Don't make these mistakes in your visual content marketing strategy

You probably know by now that “content is king”, that all companies should be blogging, and that in today’s market, content is vital in driving customers to your brand. But whilst most people automatically focus on communicating via words, written content will almost always be better when accompanied by some vibrant visual touches and images.

They say a picture is worth a thousand words. So the visual content that goes with your text is an opportunity to make a big statement.

But a big mistake many companies make is not controlling how their team find images online. Often they end up grabbing the first picture that caught their eye. How do you know if the images people use in your company are actually legal for them to use? 


Have a clear content marketing strategy for the images your company will use

If everyone were to simply choose images based on personal taste, the company branding  would likely end up looking a muddled mess to audiences and potential customers.

So why is it that most companies don’t have a clearly defined strategy for the images and visual elements their teams should use?

This is more than just telling people to use some nice pictures. Just as your marketing plan defines the types of language your company should be using or avoiding, you should create a strategy to communicate:

  • the style, tone, and content for the types of images people should be aiming for
  • the importance of visual communication
  • what’s considered good branding for your company
  • how people can source images in the right format
  • where people can find a written guide for referring to, and following, company policy and routines for visual content
  • how much visual content should cost




Make sure it’s legal

Along with making sure people use high quality content, you also need a strategy for making sure they are using legal content without breaching copyright.

  • As copyright applies to all works from the moment of creation, any images people find online will automatically fall under copyright protection.
  • This means people can’t just throw stuff they found on Google into every presentation and blog post, without getting the owner’s consent. Every time.

It’s not as hard as you think

To avoid legal complications, businesses must ensure that everyone is using images with the correct user permissions.

This might seem like an overwhelming task, but it can be easier than you think. It would be seriously impractical to manually check each image people use.

So what can you actually do?

  • Collect and organise a single image archive with a platform like such as a Digital Asset Management system (DAM).
  • Managing user permissions becomes surprisingly straightforward with a archive or preapproved images.
  • By implementing one place for people in your organization to search and find content that’s already been approved with the correct user permissions, it stops the need for people to on Google photo treasure hunt looking for visual gold.
  • Create a custom system of folders and content collections for images and introduce a system with descriptive file names that are easy to search and find.  
  • This makes sure it’s really simple for everyone to access great content the company knows is safe to use. 



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