Big brands and marketers today are faced with a new challenge that the traditional full-production model does not have the ability to solve: the burden of daily content. Engaging today's consumers with high volumes of authentic and personalized visual content at scale is an unwieldy task.
There are over 2.3 billion active social media users in the world today. That is a large audience for brands to connect with — and an enormous amount of content to produce. Marketers from leading enterprise brands know the struggle is real. The classic constraints of time and money pose a dilemma: How do you keep pace in the visual content race, with increasingly fragmented social media touchpoints and a shrinking working dollar, without sacrificing your brand identity?
Eliminate the Content Procurement Friction
Content as a Service (CaaS) was designed from the ground up to seamlessly supply a steady source of custom visual content to alleviate the burden on marketers. The full-service model is no longer sustainable or cost-effective for social media content at scale. CaaS strips away non-value-adding processes from the traditional model — the extensive face time, customer hand-holding and the full production set. The CaaS model has also automated key manual components of more traditional marketing, streamlining the selection of creative talent: editing, curation, image calibration, management of payment, rights and logistics.
The old-school method of content creation is too costly, cumbersome and unscalable. Leveraging technology, CaaS eliminates the human capacity constraint, while maintaining brand control (e.g. brand identity, positioning) to give marketers access to on-demand visual content platforms for immediate download and use on digital channels.
Tap Into Global Network of Creatives
CaaS opens a whole new world of creative options for brands. Instead of spending time finding talent, brands can now tap into a global network of contributors who create customized content (photos, videos, GIFs or Cinemagraphs) from any city in the world. Enabling access to creative talents from around the world to create the on-brand content effectively puts brands in the driver’s seat.
No amount of rifling through endless stock photography is going to cut it for leading brands — in fact, over 90 percent of senior-level marketing executives believe delivering personalized content is critical or important to reaching customers.
Built on a Scaleable Subscription Model
This stripped down, streamlined CaaS model also allows you to take advantage of a price-effective approach to a predictable subscription-based cost structure. This structure delivers high volumes of varied visual content at scale that is dependable, repeatable, consistent — with proven results.
New technologies are constantly emerging and evolving to alleviate the pain points of marketers, and CaaS has proved a huge relief. There has been a multitude of technologies for automating daily social media postings, as well as social media management and analytics tools, but marketers still needed a consistent and frictionless solution to fill the content void. Hence, the Content as a Service model is the new evolution of content marketing.
Grant is currently the co-founder and CEO of FlashStock Technology, a leading provider of on-demand imaging for the world’s leading brands, where he plays a key role in evolving the way brands source imagery. He has helped leading companies including AB InBev, Diageo, Estée Lauder, Xerox among many others, change the way they develop and source creative content. Prior to starting FlashStock, Grant was a product manager at Nokia and a senior vice-president of product for a leading social media management company. He has worked with a number of brands in a senior capacity including Blackberry, Coca-Cola, JP Morgan Chase, Amway, and Anheuser Busch InBev.