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Delivering Content With DAM Technology – David Anthony

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 Delivering Content With DAM Technology – David Anthony

“Our main goal with implementing the DAM was distribution. How is this going to surface on the web? On our mobile apps? That was really our goal.” – David Anthony, Technology Consultant

Family Talk’s digital asset management (DAM) platform effectively stored and organized their digital assets. However, it didn’t have the functionality to help them deliver their content via the web and other digital channels. That’s when David Anthony got involved. David is an independent technology consultant that helped Family Talk select and implement the Widen Collective®, and then integrate it with other martech platforms to achieve their content distribution goals. Learn about his DAM journey with Family Talk in this podcast.

Listen to the full episode. Topics include:

Evaluating system capabilities

David shared that when Family Talk began their search for a new, more robust DAM platform, their biggest concern was that they would choose a system couldn’t perform as promised once it was installed. “I was pretty confident that if the systems could do what they said they could do, then we would be alright. The challenge was making sure they could actually do that.”

So they discussed specific use cases with their potential vendors in as much detail as possible. And ultimately, he said, “we chose Widen because we found that reality matched what we were hearing on the pre-sales side.”

Migrating a range of content

Although Family Talk has only been in operation a few years, they have a very large amount of historical radio content. David said that this includes “daily broadcasts that were each 20 to 30 minutes, every weekday for the last couple decades. That’s a lot of volume.”

In addition to these audio files, they had videos, articles, and book excerpts to migrate. In total they had roughly 6,000 assets as part of the initial migration, and have since added more.

And as part of this migration David and the digital marketing team develop a metadata scheme that made sense to current users and was flexible enough to accommodate future growth. He shared, “I think one key is really understanding your content…really understanding what each of those assets are. Are they five second wave files or are they 30 minute mp3s? Are they text-based articles or are they html? What format are they in? How many of each? Looking deep into the content upfront is really important.”

Leveraging the power of Widen’s API

Because content delivery to various digital channels was Family Talk’s biggest priority, they needed a DAM system that could integrate with other systems in their martech stack. David said that this functionality “was one of the key metrics we used in evaluating DAMs and why we chose Widen. The Widen API is just fantastic.”

When they launched the Collective, the integration with their website was in place. Now, David said, “every search, every article, every audio asset that is surfaced on the site comes directly from Widen.”

They also used the API to convert pdf and word documents to a more web-friendly format. They wanted these files to surface on the web at html pages — not as downloaded documents. “What we were able to with the Widen API,” David said, “was extract all of those pdfs, send them off to another service via an API, convert it to html, and then import that html back into the Widen asset as a metadata field. In that way when you search for an asset that happens to be a pdf on the web, you actually get back the html version of that pdf.”

Automating this process, “was a huge time and money saver,” David said. And looking to the future, they plan to use the API to pull audio content from the Collective into their mobile app.

Three key lessons learned

Now that the Family Talk DAM system has launched and is meeting their content distribution goals, David has three pieces of advice to share with other individuals that are approaching their own DAM implementation.

  1. Secure executive buy-in: “You need to present a case of why DAM is important, he said, “and speak the language they can understand.” Demonstrate the value that DAM can bring to the company in terms of new capabilities, and improvements to existing workflows.

  2. Stay in constant communication with your team: “Don’t let too much time go between meetings with the implementation team. There’s a lot that changes really fast especially in the beginning as you begin to migrate content.” Keep information flowing between team members continually, to ensure that everyone is working in synch.

  3. Designate a dedicated DAM admin: “I would definitely recommend if not at implantation shortly after that someone be appointed as the librarian that really owns it and understands everything that you are doing in the DAM. That person should also stay current on different functionality and features that are coming out. Maybe attend user conferences and those kinds of things just to be really connected with what’s going on.”

By installing the Widen Collective with a web integration, Family Talk changed the way that they share their content with the world! A great example of the transformative power of DAM technology.

About the Widen Implementation Podcast

The Widen Implementation podcast is about helping customers prepare for and execute their DAM roll out. Each episode will involve conversations with people who have implemented the Widen DAM solution. It's our hope that each episode will help future Widen customers by giving them a few tips regarding the implementation process.

About our guest

David Anthony is an independent technology consultant primarily serving ministries and other non-profits by providing IT administration, planning, and tech support. He also serves as IT Consultant for the Content Marketing Institute, bridging the gap between content strategy and the various technologies required to execute it successfully. Family Talk is a Christian non-profit organization dedicated to supporting marriage, family, and child-development.

About our host

Bill Banham is a marketing and publishing professional based in Toronto. He is the founder of the HR Gazette and Iceni Marketing as well as the co-founder of the WorkingTech show and the InnovateWork event series. Bill hosts several CPSA podcast shows on topics including social selling and tech, business strategy, and sales strategy.

Topics: Widen Podcast, DAM Implementation

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