Smart businesses of every kind know that they need a content strategy to succeed in the information-overloaded world of today. They need a guiding beacon, a grand vision that’ll steer the development, delivery, and management of their content. But where do you begin?
For starters, take the guesswork out of your content strategy by using your digital asset management solution to inform your plans. Here are four easy ways to do that!
1. Inventory your content to identify gaps and redundancies.
Rather than hunting down your organization’s digital assets across servers, shared drives, and (dare we say) drawers full of CDs, reference your DAM system for a comprehensive look at your content library. With one central location, you can quickly catalog your assets and identify gaps and redundancies across content categories like format, topic, brand consistency, and message. Establishing a baseline will help you define the direction of your content strategy by answering questions like:
- What type of content are you missing that your audience needs?
- Are you communicating your intended message?
- Does your content look, feel, and sound how it should?
- Do you have duplicate content? Are duplicates intentionally serving a different audience?
- Are you over serving one persona or neglecting your primary target?
2. Learn from past content wins and loses.
Analyze the quality and effectiveness of your existing content to understand how you can make your future content more useful and usable for your audience. Conduct an audit, or systematic review, to organize, evaluate, and measure which assets and initiatives have or have not worked in the past. Audits can take on a life of their own, so focus your efforts by identifying specific hypotheses to prove or disprove with quantitative data. At Widen, our Insights app helps our customers make data-driven marketing decisions about their content via analytics like:
- Cross-platform stats: Track content performance for the entire lifecycle of an asset, from inside the DAM platform to out in the digital universe to retirement.
- Engagements: Track user interactions like asset downloads and orders, embed views, share views, and video retention.
- Intended use: Learn why assets were downloaded or shared by activating intended-use tracking.
- Search patterns: Gauge asset popularity and findability by tracking how your internal team searches for assets in your system.
- Microdata: Track activity by visitor, website, global region, time, and more.
- ROI: Integrate your DAM solution with other tools, like HubSpot, to deepen your tracking and optimization capabilities.
When you make blind assumptions about the wants and needs of your audience without the data and research to back it, your content strategy is doomed before it’s even left the parking lot. Using your DAM system as a discovery tool can facilitate audience research and user testing that’ll help you understand the strengths and weaknesses of your content, as your audience sees it. We recommend using our Portals app, a turnkey solution for creating code-free microsites, to test audience perceptions of content characteristics like:
- Essence: Create a mood board by curating brand assets and ask a sample of your target audience to explain how the content makes them feel.
- Findability: A/B test landing page variations to understand audience navigation and search patterns. Consider pairing tests with a website optimization tool, like Visual Web Optimizer (VWO), to harvest deeper visitor research.
- Comprehension: Populate various assets, such as instructional videos and downloadable guides, then issue a survey to compare which format is easier to understand.
- Favorability: Create competing landing pages with unique messaging to test which version converts better.
4. Identify people and process challenges.
Many problems associated with content are there because of the people and processes that facilitate the creation, publication, and management of your content. Use your DAM system to inform and refine best practices for workflow, processes, resource needs, and governance. Here are a few ways to leverage your DAM system to identify people and process areas that need a little love:
- Identify interviewees: Evaluate user-specific stats, such as login data, to identify your power users. Interview them to discover broken processes, communication and tool gaps, and pain points.
- Insights: Evaluate efficiency stats, such as downloads per search, to understand how your content library meets user expectations and how efficiently your team can find what they need.
- Microtests: Methodically test and measure the impact that workflow changes, such as admin approval settings, have on quality control.
- Tools: Consider every touchpoint in your content lifecycle to identify other software apps and tools that you can integrate with your DAM system to improve the flow and management of content throughout your organization.
Ready to jump in?
Just remember that while your DAM system contains a bevy of data and use cases that can inform your content strategy, content management and the tools that support it also need to be part of your strategy. You must establish guidelines and processes to direct and control how your team manages and uses your DAM system and other content management tools. For more guidance, check out the to kickstart your planning today or for more ideas on how you can use DAM to inform your next content strategy!