A powerful content strategy has become the bullseye of modern marketing. But all too often, marketers miss their target.

We might have the sharpest arrows (content), but without the right bow (technology), it’s hard to aim. Digital asset management (DAM) is the bow that allows you to launch content with precision — and nail your content strategy.

To help you hit more bullseyes, we’ve created the Content Activation Model, a game plan that aligns your DAM system with your overall brand strategy. Our goal is to help you build a stronger brand by using DAM software to its full potential.

It’s no secret that what happens behind the scenes at an organization impacts the experience a customer receives on the front end. Any operational flaw — be it an inefficient workflow, disorganized content library, or lack of data transparency — affects the speed, quality, and consistency of a customer’s experience with a brand. Now, of course, no organization is perfect (and getting the right marketing technology (martech) stack in place certainly takes some work), but it’s often the organizations that leverage marketing resource management (MRM) tools that have the advantage.

Understanding how and when to use copyrighted materials like stock photography, logos, videos, and more can be a full-time job. If you or a team member use a piece of content incorrectly, you could be looking at a fine or even a lawsuit. With new material being created at a rapid pace, having a single gatekeeper to keep track of everything is unrealistic. That’s why many companies are turning to digital rights management tools to keep tabs on their digital content.

The range of different file types for visual content can make it hard to know which one to use, especially if you’re not a graphic designer. But having a basic understanding of common file types — and when to use them — is a good skill for any marketer to have.

Let’s start by taking a look at four common file types: 

If you manage content, brand, or marketing operations you have a wide range of business needs for using digital asset management (DAM) software. Sometimes it can be hard to justify the new or continued investment in technology, but the return on investment (ROI) for DAM is there. It can help you streamline content operations, protect your brand, and overcome e-commerce content challenges.

Of course, everyone knows money will be saved if you can “overcome content challenges,” but how much? You need to be able to calculate the ROI for your DAM investment to show how it supports your strategic initiatives. Before we show you a few ways to calculate ROI for DAM, let’s start by building a business case. 

Instead of a physical retail shelf full of choices, the digital shelf is made up of every customer experience your buyers have with your product — search results, mobile apps, websites, social media, in-store shopping, etc. If you want to win on the digital shelf in e-commerce you need to stock every location with high-quality product information. 

This change from physical to digital is challenging for some, but it also presents a big opportunity. You now have more control over the appearance of your product and story (e.g. branded videos and 360º photography). To start stocking your digital shelf, identify and prioritize your most important products, clarify price points, invest in search engine optimization (SEO) strategy, and garner as many reviews as possible. 

Managing content is complicated. Keeping track of where files are stored and which version is the most current can be a time-intensive challenge. Storing files in a central platform, like a digital asset management (DAM) system, can help teams keep content organized and easy to access. 

But not all DAM systems have the same functionality. Perhaps you’ve been using a DAM system for several years but it hasn’t scaled with your business growth. Or maybe it doesn’t integrate with your new marketing technology. Or it could be that you need better customer support across your global offices. Whatever the reason, if you decide to switch to a different vendor you’ll need to migrate content from your existing system to a new platform — which is no small task! Let’s explore how you can set yourself up for success.

Consumers today expect relevant, meaningful, consistent experiences at each and every intersection with a brand. If a buyer purchases a product via an Instagram ad, they don’t want an email days later pushing the same item. They want smart communications, personalized content, speed, and an all-around reliable and cohesive brand experience. 

The problem is this caliber of experience isn’t easy to deliver. Marketing technologies address different pieces of the omnichannel puzzle, but stringing solutions together to work as a cohesive, data-driven marketing technology (martech) stack is often a challenge. That’s why industries and user types of all kinds are turning to the next generation of marketing technology — the digital experience platform (DXP). 

As a company changes and evolves, so does its brand. After all, a brand is more than just words and images ⏤ it’s the identity of your organization. And memorable, cohesive brand experiences are built with current and approved brand assets. 

Digital asset management (DAM) systems help teams bring their brand to life with tools to centralize, organize, and distribute photos, videos, logos, and creative files. In essence, a DAM platform can be the gateway to your organization’s brand story. 

That’s why it’s important to infuse your brand across the look and feel of your DAM site. Not only is it an opportunity to remind your stakeholders who you are and what you stand for, but it helps embed your DAM site in your organization’s DNA — which encourages system adoption and long-term user engagement. 

A brand is more than a name on a label or a logo on a website; it’s an identity. It’s what companies use to distinguish themselves from every other business out there. Just as humans embrace a certain style, have a unique personality, and carry themselves in a particular way — everything a brand does, says, and conveys helps define who that company is and what they stand for. 

But brands are delicate. Consistency, quality, and the all-around experience a brand delivers impacts customer perceptions. One wrong step and a brand’s reputation is at risk. As a result, companies of all shapes, sizes, and caliber are adopting brand management practices to safeguard their identity and control their company’s narrative.