Over years of developing custom magazines for companies, we’ve learned that pictures from our photo shoots inevitably will start appearing in other communications materials.
In one particularly notable example, a photo of an employee shot for a short profile piece has since appeared hundreds (maybe thousands) of times in ads, presentations, social media posts and corporate training materials all around the world. We still don’t think that company realizes how much money it has saved by not having to purchase new photos for those pieces. (We’re glad we advised them to buy the full rights to re-use the picture.)
At Ethos, we hang our hat on quality creative. We look for client partners whose business models require a high level of quality to deliver on communications objectives.
Of course, quality doesn’t usually come cheap (our employee photo was by a highly regarded photographer) but it represents a good value for our clients, because quality content drives higher engagement and justifies the investment.
Plus, while quality content is a good investment from the outset, as we’ve seen from the example above, it often pays for itself many times over—even if the value from repurposing isn’t always carefully measured. In addition to saving money on new photography, here are a few other ways that quality content pays off:
· Feeding the social media machine. You can almost always put a great graphic or article to good use in other places. For example, an article in the company magazine may be deconstructed to use pieces in other channels. This is especially true in social media, and it helps you spread your message to customers using different platforms.
· Discovering new areas of audience interest. In a reverse of the above, you can use popular social media posts as a base for further expansion in another medium, such as a whitepaper or an article in a customer magalogue.
· Saving money on Infographics. We love telling a story with a good chart. Stats pulled from an article give you a head start on creating a visual infographic.
· Providing video assets. Good photography that is custom to your organization may serve a dual purpose as stills in a film.
· Enhancing training. Take a look at some of the material you are producing for employee publications, presentations, training modules and the intranet. Can you find additional life for one piece of content by customizing for each of these channels?
You may be already doing many of these things without considering how far you are stretching your content dollar. Just remember that you have to start with something engaging; it’s much easier to generate more value when your creative assets are attention-worthy from the outset.