The expression " content is king " is a bit overused today, isn't it? And yet its importance in creating value is no longer in doubt; it is just central.

Its quality is paramount to achieving your goals and building loyal and active communities, whether to inform, inspire, sell, or entertain.

With the proliferation of social platforms and modes of expression, this content is essential to capture the attention of your target audiences, stimulate engagement, and boost your brand's visibility.

So, what are the resources for creating content? There are several paths available to you!

#1 Existing assets

To appropriate and transform existing photos and videos of a brand to tell new stories. 

Easy, accessible, and free, they cost nothing to the company. 

Edited and adapted to each format according to the dissemination channel, they become new means of expression to illustrate an idea and enrich the brand's discourse, like at Autosur to reveal “the behind-the-scenes of a technical inspection”.

#2 Influencers and UGC* / CGC**

Collaborating with brands or influencers allows you to reach new communities, expand your audience base, or further amplify the impact of an operation.
It is important to clearly define the objective of this collaboration to choose the right profile (shared values or interests, complementary products, size and qualities of communities...).

Let's not forget UGC (User Generated Content) or CGC (Client Generated Content), which are increasingly a force in producing quality content. Integrating them into your content strategy to encourage them to publish online is a powerful communication lever in front of internet users who do not know you. Nothing is more effective and trustworthy than when others speak well of you like at Gavottes with “the relay of customer experiences”.

* User Generated Content **Client Generated Content

#3 Content creators, photographers, and videographers

Responding to specific requests to highlight key moments like illustrating a campaign, showcasing a brand's offering or services, or staging a new positioning.

These are all reasons that necessitate calling upon a specific content creator. The right profile for each project! Their personality, their style of capturing, their visual style, their experience, their preferred universes…

Strong markers that will present the brand as you want to reveal it. Surrounding yourself with and cultivating a network of expert individuals allows you to be responsive, agile, and relevant like at the Cité de la Voile to unveil “the activities to experience by real visitors”.

#4 AI platforms

Relying on artificial intelligence software such as ChatGPT, Dall-E, or Midjourney allows for unique content creation, both textual and visual, like at Autosur to illustrate “the thirty years of the Renault Twingo”.

Why rely on these essential tools today?

They offer  a considerable time-saving in terms of production and are a tremendous source of inspiration. But they primarily open up an infinite realm of possibilities creatively.

And what about the question of rights, you might ask? For now, nothing has been clearly decided yet. Even though the paid version of Midjourney allows you to commercially exploit the visuals created.

But be careful, while these tools allow for nearly anything, they require a true mastery of the prompt, the query or idea behind the request. It must be precise, clear, and established from several components (subject, adjective, style, quality…).

Little tip : ask the AI to pose as the expert who would best answer your question based on your needs.

You need to orchestrate all these levers daily and enrich the creation of your content; contact me.

Hélène Hannedouche
hhannedouche@nouvellevague.fr