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Why marketers need to care about creative asset licensing

Marketers use creative assets to support campaigns and promotions with the potential to reach customers all over the world. Bold imagery, video, and music help capture the attention of their audiences, compelling them to learn more about the value they can provide.

Consistency is key

When marketers run multiple promotions across numerous marketing channels, their content and message (direct or implied) must be consistent to reinforce their brand identity. People who see their content on Facebook, for example, and later through a display ad, should automatically recognize the brand as the provider of that content, regardless of the channel.

Using content that adheres to a strict set of creative guidelines for imagery, footage or music, and promoting that content across all marketing channels can improve brand recall. Audiences who follow a brand’s social accounts or fall into their retargeting campaigns will see a consistent look and feel no matter where or when they see your content.

However, it’s not always as black and white as downloading a creative asset and using it anywhere or at any time. Rights, licensing, and even exclusivity protect the creative assets marketers rely on to deliver brand consistency.

Creative asset use and exclusivity make the difference

We’ve established that promoting a consistent brand look and feel over a long period of time guides audiences to connect the brand with those pieces of content.

That’s why it’s so important for brand marketers to choose the right creative asset license when downloading a creative asset to use. When acquiring the rights to creative assets, it's important to have the legal authority to use that content where and how you promote your brand.

The legalities of how you use content can get very nuanced. It’s worth becoming educated about how to protect your brand’s valuable creative assets. You should also be aware that the compliance laws vary when using creative assets across:

  • Social media

  • Print

  • Merchandise

  • Emails

  • Out of home advertising

  • Radio

  • TV  

Depending on the creative asset and your plans for the content, it’s also worth looking into exclusive rights. Exclusive rights guarantee your brand is the only organization legally permitted to use it. This is the ultimate form of ownership.

Make your brand stand out with exclusive content

Suppose your brand is in a highly competitive industry vying for attention against a handful of socially active competitors.

If you use content that’s too generic, can you capture your audience’s attention? Similarly, if the content resembles visuals or videos used by your competitors, will your audience identify your brand as the provider of the content?

Nowadays, brand marketers are expected to produce compelling campaigns with limited budgets and resources. The old days of producing a few large-scale pieces of content in a calendar year are gone. Consumer demands for social and digital content are practically real-time, forcing marketers to push ongoing streams of content to their followers.

Creative videos address the customer journey.png

Brad Jakeman, formerly of PepsiCo, summarizes the digital marketing dilemma quite eloquently.

Now, that 4 pieces has turned into 4,000. Eight months has changed to eight days and eight hours; and budgets have not gone up.
— Brad Jakeman

When you’re expected to deliver one piece of content after another, the constraints of time are restrictions that are not on your side. The longer it takes to find a viable piece of content for your campaign, the longer you delay the promotion. If you’re not promoting your brand, you’re not generating new business.

When you have exclusive access to a full library of content, you automatically reduce the amount of time required to find bold content that stands out. Visuals, videos, and other types of footage are exclusively yours to use as you choose, which helps your brand stand out from all other brands that appear in your customers’ busy social news feeds.

Reduce your worries and increase your promotions

What’s the underlying benefit of time saved sourcing and producing content? It means you can stick to your deadlines and run more promotions.

Having easy and exclusive access to a library of high-quality content simplifies the amount of effort required to launch your campaigns. This is especially helpful if your brand has many satellite or franchise locations in markets all over the world. Your various creative teams can pull content from your corporate library and select assets that best align with localized or cultural nuances of their particular market.

This is an excellent way to accelerate localized content marketing at scale.

Select the right license and use the best content

Ultimately, the question becomes what types of content do you need, and how much of it will you require?

The size and scope of your brand will have a hand in answering these questions. Large-scale companies that target massive audiences will require the rights to larger amounts of content, including premium images, videos, and even custom pieces of content. Small to medium-sized businesses could license smaller amounts of content depending on the number of campaigns and promotions that will run.

Regardless of which option you select, you’ll want to remain compliant with your license. Make sure you select the right license so you can use your content in the best way that you see fit.

Is your brand in need of content? Do you require various styles and formats to achieve your marketing goals? Request a demo and speak to one of our knowledgeable representatives to learn more about the vast amount of content you can access through Shutterstock Premier.