The current health crisis has affected a host of industries, including content marketing, as found in the Growth and Opportunities in Content Marketing report, published by The Association of National Advertising and The Content Council.
This report has found that around 40% of marketers have a ‘cloudy’ outlook on content marketing for the next 12 months, though around 78% pledged a ‘strong’ commitment to content marketing over the next two years. Although client numbers may be slightly dwindling in tough times, marketing teams can remain at the top of their game by embracing Digital Asset Management (DAM) as a way to hunt down assets and leverage them at a consistent rhythm.
How Can DAM Help Marketing Teams Achieve Precise Targets?
Marketing teams spend between 25 and 30% of their marketing budget on content marketing. Content marketing differs from copywriting in that it aims to share key information in a blog/story/post format without necessarily aiming to make a sale.
However, excellent content can actually help boost conversion rates in an indirect manner – provided it is not wasted. Demand Metric’s recent report, the State of Digital Asset Management, found that around 51% of marketers waste funds producing assets that do not reach their target because people don’t know where to find this content or they do not even know it exists. DAM allows them to save around 28% of time every week searching for assets and 34% less time managing these assets.
DAM And Metadata
The central role of DAM is to deliver the right content to specific people in real time, with the ability to track engagement of the use of assets by different individuals and teams. In order for marketers to fully comprehend the nature and value of one particular file or of a group of files, metadata (or additional data about each file) is required. The metadata can provide more information than the creator or use of the file; this information can extend to copyrights surrounding the use of specific content and other information that may indicate that a file is not usable, or that it is only indicated for specific purposes or teams.
DAM And Specification
DAM can help marketing teams work better through the creation of specific albums. Different albums can be created, for instance, for a publisher, a content writer, or a production manager. Dedicated images and other types of content can be placed into the folders where they are most likely to be needed or searched for. DAM can be used to map customized workflows suited to an organization’s needs in order to provide access to specific individuals or groups, to organize assets according to specific clients or projects, to ask teams to curate assets in one or more folders, and more.
DAM is a way for organizations to stay competitive in challenging times. It can help reduce wastage of assets and enhance better management and curation of files. Finally, DAM can rely on metadata to provide key information that may indicate a file should not be used, either for legal reasons or owing to the internal assignment of this material to other teams or purposes.