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Imagery and words need always to go hand-in-hand to create truly compelling content. But there are times you see examples of them being created separately and then forced together. Stories are now built up from a multitude of creative assets, including images, videos and infographics. It's an exciting time for content, but it can also be a dangerous one.

What should you look out for?

Content is not only 'King' these days, but is increasing at a staggering rate. Mainstream social media use by brands, a recognition of the importance of storytelling and the growing need to respond have led to a content explosion across our channels.

But is it all giving the right message? How do a brand's marketing, sales and other communication 'pieces' complement each other? Or do they contradict each other?.

Most large brands go to a lot of time and effort to get to the right messaging to properly tell their story. This involves a lot of soul-searching, creativity, rewriting, brainstorming and approvals - taking up time from a wide range of people. But when the final approval is given and the brand guys breathe a sigh of relief... then what?