Key Learnings for 2025: Why Marketing-First Photo & Video Is the Future of Content Creation
Over the last few years, I’ve taken away some key lessons about content creation—insights that I see becoming even more important in 2025. As budgets tighten and the need to justify spending grows, content can’t just look good—it has to work hard for the marketing team. A marketing-first approach to photo and video is no longer just a nice-to-have; it’s essential.
For years, photographers and videographers have been at the heart of visual storytelling, capturing moments with artistic precision. But in today’s world, content isn’t just about stunning images—it’s about strategy. The marketing budget fuels content creation, so marketing must be at the center of the workflow.
Lessons from the Marine World
One of the biggest lessons I’ve learned comes from working in the marine industry. When you don’t have the luxury of shooting at any time, and when shoot days are limited, you have to maximize every opportunity. The only way to do that effectively is by knowing, in advance, the stories that need to be told to meet key marketing goals. Without this focus, you risk missing critical moments that could have a real brand impact.
Storytelling with Purpose
A marketing-first approach doesn’t mean sacrificing storytelling—it makes storytelling more effective. The goal remains the same: to tell compelling stories. But the key is identifying which stories will best serve the marketing objectives. This ensures that the content created isn’t just engaging but also strategically valuable.
Strong Branding Presence
Another often overlooked factor in content capture is branding visibility. A photo may be beautifully composed, but if the main sponsor’s logo is cut off, its value drops significantly. Strong branding presence in visuals is crucial, and this requires planning ahead. Before big asset capture trips, I often bring a bag full of sponsor stickers to ensure logos are clearly visible. Whether it means adjusting shot angles or adding branding in key areas, these small but essential details make content far more useful to marketing teams.
A More Efficient and Effective Approach
By leading with marketing, we don’t waste time shooting first and figuring out the story later. Instead, we work backward—understanding the core messages, audience needs, and brand goals before a single frame is captured. This streamlined approach eliminates unnecessary steps and allows for more impactful storytelling, where every image and video serves a strategic purpose.
This is just the beginning of a series where I’ll share insights from the content creation world, exploring how we can rethink traditional workflows to create more efficient, meaningful, and results-driven content.