Tag: digital assets

Building an Effective Digital Asset Management Strategy

Posted by on June 24, 2019

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Many businesses are finding their digital assets just as important as their physical assets. Yet control over a digital asset can be far more nebulous. Digital assets must be warehoused, shared, monitored, and maintained. They need to be able to be tracked through a content strategy pipeline and analyzed for effectiveness. All of this requires a comprehensive Digital Asset Management (DAM) strategy.

Does Your Organization Need a DAM?

Any organization invested in content strategy and marketing needs a DAM strategy—even if that strategy is fairly light. A DAM controls all of the elements of media that are involved in a marketing or content strategy, from stock photos to video. Without a DAM, a brand cannot make effective use of its content.

DAM strategies have the following advantages:

  • Productivity improvements. By creating a centralized resource of digital assets, you can make it easier for these assets to be accessed and used.
  • Better ROI. DAM strategies make it easier to analyze the overall impact of each digital asset, thereby improving the revenue generation for the business.
  • Superior compliance. A DAM strategy will ensure that media and content is properly licensed and legally published.
  • Redundancy and scalability. As a company’s digital assets and content strategy grow, a DAM will ensure that assets remain controlled and secured.

Organizations may need Digital Asset Management strategies if they have found themselves growing their digital asset inventory, relying more upon their content strategy, or growing as a business.

How Can a DAM Solution Benefit a Business?

A DAM solution has specific use cases which benefit a business:

  • Connecting multiple archives of content assets. Rather than having to search through a file architecture or ask other employees for help, employees are able to look through a central repository for any content assets they need.
  • Performing widespread content analysis. Through a content management system or enterprise content management, data-driven analysis can be performed regarding the types of content being found most effective.
  • Growing marketing campaigns. When marketing strategies are being revised, a DAM solution provides the scalability necessary to scale the marketing campaigns up as desired.
  • Protecting multiple data assets. Through backup solutions, syncing, and redundancy, multiple versions of every data asset can be stored, preventing them from being overwritten or destroyed.

If the above issues are problems for your organization, it’s likely that you need a data asset management strategy.

How Can You Create a Digital Asset Management Strategy?

  • Inventory your existing digital assets. Your existing assets will need to be archived and ported into your new DAM solution.
  • Create new business processes for the consolidation and maintenance of assets. Employees will need to be trained on these new processes and policies.
  • Find the right technology. A DAM solution is driven by a content management, enterprise content management, or digital asset management solution.
  • Integrate your technology. If you’re using multiple DAM, ECM, or CMS solutions, they will need to be integrated to work seamlessly together.

What Technology is Best for a DAM Solution?

There are several technologies often used for DAM: CMS, ECM, and niche DAM solutions. Some organizations use one platform over the other. Other organizations use all of them together.

A content management system is a broad scope solution that’s designed to manage the organization’s content in a consolidated location. Many CMS solutions are client-facing rather than business-facing, making it easier to present content and digital assets to clients and follow a marketing strategy.

An enterprise content management system is a client-facing and business-facing architecture that also often functions as an intranet solution, allowing for easy access to a company’s internal data assets as well as publication of content.

A CMS and an ECM differ primarily in terms of scale. Many smaller or mid-sized businesses can operate solely with a content management system, while an ECM solution is a more robust solution that is used for larger businesses.

In addition to CMS and ECM solutions, there are niche DAM solutions which specialize in managing specific types of assets. As an example, a DAM solution may manage a company’s video assets specifically. A company that deals in a specific type of content may need a DAM utility in order to manage that content.

Key Takeaways

If your organization deals with content management, digital marketing, and digital assets, it’s likely that it does need a digital asset management strategy. A DAM can be quite lightweight and simple or more robust and complex depending on the organization’s needs. By finding the supporting technology, a company can secure and maintain its digital assets, while also improving productivity and providing for better marketing analysis.

Content is becoming one of the major assets for any organization, and the management and maintenance of this content has to be performed in an efficient and productive way. CMS, ECM, and DAM solutions make it easier for employees to interact with, share, and build content, while reducing the chances that this content could be lost, overwritten, or destroyed.