Your Content Marketing Needs a DAM Makeover
Content marketing’s proven itself as an unbeatable driver of the stuff marketers’ dreams are made of: leads, brand awareness, customer engagement and ROI.
As audiences grow more distracted and discerning, high-value content is no longer just another marketing alternative — it’s a necessity. It’s no wonder, then, that savvy marketing pros are embracing it, full force.
9 in 10 organizations market with content
27,000,000 content pieces are shared each day
71% of marketers are increasing their content marketing spend in 2014
3 Per dollar spent, content marketing generates 3 times as many leads as traditional marketing
“Content marketing has reached a perfect storm. Every major brand has embraced content media leading to higher quality, higher impact and higher ROI.”
Lori Rosen, Executive Director, Custom Content Council
But not without
Successful content marketing hinges on a consistent stream of fresh, value-packed content, published on a frequent basis. That leaves you with a growing need for more content in a shorter time-frame.
As you manage that need, wrangling scattered digital assets can be a tremendous resource- and time-suck. It’s like manning a construction team with no contractor. Ain’t nobody got time for that!
70% of marketers produce more content now than a year ago.
13 - average number of content tactics used by marketers, from articles to infographics, videos, and more.
13 - average number of content marketing initiatives marketers are presently working on.
“Successful marketers have realized that (duh!) digital content and asset agility is absolutely essential.…To function like a media company, the ways we manage our digital assets simply have to change, as well.”
Robert Rose, Chief Strategist, Content Marketing Institute
Once you’ve defined your strategy and goals, the execution process goes like this:
- Plan and Curate
- Define key brand messaging, content focus and calls to action.
- Build your editorial calendar.
- Curate third-party, partner and customer-generated content that supports, informs, or complements your own.
- Create and Repurpose
- Write, rewrite and optimize content.
- Manage review cycles for speedy approval and accuracy.
- Repurpose and adapt content for different audiences and vehicles (e.g., convert a blog post into a video, series of tweets, or infographic).
- Converse and Listen
- Listen to customers, prospects, influencers and competitors.
- Make note of content elements that trigger a strong response or no response at all.
- Talk with your audience, clarifying their feedback and giving them more of what they want.
- Measure and Learn
- Track which content was published when and where.
- Gauge audience response and its alignment with business goals.
- Apply learned lessons: Decide what to stop, start, tweak or continue.
Then rinse and repeat
But how do you navigate this process without losing your mind, wasting resources, or making mistakes?
Enter: Digital Asset Management (DAM)
“The most important factor in succeeding as a content marketer is to acknowledge that your content is a business asset and worth managing efficiency and effectively.” Scott Abel, The Content Wrangler
Successful content marketers act like media companies, managing digital assets as one would
manage their money: closely monitored at a central repository, and accessible on-demand to the right people, anywhere, anytime.
How do you get there? Give your content marketing a DAM makeover, and take your strategy from messy to masterful, from wasteful to profitable.
Here’s a snapshot:
Content scattered and stored on email, hard drives, vendor servers, and who knows where.
Teams and vendors unable to access the assets they need at a moment’s notice.
Inability to discern which content was used when or where, or how to best repurpose it.
Stunted workflow and bottlenecks fraught with lost emails, slow approvals, missing or competing file versions.
Limited visibility into content changes and usage.
Content housed and monitored in a central repository.
Content assets are easily searchable and accessible by key people, anytime, anywhere.
Ability to track, leverage and repurpose existing media on-demand.
Less time from conception to publication with speedier review and approval, and fewer errors.
Greater control over content versions, brand guidelines, asset expiration and usage restrictions.
Agile content marketing that lets you do more with less effort? That’s a good DAM strategy.
Want to learn more about implementing DAM for your business? Request a demo from Widen today.
Sources: Content Marketing Institute | Marketing Profs | NewsCred | Custom Content Council | Convince & Convert | Curata