In our Digital Asset Management (DAM) Buyers Guide, we provided a 101 on what a DAM solution can do for your organization, how each user group in your organization would benefit, and what you should look for in a DAM solution. Now, we want to dive a little deeper into what insights a DAM solution can help you uncover and how those insights can help you maximize your marketing efforts and increase the ROI of your content.
Time to Market
With a growing number of customer touchpoints, organizations want to get their content to market faster than ever before. But creating content can be really time-consuming when you struggle to find logos, boilerplates and product images—and then ensure those assets are compliant. So, with all of that working against you, how do you start getting your content to market faster?
If you’re looking to reduce your content creation time, you’ll first want to run two simple reports.
- First, run a report on your Top Search Results. What are your users searching for the most?
- Second, run a report on your Searches with No Results. What are your users searching for that they are unable to find?
From there, you can improve the findability of your assets by enriching their metadata to include the search terms found in the reports as keywords. With those keywords in place your users will be able to quickly and reliably find the assets they need in search, decreasing time spent searching for assets and ultimately speeding up your time to market.
In this day and age, the cliché “less is more” has never been more in-style. TV shows showcasing luxurious mega-mansions have been replaced with documentaries about people living happily in tiny homes. Showcasing closets full of clothes and shoes has been replaced by Tidying Up with Marie Kondo.
But does the cliché apply to content? Is less really more? The answer is it depends. Here are some steps you can take and some questions to ask as you decide on how much content your team needs:
- Track how often your content is used internally and externally.
- Compare that usage against internal efforts to help determine whether the project was ultimately worthwhile.
- How many people are actually interacting with (downloading, liking, sharing) your content?
- Which pieces of content are the most popular? Which are underperforming?
While answering these questions and considering these steps, try to identify trends in your answers.
- Subject Matter: Are you finding that certain topics are more popular than others?
- Length: How about the length of the content? Do your lengthier pieces underperform while shorter ones thrive?
- Format: Analyze which formats are most popular. Does your audience engage more with your videos or your blogs? Do infographics perform better than white papers?
From there, it’s up to your team to course-correct your marketing efforts based on your findings. Ensure that you’re taking advantage of your most popular pieces whether that means repurposing all or parts of those pieces in future efforts, creating new content around what your data says performs best, or spending less time creating content that doesn’t resonate with your audience. This is a big undertaking, but taking a deep, honest, data-driven look at your content will only make your future content more effective and more engaging.
If your organization is looking to save money on content creation, try creating less content. We just shared examples of how less can actually be more. More efficient. More impactful. And even more cost-effective.
Instead of spending money and resources creating new content, try reusing and repurposing your best-performing content. Here’s how you can get started:
- Take an inventory of your content. Also, review what you have in your archives.
- Identify which of your assets align with your content marketing goals and can be reused in different contexts or settings.
- Reduce one-off work by reusing versatile types of visuals such as infographics, unique diagrams, and social media images.
Even the most organized marketing teams have fallen victim to rogue/ad-hoc marketing. Avoid falling into this trap by taking advantage of your most popular existing pieces, whether that means repurposing all or parts of it in future efforts. In other words, avoid recreating entirely new content when possible. By following the mantra of “quality over quantity” when it comes to your content creation, not only will you see a decrease in the cost of your content creation but also an increase in its effectiveness.
Take full advantage of your DAM solution and use these insights and guidance to help you get your new content to market faster, make the most of your existing content, and maximize your content ROI.