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How to Choose Authentic Photos for Content Marketing

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In the age of six-second attention spans and non-stop social media feeds, people want images that speak to them personally. Images that come off as constructed, airbrushed, or posed no longer resonate. They want real, candid moments from everyday life that feel natural in their world. Moments that speak to the human experience.

Publicado en: Arte y fotografía, Marketing
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How to Choose Authentic Photos for Content Marketing

  1. How to Choose Authentic Photos How using authentic, relevant imagery helps marketers grow faster. + Micah Cohen Director of Growth, Twenty20 @miccohen Liz Bedor Content Marketing Strategist, NewsCred @lizbedor #ThinkContent
  2. •  Importance of authenticity •  What makes an authentic photo •  Difficult terms •  How to search for authentic photos •  Brands doing it right Agenda #ThinkContent @miccohen
  3. Authenticity is vital for your brand. #ThinkContent @miccohen
  4. 0 25 50 75 100 Communicate honestly Don’t let customers down Always act with integrity Have brand recognition Be more appealing/exciting than competitors Be popular among my peers It’s important for brands to: Buyer preferences, based on a survey of 12,000 across 12 markets | November 2014 #ThinkContent @miccohen Consumers buy from brands that feel authentic.
  5. New York Times For example, a study from Cornell University showed that when menu items had geographically or culturally influenced names (i.e. traditional Cajun beans or Grandma’s chili) patrons ordered them more and said they tasted better. Several studies have shown that authenticity - real or perceived - can directly affect sales. Authenticity affects your bottom line. #ThinkContent @miccohen
  6. New York Times 1.8 billion photos are shared everyday on Snapchat, Facebook, Instagram, & WhatsApp. As the major method of judging info on the web and social media, photos are the way to express your authenticity. Photos are they way to express your authenticity. #ThinkContent @miccohen
  7. •  Technical execution •  Trace of humanness •  Relatable How to quickly spot authentic photos? #ThinkContent @miccohen
  8. Good technical execution The amount of light that enters the camera through the lens. 1 How sharp or blurry the subject you are photographing is. Where in the frame of the photo you place your subject. Exposure Focus Composition #ThinkContent @miccohen
  9. Exposure? Check. Focus? Check. Composition? Check. (rule of thirds approved) We’ve all seen photographs that nail basic technique: #ThinkContent @miccohen
  10. But don’t obsess over quality. #ThinkContent @miccohen
  11. Tell a human story 2 #ThinkContent @miccohen
  12. Just because a photo nails the technical component doesn’t mean it’s effective. #ThinkContent @miccohen
  13. What makes the difference? The human element.
  14. Exposure? Overexposed on the face. Focus? Soft. Composition? A bit off. This photo is technically imperfect: But emotionally? It feels authentic…like looking over at a friend sitting in a coffeeshop. #ThinkContent @miccohen
  15. Whichtellsthemosthumanstory? Test: side by side comparison A B C #ThinkContent @miccohen
  16. Photosthatconnecttoyourcustomers’livesalwayswin. Trace of humanness A B C #ThinkContent @miccohen
  17. 3 Be relevant Photos must be relevant and relatable to your audience. #ThinkContent @miccohen
  18. Where do they live? What is around them? What products are familiar to them? What is the weather like there? Playing a modified game of whodunit is the best way to learn the nuances of your consumers’ media consumption habits so that you can fit right in. “Who is my audience?” #ThinkContent @miccohen Imagine your customer’s world.
  19. If so, you’d fail with this ad. Your consumers aren’t riding in taxis. They’re calling Uber & Lyft on their smartphones and renting rooms off Airbnb while Snapchatting their friends about what they just saw on Instagram. Targeting millennials? @miccohen
  20. People crave consuming user-generated content on social media. Use real-world photos in your marketing •  Take photos of employees and activities around your office •  License authentic UGC from real-world photographers Be relatable to your audience’s style. #ThinkContent @miccohen
