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Traditional marketing is breathing its last breath. And while it is dying a slow (but inevitable) death, content is the new context that brands live in.

Companies need to learn to tell engaging stories in an authentic, entertaining way that will leave potential customers with a positive association to the brand, particularly in highly competitive markets. Reaching people’s emotions in an honest way is still a skill underestimated by old-school marketeers.

People do not relate to brands, they relate to other people.

Stories have been the social glue that binds society for as long as humankind has existed and what better way than to tell stories through visual content. While we are fortunate these days to have an overwhelming choice of media, it is more important than ever to chose the right images to tell your story and, ultimately, bring your message across.

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When mb! by Mercedes-Benz magazine launched in 2011, the objective was to appeal to younger audiences and individuals that are not necessarily fans of the brand yet and therefore could not be lured by images featuring cars.

While it was clear that the visuals used needed to fit an independent magazine in order to attract new readers it was also necessary to visually connect to the brand and its values in a subtle albeit authentic way. Images chosen are therefore of a clean, almost graphic aesthetic with high contrast and an often an element of surprise or preferably feature a face or persona that the audience can relate or even aspire to.

The overall effect is to be of high visual quality as suitable to a luxury automotive brand, unique, but most of all emotional in a positive, open way.

Digital natives and internet savvy users instantly recognize and reject staged images or press shots in a story context. Independent tests clearly showed that “real” images of real people are what draw visitors deeper into the content. However, products are part of the brand and therefore are part of an honest and open communication (unless you’re selling an energy drink in a silver-blue can).

Showing a G-Class in a roadtrip scenario is part of the story and authentic - a new shiny press car in a studio is not. But as desirable as own productions with a storyline are, this is not always possible.

So when buying photos, make sure they have the special qualities that you are looking for - how does looking at the image make you feel? How does it look once it is online? What other images are surrounding it - do they complement each other visually and do they support or even make the story?

Hence, an editorial team and a photo editor are invaluable. Marketing teams, product managers and other inhouse staff will always decide from an inside view and too many stakeholders will compromise editorial quality. Put a capable team of editors in place who have their eyes and ears on the street, who tap into the zeitgeist around the world and other people’s lives - your target audience’s preferably - and back them by a few qualified inhouse people and you will get the content that your audience is not only wanting to read and watch but more importantly, to share with their peers.

When you manage to reach people emotionally, when they feel they saw and read something that added value to their lives, inspired them and made them want to share it - then you have created an emotional, honest connection that traditional marketing with its forced messages and interruptions will never manage to achieve. Chose the right images and make your audience remember connecting with your brand an authentic, enjoyable experience and they will return to engage.