Part Two: Mastering Content Marketing using Authentic Stock Visuals

Welcome back to our series on faceless content marketing and authenticity in brand creation. We are House Of Five Studio, a London-based branding agency specialising in helping women-, minority- and LGBTQIA+-led businesses create timeless brands and sustainable content.

If you read part one, Weighing in on the Trend: Faceless Digital Marketing, you’ll know we advocate for a balanced approach to digital marketing—one that blends faceless and creator-led assets to create an authentic and engaging experience for your audience. Today, we’re discussing how to curate authentic stock materials that align with your content strategy, even if your visual resources are limited.

Whether you're leaning towards a faceless approach or prefer a mix of both, the key to success lies in crafting visuals that resonate with your audience. It’s important to remain true to your brand's identity across all platforms and campaigns. 

As a boutique branding agency, we’re here to guide you through this process, ensuring that every visual you choose supports your content marketing efforts.

Finding the perfect stock visuals: a strategic approach

Finding the right stock imagery and footage can be an overwhelming task, but with a clear content strategy, you can streamline this process. Here’s our suggested approach:

1. Quality sources for quality visuals

Not all stock content providers are created equal. To maintain a cohesive feed, it's crucial to source your visuals from high-quality, licence-free sites. Websites like Unsplash, Pexels (which also offers free videos), and Dupephotos.com are our personal favourites. Always ensure that the images and/or videos you select are free for commercial use.

2. Know your brand & audience

Before you start searching, make sure that you have a clear understanding of your brand’s identity and your audience’s preferences. 

Are you aiming for a corporate tone, or is your brand more casual, reflecting social media and lifestyle imagery? Clarity on brand identity and audience interest will guide your search and help you choose visuals that are not only attractive but also aligned with your overall content strategy.

3. Widen your keyword search

When your initial search doesn’t result in the perfect image, it’s time to think creatively. Widen your search terms by creating a mind map of related keywords. For instance, if you’re looking for an image of a woman enjoying a cocktail and can’t find the right one, try searching for terms like “nightlife,” “bar,” or “date night.” This broader approach increases your chances of finding a suitable image and might even inspire new ideas.

Remember, stock images are tagged by individuals, so unexpected keywords might lead you to the perfect visual. For example, the image below is described as ‘A woman’s legs are in a wheat field’. The tags are bread, cereal, countryside, crop, fall pictures, hay, etc. So, you might find this picture through tags you weren’t expecting. A find like this can also give you further examples of keywords you haven’t though of yet.

4. Explore creator profiles

If you find a stock image that fits your brand’s vibe perfectly, take a moment to explore the photographer’s or creator’s profile. Often, they’ll have a collection of images that have a similar style, providing you with a cohesive set of visuals to choose from. This approach not only saves time but also ensures consistency in your content’s appearance.

5. Credit artists!

While not always required, crediting the creator of the image is good practice. It shows appreciation for their work and can enhance your brand’s reputation for being ethical and considerate. Plus, it’s a simple way to build relationships within the creative community.

Creators featured in this blog post (top to bottom) are: COTTONBRO via Pexels and Madalina Enache via Pexels.

Ensuring Alignment with Your Brand

Now that you’ve gathered a selection of stock images, it’s essential to ensure they align with your brand’s identity and content strategy. Ask yourself the following questions before drafting content:

PERSONALITY & VIBE

• Does the content reflect the core values, mission, and identity of my brand? It should feel consistent with the brand's established persona.

• Does the content evoke the intended emotions? Whether it’s playful, serious, aspirational, or comforting, the emotional tone should match the brand's personality.

• Does the content align with your audience’s preferences, lifestyle, and interests? The vibe should resonate with the audience’s values and attitudes.

• Is the vibe consistent with the rest of my content across all platforms? The personality should remain recognisable wherever the brand appears.

• Does the content reflect the core values, mission, and identity of my brand? It should feel consistent with the brand's established persona.

• Does the content feel genuine and credible? The brand's personality should come across as authentic and not forced or artificial.

• Is the content culturally appropriate and aware? The personality should respect cultural nuances and avoid stereotypes.

VISUALS

• Are the visuals optimised for the platform they’re being used on (e.g., appropriate dimensions for Instagram, mobile-friendly design)? Visuals should look good across all devices and platforms.

• Do the visuals support and enhance the content’s message? They should be relevant and add value to the content rather than just filling space.

• Are the visuals attractive, high quality, and engaging? High-quality images, videos, and graphics should be used to avoid looking blurry and cheap.

• Do the visuals adhere to the brand’s style guide (e.g., colour scheme, typography, logo usage)? The visual elements should be consistent with the brand’s established look.

• Are the visuals clear and not overly complicated? They should communicate the message quickly and effectively without overwhelming the audience.

• Do the visuals reflect diversity and inclusivity where appropriate? The visuals should represent a broad spectrum of people and be mindful of representation.

• Are the visuals creative and original? They should help the brand stand out and avoid looking generic or cliché.

Final Thoughts

Balancing stock materials with creator-led content doesn’t have to be an overwhelming challenge, even when visual resources are limited. By carefully selecting stock images that align with your brand’s content strategy you can create a compelling, authentic online presence. Remember, the goal is to build a connection with your audience through visuals that resonate with your brand’s personality and values.

Download a PDF version of our brand alignment questions below.

And stay tuned for more tips and strategies in our ongoing series on content marketing!