  21. Micah Cohen Director of Growth, Twenty20 micah@twenty20.com Key Takeaways •  Be technically good •  Have a trace of humanness •  Be relatable An authentic photo should: #ThinkContent @miccohen
  22. #ThinkContent @lizbedor Introducing NewsCred Content Software Strategy Liz Bedor Content Marketing Strategist, NewsCred liz.bedor@newscred.com
  23. #ThinkContent @lizbedor The Challenge •  The web is filled with terrible stock photos •  Finding authentic photography is time consuming •  It’s tough to think outside the box Finding authentic photography is difficult
  24. For example… #ThinkContent @lizbedor
  25. Technology #ThinkContent @lizbedor
  26. FuturisticHands The typical stock photo choice AppsEmergingfrom Devices GlowingEarth #ThinkContent @lizbedor
  27. VintageTechnology Authentic options Abstract TechnologyCloseUp #ThinkContent @lizbedor
  28. Success #ThinkContent @lizbedor
  29. Handsupholdingtrophy The typical stock photo choice Personontopof mountain Puzzles #ThinkContent @lizbedor
  30. TopDown/ Bird’sEyeView Authentic options Satirical Amazement/Awe #ThinkContent @lizbedor
  31. Challenge #ThinkContent @lizbedor
  32. PersoninFrontofMaze The typical stock photo choice RockClimbing ‘ChallengesAhead’ ConstructionSign #ThinkContent @lizbedor
  33. ToughSurfaces/ Barricades Authentic options NarrowPathway StarkLandscapes #ThinkContent @lizbedor
  34. Career #ThinkContent @lizbedor
  35. ThumbsUpHappy Employee The typical stock photo choice ArmsCrossed MultiplePeopleSurrounding OneComputer #ThinkContent @lizbedor
  36. FlatLaySupplies Authentic options PerspectivesFrom Office RealLifeCollaboration #ThinkContent @lizbedor
  37. Health #ThinkContent @lizbedor
  38. StethoscopeCloseUp The typical stock photo choice HealthNut YogaontheBeach #ThinkContent @lizbedor
  39. X-Ray Authentic options Cropsofperson exercising Remedies #ThinkContent @lizbedor
  40. Tips for searching for authentic photos •  Use photography terms •  Think of the emotion you’re trying to evoke •  Be specific #ThinkContent @lizbedor
  41. Low angle Defocused Silhouette Depth of Field Front View Head and Shoulders Motion Blur Long Exposure Wide Angle Selective Focus Use real photography terms #ThinkContent @lizbedor 1
  42. “Flat lay brunch” #ThinkContent @lizbedor
  43. “Low angle view of wave” #ThinkContent @lizbedor
  44. “Silhouette of city skyline” #ThinkContent @lizbedor
  45. “Long exposure Port Melbourne” #ThinkContent @lizbedor
  46. Think of the emotion you’re trying to evoke #ThinkContent @lizbedor 2
  47. Sample Headline: 7 Essential Roles for a Successful Content Marketing Strategy #ThinkContent @lizbedor Emotion to Evoke: Calm
  48. The typical stock photo choice #ThinkContent @lizbedor 7 Essential Roles for a Successful Content Marketing Strategy
  49. Authentic option #ThinkContent @lizbedor 7 Essential Roles for a Successful Content Marketing Strategy
  50. Sample Headline: 7 Content Marketing Mistakes + How to Avoid Them #ThinkContent @lizbedor Emotion to Evoke: Action
  51. The typical stock photo choice #ThinkContent @lizbedor 7 Common Content Marketing Mistakes + How to Avoid Them
  52. Authentic option #ThinkContent @lizbedor 7 Common Content Marketing Mistakes + How to Avoid Them
  53. Be specific #ThinkContent @lizbedor 3
  54. Let’s say you need food images #ThinkContent @lizbedor Instead of searching for “soup” Try “clam chowder”
  55. Let’s say you need hairstyle images #ThinkContent @lizbedor Instead of searching for “hairstyle” Try “fishtail braid”
  56. Brands doing it right #ThinkContent
  57. Mom.Me mom.me #ThinkContent
  58. #ThinkContent
  59. #ThinkContent
  60. #ThinkContent
  61. Bloomberg for Enterprise bloomberg-datacap.cms.newscred.com #ThinkContent
  62. MiFID II Implementation: Don’t Hit the Panic Button…Yet #ThinkContent
  63. How to Structure an Outsourced IT Project for Less Risk, More Leverage #ThinkContent
  64. Banks Face Basel Push to Prepare for Higher Interest Rates #ThinkContent
  65. First Round Capital firstround.com/review #ThinkContent
  66. #ThinkContent
  67. #ThinkContent
  68. #ThinkContent
  69. Want to learn more? The Ultimate Guide to UGC newscred.com/theacademy + #ThinkContent NewsCred Strategy Services strategy@newscred.com
  70. Thank you + Micah Cohen Director of Growth, Twenty20 @miccohen Liz Bedor Content Marketing Strategist, NewsCred @lizbedor #ThinkContent

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