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Serai Schueller

Serai Schueller

Serai Schueller is a regular content contributor to Widen.com and DigitalAssetManagement.com. After journalism school and a short, somewhat-regrettable stint as a seaweed-barge driver, Serai dove headfirst into the world of marketing. Thirteen plus years later, a few kids, and an “I heart grammar” coffee mug, Serai is just as enthusiastic about helping brands navigate the digital space as she was on day one. From Patagonia, Almay, and Allstate to Disney, Suzuki, and numerous SaaS technology companies, Serai's background has shaped her writing and content-first approach to marketing.

Recent posts by Serai Schueller:

The Guide to Sales Enablement

by Serai Schueller, December 19, 2022


Selling is hard. The roller coaster of wins and rejections alone is enough to make the most seasoned sales professional consider running for the door some days. But ups and downs aside, there’s a lot of “stuff” standing between a salesperson and their sale. 

Competition is fierce. There are internal dynamics to navigate. And with so many channels and touchpoints, sales has to work extra hard to shape positive and consistent buyer experiences. Plus, they have to communicate really well. They must tell their brand’s story using content that’s compelling, convincing, and relevant to buyers at each and every stage of the customer journey. It’s no easy feat, especially if marketing and sales teams aren’t totally aligned.

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Topics: Marketing, DAM

A Guide to Marketing Collateral

by Serai Schueller, November 9, 2022

The use of marketing collateral is not a new strategy. Yet, the concept and execution itself is worth revisiting every now and again. Like most things, it’s not static. Business environments, new technologies, and consumer trends all play a role in how customers respond to marketing collateral and how businesses use it. So what better time than the present to rewrite definitions, reassess best practices, and re-evaluate if you’re really getting the most out of your efforts? 

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Topics: Marketing

DAM vs. ECM, and Which is Right for You?

by Serai Schueller, October 17, 2022

In this day and age, we seem to have more of everything. As consumers, we have more gadgets, products, and services than we know what to do with. As businesses, we rely on more and more content than ever before to communicate with our audiences. And the data, ohh the data! Keeping digital experiences updated with on-brand materials, relevant content, and accurate information is enough to drive anyone in circles. 

With all this “more” piling up, how do you keep your content and information organized and accessible for the people, teams, and partners that need it most?

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Topics: MarTech

Marketing Resource Management

by Serai Schueller, October 13, 2021


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.

 

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Topics: Marketing

Digital Experience Platform

by Serai Schueller, September 28, 2021


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). 

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Topics: MarTech, Integrations

SaaS vs. Hosted vs. Hybrid vs. Open Source DAM: Which Is Right for You?

by Serai Schueller, September 7, 2021


When it comes to digital asset management (DAM), there’s not a one-size-fits-all solution. Your business has different needs, workflows, priorities, budgets, and resources than your neighbor, so finding the best solution comes down to what is right for your organization.

Before getting too far in the evaluation process, take some time to understand what you need out of a DAM solution. Only then can you figure out which DAM delivery model will best help you achieve your goals.

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Topics: DAM

Product Information Management

by Serai Schueller, August 6, 2021


E-commerce wouldn’t exist without product information; plain and simple. The problem is there’s a lot of quality information needed to support a single product. A digital buyer can’t take a product off the shelf, feel its weight, and experience it in the same way they can in person. They rely on the information they read, see, and hear about a product online — the product’s specs, text about its benefits, how-to videos, images, and so much more. 

Organizations need accurate, robust, up-to-date, compelling product information to compete (and ultimately win) in the digital arena. Managing all of this information is challenging without the help of product information management (PIM). Today we’ll discuss what PIM entails and how it’s helping a wide range of organizations and roles harness the true power of their product information to find greater e-commerce success. 

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Topics: PIM, e-commerce

The Essential Guide to Visual Content Marketing

by Serai Schueller, March 30, 2021


These days, you can do some pretty impressive things with content. However, you’re not the only one using content to win the attention and mindshare of audiences. Thanks to the success that content marketing has seen over the years, there’s a lot (and we mean a lot) of competition out there. For example, there are over 4.2 million blogs written each day. Pair that with the nearly 1.8 billion websites out there — and you have a lot of content to contend with.   

To break through the noise, you need to add some horsepower to your content marketing efforts by incorporating visual content. To help you do this effectively, it’s important to know the what, why, and how behind it.

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Topics: Featured, Content, Marketing, DAM

Words of Wisdom for a Successful DAM Implementation

by Serai Schueller, November 30, 2020



Implementing a DAM system can feel like a big undertaking. For many organizations, this process is uncharted territory! But have no fear. Many others have been in your shoes, wrestling with the complexity of it all, and lived to tell their stories. In fact, they have some pretty sound advice. Check out what these nine implementation survivors have to say about the key to a successful DAM implementation.

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Topics: DAM, DAM Implementation

Important DAM Metrics to Measure Performance

by Serai Schueller, August 26, 2020


Being able to leverage your content from a centralized location is one thing, but being able to optimize it based on how it’s being used is another. This ability extends the value of your digital asset management (DAM) system and ensures your teams can collaborate, coordinate, and control your brand across its entire content lifecycle — from creation to archive. 

Data-driven decisions are one of the key DAM success factors and should be leveraged to maximize your DAM investment. These decisions are also pivotal to your brand’s success. Informed by the right DAM metrics, you can foster a more mature brand that excels across all five brand management pillars: strategy, people, process, technology, and impact. 

So how can you reap the benefits of your content data? It starts with understanding exactly what it is, where it can take you, and how to use it.

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Topics: Content Analytics

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