For a global business, a lack of effective content management can be the cause of many issues.
Sharing assets across multiple territories can be slow and unreliable, not to mention insecure if you’re using a platform like Dropbox or Sharepoint. Likewise, if you’ve experienced delays getting content out because your assets are stored in the wrong place, or they’re not available to the right people, then you probably appreciate the need for a Digital Asset Management (DAM) platform.
Before you decide to initiate a DAM implementation project, regain control of your marketing assets. This may seem daunting, but with these 4 pointers, you’ll get a sense of the scale of the problem and, best of all, it’ll inform the type of solution that you need.
1. UNDERSTAND HOW MUCH CONTENT YOU HAVE
First things first, challenge your teams to store all marketing assets produced in the last 12-24 months, and any other files used on a regular basis, in a single location. Ask them to include raw and all final files. You may have to get in touch with agencies and freelancers but you’ll now own your media assets.
This will give you an idea of the size of your existing marketing assets and has the additional benefit of getting your teams to store assets in a centralised location that everyone can access (and that’s half the battle).
Next, ask your teams for a projection of what content they will create in the next year to get an estimate of how much your asset library will grow.
2. IMPROVE YOUR SEARCHABILITY
As you do step one, it’s also worth thinking about naming conventions. If you want your team to access files quickly and efficiently, they need to be able to search for them. This requires the right taxonomy i.e. naming conventions. This could include Year, Month, Campaign name, File type or anything that makes sense for your business. This will get the team thinking about cataloguing content in a systematic manner.
However, without a DAM you are limited to a folder structure which is restrictive and means the file can either live in one location or must be duplicated, taking up additional storage space.
3. DETERMINE WHO, WHAT AND WHY
It’s incredibly insightful to understand who is accessing your marketing assets, and most importantly, where and how marketing assets are being used. This will help you understand who needs access to which files and their purpose. Also, it can also help you police who has access to your assets.
For additional insight, ask them what their biggest obstacles are in utilising the content they need. Typically, it’s locating the file they are looking for.
Finally, speak to your team to get an idea of how assets are being used. Are they spending an inordinate amount of time repackaging assets? Resizing files for different channels? Making clips for short-form content?
Understanding this will inform what integrations you need with your DAM platform and it can also indicate which workflows you should be automating, which has the power to save your team hours.
4. CALCULATE HOW LONG ITS TAKES TO LOCATE ASSETS
This is the key to building your business case for a DAM. Determine how long it takes people to locate assets. Include time spent responding to requests from other teams, searching for images, resizing and reformatting images and so on.
Ideally, individuals across the business should be able to self-serve and find assets quickly on their own but this requires assets to be searchable and held in one central location that is accessible to everyone.
Take your next step
Using the pointers above to overcome your content management issues is a good start. It will help you create and streamline processes, get your team approaching content management in a unified manner and ease the process for implementing a DAM.
Eventually, as your business grows, you’ll want to consider getting a DAM. Get a head start and look at what the Imagen platform has to offer your business.