Quality content is a powerful market differentiator. It can help organizations resonate with consumers, strengthen their brand perception, and ultimately drive revenue. It’s no wonder that demand for outstanding creative work — from photography and graphics to copy and video — is at an all-time high. Organizations seeking to bring velocity to their creative workflows are increasingly turning to digital asset management (DAM) solutions, to store, organize, and manage their content.
Seven of the benefits of digital asset management are:
- Eliminate the cost of lost or misplaced work.
The perpetual need for marketing content means new assets are always being created. But having more files can mean it’s easier to misplace them. DAM solutions virtually eliminate the costs associated with recreating lost materials — once they are stored in the system, they are secure and easy to retrieve.
- Accelerate creativity and production cycles.
A variety of DAM tools bring efficiency and agility to content creation. Version control, on-the-fly conversions, and workflow approval functionality reduce time spent on manual tasks — to expedite and enhance creative production.
- Streamlined distribution.
DAM platforms give stakeholders the information they need, faster. Internal content collaborators, sales teams, and external partners can all have instant access to materials in a self-serve environment. And integrations with other marketing technology (martech) platforms can further automate and enhance distribution processes, across channels and other systems.
- Reduce workflow redundancies.
By providing a complete picture of available content, DAM systems can extend the value of assets through reuse and repurposing. Further, DAM facilitates cross-team collaboration and reduces the possibility of costly miscommunications.
- Maintain brand consistency and brand integrity.
DAM solutions help ensure all team members are using the same, on-brand files. By directing everyone to a single content repository with simple search tools, marketers can curtail the use of outdated or low-quality file versions. This consistent use of the right content helps ensure cohesive brand messaging at every customer touchpoint.
- Permissioned access.
Governance tools allow DAM administrators to control how different user groups can interact with assets. This allows organizations to restrict access to sensitive content or limit download privileges on certain files.
- Improve measurement of return on investment (ROI).
DAM systems often include analytics tools that track who is using which assets — when, where, and how. This data can be used to inform system optimization and influence important content strategy decisions.
As the central source of truth for marketing assets, a DAM system streamlines and manages the content lifecycle — from creation to preservation. And it creates workflow efficiencies that help teams expand their productivity in support of larger business goals. of the Widen Collective® today, to discuss how digital asset management can support your unique business needs.
Note: This article was originally published in January 2011 and is updated yearly to remain current.