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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:

Omnichannel Marketing: What It Is, Why It Matters, and How to Use It

by Serai Schueller, September 7, 2020

Consumers today have continual access to content across devices and channels, making it hard for marketers to cut through all the noise. Creating a quality product at an affordable price is no longer the only factor in a customer's purchasing decision. Brands need to meet customers where they’re at — wherever that may be.

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Topics: Marketing

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

The Importance of Brand Consistency

by Serai Schueller, August 20, 2020


Every year Forbes publishes a list of the world’s most valuable brands. These companies span a wide range of industries, products, services, and solutions. But one thing they have in common is that they all have mastered the art of branding.     

Branding is the creation and coordinated use of names, logos, slogans, designs, and other attributes associated with a company or product. Brands also use emotional elements, like photography and videos, to establish and nurture relationships with their consumers. The better the relationship, the better the brand recognition.

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Topics: DAM

Managing Your Brand To Win the Customer Experience Race

by Serai Schueller, August 12, 2020

Gaining the Competitive Advantage With DAM white paper cover.

Marketers today can no longer win on price or quality of offering alone. The competition is just too fierce. It seems there’s always another brand doing it better, quicker, and with a more steadfast method for keeping customers coming back for more. 

So what’s the answer? To gain the competitive advantage, you must adopt a customer-first approach that puts experience at the heart of your strategy. No matter when and on which channels people encounter your brand, you must deliver the same positive, superior customer experience each and every time. 

To do this, you need to strategically manage the content you use to communicate your brand. By doing so, you can act smarter and move faster to facilitate deeper audience connections, inspire action, and ultimately deliver a customer experience that’s second to none. Here’s what you need to know. 

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How Agile Teams, Assets, and Processes Power Faster Content Marketing

by Serai Schueller, July 31, 2020

Header banner with Digital Assets Should Be Agile, Not Fast white paper cover preview.

Marketing organizations today are in constant competition to deliver the absolute best customer experience possible. But in a mad dash to achieve excellence, many businesses fall short. They are focused more on speed for the sake of speed, rather than ensuring their teams, assets, and processes can move more nimbly — and therefore more quickly when their customers need it most.

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Topics: Content, Marketing, DAM, Content Strategy

[Toolkit] Find Your Way to the Right DAM Solution

by Serai Schueller, July 24, 2020

Welcome. There’s not a doubt in our minds that you are here for a good reason. There comes a time in the digital asset management (DAM) journey where you just know there has to be a better way. Whatever finally pushed you down this path — the unrelenting search for assets, the lack of brand control, the broken workflows, the sheer chaos of it all — you’ve taken a step in the right direction. 

So now what? You’ve started down the path to find the best DAM solution. There is a lot to think about before you sign on the dotted line. DAM is an investment of time and money, and you need to make the absolute best choice for you, your teams, and your business. 

That is why we are excited to bring to you (and all DAM explorers out there), The DAM Evaluation Toolkit. Step-by-step, exercise-by-exercise, we give you the tools you need to find the right DAM solution. 

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Topics: Marketing, MarTech, Change Management

How to Manage Stock Photos in Your DAM System

by Serai Schueller, July 8, 2020


Want a surefire way to make your legal team love you? Learn how to properly manage stock photos and other licensed assets with your digital asset management (DAM) system.

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Topics: DAM

How an RFP Fits Into the DAM and PIM Buying Process

by Serai Schueller, April 8, 2020


Shopping for a digital asset management (DAM) or product information management (PIM) system is tough. There are a lot of vendors and a lot of solutions to sort through. However, with an organized and thoughtful request for proposal (RFP) process in place, you can set yourself on the right path to finding the best solution for your needs. 

So, where do you start? The first step is to understand the ins and outs of the RFP — what it is, how the process works, and what goes into writing an RFP that’s actually effective. Today we’ll cover all of this and more. 

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Marketing Collateral and What It Means

by Serai Schueller, March 2, 2020

The use of marketing collateral is not a new strategy. Yet, the concept 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

The Guide to Sales Enablement

by Serai Schueller, December 30, 2019


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. But ups and downs aside, there’s a lot of “stuff” standing between a salesperson and their sale. Competition is fierce. There’s internal dynamics to navigate. And with zillions of 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 in the customer’s journey. It’s no easy feat, especially if marketing and sales teams aren’t totally aligned.

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DAM+PIM: Creating Highly Compatible and Quality Customer Experiences

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