In the world of digital asset management (DAM), embed codes are an unsung hero of sorts. While your DAM system is storing, organizing, managing, tracking, and analyzing your digital assets, it’s the embed codes that makes sharing these assets a piece of cake — or pie if you prefer.
The use of embed codes makes it possible for you to share your digital assets, also referred to as visual content, across all platforms easily and seamlessly. To engage your audience, you use visual content whenever you can especially on the web. Finding the right content to use, modifying it to fit your web content and then placing it is very time consuming and typically requires a skilled web designer using multiple tools.
By using DAM and embed codes, you can simplify this process and share visual content quickly across all platforms. Your master file is served from DAM and any updates to that asset is updated everywhere it is published. This gives you control from your central content hub that you never had before. Update once, publish everywhere - automatically!"
Let’s take a look at three major types of visual content that can be shared with embed codes.
Using embed codes with images
In the Widen Media Collective, we use dynamic image embed codes, which are links designed to automatically provide custom image sizing when you share an image on your website, blog, ecommerce site, in email marketing initiatives, and more.
One of the big benefits of using embed codes is the fact that you can use the same code for an image anywhere the image is located -- whether on one web page or 100 affiliate sites. When you update the asset in your DAM system, the image is automatically updated anywhere the code is locate. The embed code takes the original image and delivers it where you want.
When using an embed code, you can maintain one link to manage versions and gather all the analytics across platforms.
When it comes to working with partners who don’t have access to your DAM system, you can simply share embed codes with them for their content marketing needs.
The anatomy of an image embed code
So, what does an embed code look like? Each embed code is actually a URL, or link. Let’s dissect one of these URLs (ie. embed links)…
Content delivery network magic
As we mentioned, the “magic” of embed codes is the fact that they always point back to the master file (asset) in your DAM system. When you update the master file, the embed code automatically redirects to it and replaces the old image with the new.
This process is referred to as a content delivery network (CDN), and it’s used by visual content organizations like Netflix and Pinterest.
Centennial College in Toronto is the top user of Widen’s image embed codes, with over 141 million image embed views in 2015.
They depend on embed codes so much that they wrote an integration into their Umbraco open source Content Management System (CMS) so their web designers can search the Media Collective and pull in dynamic image embed codes.
Below, you can see Centennial College’s preset list of six different image embed code sizes for different sections of their website.
In addition to these presets, they can also choose dynamic image embed codes, which offer a high degree of configuration by size, quality, retina and SSL, cropping, and padding.
Using embed codes with video
For video embedding and linking, the Media Collective offers a flexible video player that’s incredibly easy to implement.
Our video player supports HTML5, offers multiple video resolutions, and allows for custom video theaters and controls. We’re also preparing to roll out additional video features, including more robust video analytics and more collection layouts.
Video is one of the best ways to create an emotional connection with your audience. According to Vidyard, a leading video marketing platform, “71% of marketers say video conversion rates outperform other marketing content.”
Since it’s so powerful, it only makes sense to house your video content in your DAM system, making it easier for you to extend the value of your videos across different customer touchpoints.
A cleaner interface, and the ability to automatically update video content (if it’s been revised in DAM), are two big advantages to using DAM and embed codes to share your videos.
There’s also a third, equally important benefit: it keeps your visitor on your website or blog.
When you use YouTube or some other video publisher as your source, you lead customers away from your website or blog, which is non-optimal. Once you have someone on your site, you want to keep them there, not fracture the connection by leading them to YouTube.
One of our clients is JASCO, a company that develops, markets, and distributes GE-branded products — from night lights to the connected home. They’re also a top video embed code user.
JASCO loves using video embed codes to promote products on their website and microsites because the video player is very clean and neat, resulting in an excellent user experience.
As with images, the Media Collective’s video embed code is dynamic and responsive. And, it includes a good minimum set of analytics to help you understand video performance across multiple websites.
Using embed codes with documents
Document links are useful in areas like your web CMS, community support center, knowledge base, sales enablement resource portals, and email marketing campaigns. With a robust DAM system like the Media Collective, you’ll find multiple, easy-to-use settings for document embed codes. You’ll also find solid support from our team for managing and sharing documents, ensuring there’s always a helpful hand when you need it.
When referring to embed codes and documents, keep in mind that PDF content — such as infographics, whitepapers, e-books, and more — is included in this.
Like with images and videos, when you change the master document (asset) in your DAM system, the embed code automatically redirects to it and replaces the old document or PDF with the new.
VitalSmarts corporate training uses document embed codes for almost all of their marketing resources.
Their small web team of two likes the fact that they ONLY need to maintain PDFs in one place, but can share them online, in email marketing automation, and in 1-to-1 sales communications.
VitalSmarts has four different document share settings for their PDFs:
- Document View and Download
- Document View (No Download)
- Thumbnail Preview
- Asset Download (Download Only)
This gives precise control over how visual content gets shared.
As you can see, embed codes do a great job of sharing the visual content in your DAM system. Beyond sharing, use of embed codes also streamlines and automates a time-consuming task (uploading and downloading assets), which frees up your team to work on what we like to call “the good stuff,” like creating new content, connecting with customers, and building your brand.
Request a demo to see for a deeper dive into the Widen Media Collective.