENT TO PROMOTE THEIR IMAGE LIBRARY
Shutterstock, the “Royalty free stock images, photos, videos, and more” people have dipped into their vast image library to create a marketing campaign of their own, to help fix the problem that was arguably of their own creation. Stock image libraries have a bad reputation for many things, lack of diversity, lack of reality and so so many awkward office-based high five assets that only get used in irony.
In order to stand out from their competitors, they have created their first marketing campaign in six years to show users that ‘It’s not stock, it’s Shutterstock’. With a range of eye-catching assets and inter-changeable copy that still uses the ‘-stock’ stem, this campaign goes above the line, in print and on social to inspire creatives to tell their story better.
As Shutterstock’s Graeme Allister, Mannaging Copywriter, would have it: “Take another look at our leading library of stock assets, with over 200 million images, video clips, and music tracks. You’ll discover content that’s dramatic, fun, and unexpected. You’ll see it’s not just an image, or a clip, or a piece of music — it’s a feeling, a sensation, a source of inspiration.”
Shutterstock are already doing more to battle their diversity in stock issue and are at the forefront of connecting users with increasingly powerful phone cameras to capture more imagery as it happens. It would be good to see Shutterstock do more story-telling in their marketing themselves.
Every photographer can tell you about the moment they captured that one shot, Shutterstock would do well to amplify those stories to help make an image land with a wider audience and inspire photographers to shoot better, inspire creatives to image better. Ultimately, for quality to rule over quantity from an organisation that sits on a wealth of content.
Agency: DiMassimo Goldstein
CONTENT MARKETING ARTICLES
From WhatsApp to Alexa : why the ad-free era is over - The Guardian
If you build it (and ‘it’ is a wave of voice activated devices that bring vocal-activated utility into the home), then they, (where ‘they’ is adverts), will come. This article in The Guardian is an exploration into the, as yet, relatively, untouched advertising landscape of voice-led search and home-based devices.
Many people are citing the research by Fast Company that suggests 50% of all search engine activity will be voice activated by 2020. I think there is a huge caveat around transactional and quick win task queries gaining traction but long-tail search around where to go on holiday or your next property purchase, not yet and not 2020. I digress.
Read up on how home devices, WhatsApp and more are all going to receive an injection of advertising wherever possible, some might even be personalised, clever and creative and some of it will be dumb and obtrusive.
“Batten down the hatches and prepare yourself for the advertising onslaught.”
Why McDonald’s doesn’t fight social media wars - PR Week
In a relatively candid interview, McDonald’s Jano Cabrera, SVP, U.S. comms, global media and PR has shared with PR Week the reason behind their strategic refusal to get involved in social media tit-for-tat with their rivals. Firstly, as well you might imagine, they don’t need to. They are the market leader. But also, because it doesn’t make a difference to their overall comms strategy, their business goals and their bottom line.
"The nature of leadership brands is you get to a point where you understand real ROI is being mindful of and responsive to competition," he said. "But you don’t stay a leadership brand by simply responding to competition. You do it by continuing to innovate and staying customer-focused."
Fyre Festival - Netflix
Just watch it. It’s compelling. It’s probably going to happen again. The influencer industry is a farce. The story is a bunch of memes stitched together to tell one true crime comedy.
“Any time there would be anything that was ‘distasteful,’ or calling Fyre out on anything, it was always a matter of, go to that source and eliminate it. [We were] instantly flagging words like lineup, performers, details, info, flights, fraud, stupid, scam, festival even. ‘Festival’ was blocked — it got that bad.”
Did your Blue Monday social media campaign matter to your customer relationship? - DMA
The origins of Blue Monday may well be a debunked theory and a PR industry creation - nonetheless, if done well, it is a conversation starter and an opportunity for brands to connect, engage and maybe even reinforce a customer relationship around the topic and its various extrapolations. It is also a time for brands to miss the point of campaigns and even the basics of marketing and customer relationships completely.
“If marketing is going to make something up then make it worthwhile. Or charming in some way.“
CONTENT MARKETING TOOL
CONTENT MARKETING EVENT
MELTWATER SOCIAL SUMMIT, LONDON - 13 March 2019
”An eventful day full of discovery on how to unlock the power of social”
What was once the Sysomos Summit is now, through acquisition and consolidation of social listening platforms, the Meltwater Social Summit.
For those looking to turn social data insights into actions and creative opportunities, this event will tick your box.
Tickets are FREE, register your interest now: https://sysomos.com/summit-london-2019/