Gaining Control in a Marketing Content Proliferation World
The amount at which channels and content have proliferated in recent years is impressive; and for some, overwhelming. In fact, according to the Content Marketing Institute, 70% of B2B marketers plan to create more content in 2017 than in 2016.
Digital asset management (DAM) solutions address a diverse set of problems related to the production, digital storage and access and fulfillment of content. Here are eight issues that DAM can help to resolve.
- Content Scattered Among Multiple Owners Across Multiple Departments
Marketing departments, customer service, advertising, channel partners, sales teams, ecommerce and agencies. These are all places content can live, and, in the absence of digital asset management, are all places that prospective content users need to search. By aggregating assets into a centralized DAM portal, users can start cutting back on those wasted hours spent searching for information.
- Brand Control and Compliance
With assets spread throughout the organization, it’s bound to happen: well-intentioned employees create their own materials without corporate oversight, compromising branding and message. In some cases, users are unaware that updated materials are available and pass along outdated content. For companies in regulated industries, such as insurance or healthcare, compliance is a potential issue when this happens. The governance inherent in DAM, coupled with the fact that it’s a centralized system, can measurably alleviate these risks.
- Fragmented Content Hindering Sales and Revenues
When content is a.) dispersed across business silos; and b.) inconsistent in terms of branding and messaging, the bottom line is affected. According to a 2017 study, such fragmented content – or a routinely inconsistent presentation of an organization’s brand – has direct negative impacts on sales and revenue. Digital asset management, however, gives marketing departments far greater agility to fulfill requests for new or customized material that supports branding and messaging. Depending on your sales enablement and content governance goals, it gives local teams and sales reps the chance to order materials on their own.
- Physical Waste
How much is wasted in terms of excess paper, physical storage space, and shipping costs? There’s probably an opportunity to trim costs in these areas, and digital asset management software can improve insight into inventory and storage needs. Some DAM systems include integration with vendors for print on demand capabilities, which offers a host of other cost- and time-saving benefits.
- You Have “Wallflower” Marketing Content
Sales teams in companies with traditional storage structures often use marketing content that’s easiest to find rather than the content that best fits the opportunity. In a 2015 IDC study, organizations reported that an average of one-third of marketing assets go unused or underutilized. That’s a lot of time, effort and marketing funds down the drain. DAM systems give you a searchable central portal and automation to communicate the availability of and disseminate your assets.
- Enabling Local Channels and Marketers
DAM is key to local marketing enablement, giving local teams 24/7 access to leads, promotions, campaigns and content. Instead of letting a lead go cold while waiting for corporate to create approved, customized materials – or creating their own rogue assets – local marketers can easily and quickly get content into the hands of hot prospects.
- You Have Really Good Creative, But…
It often does not align with top-level strategy and goals. Some DAM software platforms can track and monitor the entire creative lifecycle, from conception to market. By serving as a centralized control point for ideas, reviews and approvals, the creative production aspect of DAM can help ensure that creative ideas are linked to corporate objectives, and are not being executed on the merit of a cool concept alone.
- You’re in the Dark Regarding Asset Usage and Effectiveness
Do you ever feel like assessing the effectiveness of your materials is like staring into a black hole? You need better transparency to identify what assets are being used, how they’re being used, and which ones are helping to win sales. DAM systems can include metrics and reporting features to help pinpoint content that works. In this way, DAM doubles as a knowledge management system that can help you make continuous improvements to your content strategy and the creative production process.
Recognize Any of These Signs?
Consider investigating digital asset management solutions. Features and levels of support vary among platforms and vendors, so assess your current state of DAM at your organization first to identify specific needs. If your organization would like guidance on selecting the right solution, Strata can help. We’ll review your current processes and systems, and make recommendations based on your business and budget.
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