The three challenges of digital asset management every marketer needs to know
Your content is at the heart of your brand’s marketing, and for successful brands that content is typically an extensive collection of digital assets.
A digital brand toolkit or digital asset library (or DAM) is therefore mission critical to your marketing operations.
Curating and maintaining a digital library of any size is not without its challenges, which must be met if you’re going to improve efficiency, gain greater control of your brand and help your company grow.
Think about the types, and range, of digital assets that are created and then shared across your organisation and with your external stakeholders. Your marketing team collaborates on the creation of videos, images, social media content and advertisements, while other teams generate content such as documentation and agreements.
Then there’s your network of external stakeholders, they may be the ones putting the promotion together,
🎗️ e.g., a journalist writing about your destination for a travel magazine or a reseller promoting your products. Your content needs to be available to all of them on-demand.
When you have a digital asset library that’s filled with valuable content, it’s like having access to a brand goldmine for your team and your collaborators. But if you can’t access the gold in an efficient and practical way, you can’t realise that value. It’s not enough to just create and store your digital assets; you need to be able to leverage them with optimal efficiency to realise maximum benefits.
What we’ve learned in our experience is that when it comes to effective management of a digital asset library, there are three key pain points that every organisation must deal with:
3 key pain points
- Finding content
- Rights and usability
- Sharing and distribution
These difficulties are in fact so common and proliferate that we decided to take a close look at the three core jobs to be done when curating and managing digital assets.
How bringing a Digital Asset Management (DAM) on board will help you and your team to become unconstrained and more efficient. We looked at:
Why finding content can lead to a trip down the rabbit hole
This is one of the most common - and most frustrating - pain points faced by many brands. Your brand content is stored in haphazard ways, there’s no consistency with naming conventions, and doesn’t have the right attributes or expiry dates attached to the files. None of this is conducive to efficiency, accuracy or productivity. Your team should be focusing on high value tasks, not spending hours trawling that old, complex and frustrating file system.
The struggle to get the rights ‘right’
Many of your digital assets will be restricted in how they can be used. It’s important for you and those you’re sharing your content with to understand at a glance the legal usage rights, ownership/attribution, approval and usage rules. If you share or use images without the correct permissions, the consequences can be time-consuming and often costly.
Helping people to help themselves - efficiencies in image sharing and distribution
There are plenty of others wanting to tell your brand story -; customers, partners, suppliers as well as the media. If they can’t quickly and conveniently get official brand content from your marketing team, they’ll find another unofficial source.
Bonus: Leverage data for analysis and insight
A DAM solution will not only solve the above three pain points it will also provide you with data and metrics. The value of data-driven insights is something that organisations across all industries recognise as essential for future growth.
There’s no doubt that the proliferation of digital assets has created many new opportunities for brands eager to capitalise on the marketing potential of technology-based assets and campaigns. But unless those assets are controlled by an effective DAM solution that can handle the scope, nature, and complexities of a digital asset library, your brand won’t realise the full potential of those assets or be able to leverage them effectively.—
Download the eGuide
Get the full story in our eGuide (downloadable PDF) titled - A Brandkit Guide to curating and managing your brand content
Happy branding :)
The three challenges of digital asset management every marketer needs to know
How to achieve a consistent brand story and reduce asset management time.
