We devote a lot of writing in this space to the issues and concerns of small businesses and startups, but there is an entire subset of professionals that are part of the business ecosystem that is often forgotten, and that is the independent artists and creators that can produce the work that are often needed to fill in the gaps for growing companies.
For all of the skills that entrepreneurs can bring to the table, a certain type of artistic creativity is often one that is lacking. And while the fundamentals of business are necessary to build a strong and sound company, it often takes a bit of panache to try and sell that company to the public at large. Creatives can help to meet those needs by providing the images and videos and even jingles that help bring those companies and their websites to life. Part of working with creative individuals is knowing how to balance your vision against that of the creator, and knowing how to ensure the work is done on time and can remain in your control.
Work done for hire requires negotiating a contract with independent creators that stipulates the terms and deliverable items. In negotiating with contract creators, be sure that your agreement stipulates that you gain ownership over the work upon delivery, and that there are clear terms on deadlines and any payments attached to those particular deadlines. It's important for both parties to be clear on the major points of the arrangement before starting, and any finer points can be further negotiated to satisfy both parties.
As you're going through the creative process, it can be helpful to seek the input and feedback of the artist you're working with to help shape what you're creating. The natural instinct of such an arrangement might be to dictate what you want and wait for it to be delivered, but there is ultimately a reason that you're running a company rather than recording videos or taking photos or creating logos. Artists can offer insights as to what works and what doesn't based upon their past experience, and while that might slightly change what you had originally had in mind for the project, having a second opinion from an outside source with expertise can help you avoid making any unnecessary mistakes.
Perhaps the biggest part of using creative works for your business is actually deploying them as part of your marketing and website. The look and feel of your company can grab the attention of consumers long enough for you to explain to them what it is you do, and that ultimately is the goal of marketing. Don't make the mistake of creating videos or photos or art for your website simply for the sake of checking a box and then let it languish; use that material for its intended purpose of grabbing eyeballs. Using creative works well is one of the best ways that you can help to draw the attention necessary to grow your business.