Imagine: You are an avid space fan and collect everything related to NASA, spaceships, and planets. At the newsstand, you discover a new space magazine with the headline "The best of 100 years of space history". You decide to buy it - and discover right on the second page that the Mir pictured is the U.S.S. Enterprise from Star Trek. You are never going to buy that magazine again, because your trust in the competence of the editors is gone. Similar situations can also happen in content marketing.
Editorial mistakes happen, especially when things must be done quickly: Your text is ready, all the captions are in place, only the right photo is missing. In a hurry, you search the internal image pool for a shot, but don't check whether it is labelled correctly. The wrong image ends up on the website.
This is a discrepancy between image and text. The best way to avoid this is with the following "antidotes":
- Plan time in advance to check the image material. Your image must always match the text.
- Get a second editor or another colleague to do a four-eye check.
- You can also select the image material before creating the text and then match it to the picture.
If you’re unable to find a suitable picture, you’re better off not including one rather than confusing your readers.