A lot of companies are producing content at a consistent pace. To stay ahead in the race, it’s a must thing for companies. However, too much of production can literally bring challenges’ that were unseen at the beginning. If you know the value of content reuse or old content update to perform better in search engines, then you can imagine the trouble a company faces that has already churned too much content. However, if you have created a large amount of content, then you understand the challenge of remembering everything till date, isn’t it?
- The problem in remembering ever content piece created till date.
- Unable to track the desirable content from the vault.
- A huge struggle to collaborate with other team members.
- Failing to leverage existing content for the better content marketing.(Using it in new pieces to create strong interlinking between the content pages)
Whether you are aware of Digital Asset Management (DAM) or not, but to your surprise, it has become a hot topic this year in the content marketing world. Surprising, isn’t it? Since the content is becoming the first choice of companies, DAM is gearing towards popularity among well-established marketers and the beginners. In the future, marketers, as well as companies, are going to use it immensely. DAM technology provides solutions to reuse and enhance the old content for the future use and save time in creating a new piece of content.
Don’t mistake DAM with a simple storage tool. It’s less than a card catalog, but more effective storage and delivery system. The tool offers you freedom to reuse the content without producing errors and inconsistencies.
Dropbox, Box, Google Drive, One Drive etc. are some of the cheapest DAM options at the beginning, but as you move to an enterprise level, a professional system will be needed to continue growth and content management proficiency.
Why DAM Software?
From automation of tagging, storage, and retrieval, DAM software is a boon for an enterprise and a great tool to push content marketing to the advanced stage of growing brand presence. Based on taxonomy, DAM software automatically tags content by year/event, topic, content type (story, analytics, blog/article or whitepaper).
Suppose your client needs an article on Magento 2.0 and you had written a great article on it, and feel to reuse the article because a lot of things are happening in the Magento Development world. What DAM will do here? Imagine, how hard it is to find a piece of article from the digital library vault when you didn’t categorize the content properly? It won’t be impossible, but it won’t be easy, too.
DAM software will take seconds to locate the particular article. It will access the article through tags etc. Since the tool forces a system of your data storage, each and every member in the process comes in the loop.
The technology may appear simpler and ever easier to buy, but the grass looks greener on the other side until and unless you don’t move there. DAM technology asks commitment; a commitment to tag the articles in a predictable and consistent way. Moreover, it’s easier to track down who in the company has the used the asset and how much.
“At the rate, marketers are creating content, today, many organizations have a Big Content problem. They need a central source to not just manage all that content, but also a system that will automatically serve up content to each channel, device, and user.” – Jake Athey
Suppose, you are rebranding the company and have created a beautiful logo to use in the place of the old one, it will be hard to find the locations where the old one was used. DAM comes in play and tracks all the places where the old logo was used and automatically updates it. The time is saved; the money is saved; the resources are saved. Thanks to DAM.
No matter if you want to change your Twitter handle or Facebook page, having DAM will quickly help you to spot the places where the name was used/mentioned. It saves a lot of time and offers clear insights to make a new strategy for the new account. Enterprises that have churned good amount of content and are trying to cope with the huge content library, DAM helps in accessing the evergreen content for repurposing and to use it in a creative way that not only saves time, but brings fruitful results, too.
Did you know that the old content can give your SEO practices a huge push? If you didn’t, then you need to consider it. A lot of websites, even gigantic corporations like Cisco etc. are updating their old content and washing ashore the dead links with new links and reusing it. Google loves websites that remain updated in terms of content. No one loves to read outdated content. DAM keeps outdated content aside and restricts its access to members of the organization and supplies only that content, which offers value at the best.
Things To Remember Before Choosing DAM Solutions
Commit team to use metadata
Content Marketers use metadata in the content for the easy discovery by the niche audience. Categorization truly helps in the digital world because it benefits in accessing desirable content hassle free; otherwise, too much of content can make anyone mad. Metadata your entire data if you want DAM to be your best bet for the content marketing purposes.
Find your allies and influencers
Since DAM requires right personnel and strategic approach, companies need to hire content marketers that have knowledge of the tool. Moreover, they should be capable of triggering success formula in the entire team to not only influence team members, but other marketing peers too.
Hiring a Digital Librarian
Isn’t your local library has a librarian who knows the exact location of the book in the library and helps you to locate the book just sitting at his table. He keeps the track record of every book in the library due to categorization and tells if the book is in the library or it’ being issued already so you won’t go mad searching the whole library. Similarly, the digital librarian keeps all the track record of the content and accesses the files on the request of team members. In the future, the digital librarian will be common in MNCs.
Events that will Force or Force Companies to Invest in DAM
Companies that run from investing in DAM will have to do in the future because the web is dynamic and companies have to adapt changes to survive. It means to update all the old content across different platforms and to maintain a consistent image of the company.
It’s quite a nightmare for many companies because they hesitate to adopt new skin. However, shedding the skin can be painful because a company has to update its logo and other presentation across various channels to look professional and authentic. Now you can’t update logo on half social media channels, and on remaining half, you won’t. Can’t you? DAM accesses those links, which needs to be changed with the new logo.
DAM demands commitment. Hence, only a true leader or person with leadership abilities can pursue the task on a daily basis. He can encourage the team to categorize the content they produce and do all important activities for the smooth workflow on DAM. Only DAM will provide structured content and sideline any trouble or confusion in the future regarding old content reuse or repurpose. A lot of bloggers, who gave years in creating a great blog site for their readers, lost their entire data when the hosting platform changed the rules or they violated any rules of the hosting platform. When you are hosting on another server, you can expect the changes in rules at any time and without any prior warning. DAM saves you from losing any important data and to continue with the process without looking back.
A lot of bloggers, who gave years in creating a great blog site for their readers, lost their entire data when the hosting platform changed the rules or they violated any rules of the hosting platform. When you are hosting on another server, you can expect the changes in rules at any time and without any prior warning. DAM saves you from losing any important data and to continue with the process without looking back.