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The Content Activation Model: How to hit the DAM bullseye with your content strategy

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A powerful “content strategy” has become the bullseye of modern marketing, but too often, marketers miss their target.

We might have the sharpest arrows (content), but without the right bow, it’s hard to aim. Digital asset management (DAM) is the bow that allows you to launch content with precision -- and nail your content strategy.

To help you hit more bullseyes, we’ve created the Content Activation Model (CAM), a game plan that aligns your DAM system with your overall brand strategy. Our mission here is to help you build a stronger brand by using DAM to its full potential.

Why is DAM so critical today?

DAM, our proverbial bow, helps professional communicators use their assets/content strategically. It powers a content lifecycle that enables marketers to:

    • Create and capture the new content that connects to the overarching brand story.
    • Manage and organize existing content so your brand can be agile and responsive to market opportunities.
    • Share and distribute relevant content to connect with your audiences across all channels by providing all teams, partners and sales networks access to the content they need.
    • Track and analyze the success of content so you can make better digital marketing investments into the future.
  • Generate ROI from digital marketing by continuously improving your content strategy.

The Content Activation Model

The content activation model

If DAM really can deliver on all those promises, the question is how? To help you execute an effective content strategy, we created the Content Activation Model. It has six steps:

  • Research helps you determine what content to create. Much like the scientific process, marketing research begins with a hypothesis that you wish to test.  Past experiences, models from other companies, emerging technologies and new ideas will all feed into that hypothesis. It might take a question form like, “What if we did [something awesome]?”
  • Creation is the process of developing new content. This includes graphic/web design, photography, videography, writing and more. The hypothesis gives you a clear purpose and direction for the visual content story.
  • Curation is the process of gathering existing content that can be added to your story. This might include music, memes, and user-generated social content. Make sure you have permission to use it!
  • Context is all about answering the question “Why?” Why are you putting this content out on the web? As an audience member, why would I pay attention to your campaign and take action? Context is about giving your story a higher purpose than ROI.
  • Action is about putting your content and strategy to work. You deploy your content to a medium where you can measure shares, views, downloads and other metrics.
  • Insights gives you a look into how the content performs and the value it provides to your audience and organization. Did you connect with people? What actions did they take? Why did you get these results and how could you improve on them?

This model is a simple, clean way to look at your content strategy. What follows are thoughts on how to make the Content Activation Model work optimally.

DAM at the core of content operations and experience

DAM at the core of content operations and experience

DAM supports the Content Activation Model by enabling your teams to run your content strategy with efficiency and organization. You’ll see that the primary functional areas of digital asset management pair nicely with the Content Activation Model.

  1. Governance allows you to control who can see what content. The key is to understand the content needs of your stakeholders.
  2. Workflow supports the creation and supply of content with the appropriate tasks, triggers and notifications to move the creative process from concept to completion.
  3. Search functions allow you to quickly find your content. The top two problems that DAM solves is being able to FIND what you have and provide ACCESS to the people that need it. Powerful search is critical.
  4. Metadata is what defines, describes and protects your content. It makes content findable. It also helps you protect rights and releases
  5. Processing functions allow for repurposing, sharing, linking and publishing. These are the special capabilities that prepare your content for action. There are many other processes that DAM handles, like automatically converting files to other formats.
  6. Tracking offers insight into site engagement and asset performance. It provides analytics on how your content is accessed, used and consumed.

Content activation model and DAM

Using the modern Content Activation Model, along with the functional areas listed above, ultimately provides greater visibility, access and control of all of the visual content in your DAM system. Following the model and functional areas also results in a framework for thinking through the necessary processes, competencies and tools needed to execute your content strategy. Align your content and strategy to promote your brand in an efficient and effective way across all carriers.

Great content strategies aren’t a matter of chance. You need the right bow and arrows. If you’re aren’t hitting the bullseye, it’s time to step up your DAM game.  

What do you think of the new content model and the role of DAM as the foundation to content activation? I’d love to hear from you! Tweet @JakeAthey or leave a comment.

Stay tuned for more detailed case studies to come.

Contact us to schedule a consultation for how it can apply to your business.

Topics: Featured, Content, Marketing

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