How Digital Asset Management Can Make a Big Impact on Your Content Marketing

Learn more about Digital Asset Management (DAM), one of the hottest subjects in content marketing this year.

Many companies producing great content at a consistent pace soon face a predicament — they have so much content that they: don’t know or remember everything they have; can’t track down content assets efficiently; struggle to collaborate with others involved in the process; or aren’t leveraging existing content for reuse.

Enter digital asset management (DAM), one of the hottest subjects in content marketing this year. Digital asset management is all about how you manage your broad portfolio of content assets — from the way assets are annotated, cataloged, and stored to methods of retrieval and distribution. DAM technology solutions automate many aspects of the process, meaning your team can use and reuse content more efficiently, while minimizing errors and inconsistency.

Don’t mistake it, however, for a simply super-organized filing system. Set up properly, a DAM tool is less like a card catalog and more like a dynamic storage and delivery system.

For many, DAM entails a mix of free and low-cost options (e.g., Dropbox, Google Drive, and Excel) pieced together into a makeshift solution. Once you’ve reached a certain scale, however, an enterprise-worthy system is needed — both for continued growth and increased efficiency.

Making the case for DAM software

DAM software offers much more than storage; it automates tagging, storage, and retrieval, meaning that when team members and clients request articles, images, logos, and other pieces of content, the software saves time by removing much of the manual, hunt-until-you-stumble-upon-it efforts. For example, your solution can automatically tag your content by year, topic, event, and content type (white paper vs. blog post, visual storytelling vs. analytics) based on the taxonomy and systems your company puts into place.

Finding a particular asset or collection of assets by date, type, or topic (or some combination) takes seconds. And because DAM tools impose a system on your asset-storage methods, it forces each member of your team to fall into line (once they see how efficiently DAM technology works, they’ll be willing accomplices).

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Source: Content Marketing Institute