December 12, 2019 |
Businesses create so much content. One Aprimo retail customer has created over 10 million pieces of digital content alone. And that’s only counting the content they actually use. They archived over 20 million other pieces of content they weren’t using!
The number seems staggering until you start doing the math. Imagine you’re a sportwear company launching a new line of cleats. You’ll need to make different types of content for product images and videos, paid ads, the website, social, signage for your store displays, retail and resell marketing collateral…the list goes on.
And that’s just for one product launch for one brand in one geography. If you’re a multi-national, multi-brand company, the content you need skyrockets.
It’s no wonder that one Aprimo life sciences customer goes through an average of 4,597 content reviews per day.
Time To Give A DAM
It’ll take a lot more than technology to solve many of the issues that arise with the explosion of content. Organizations need to do things like create a content strategy, get leadership to see the value of content, and hire a team of expert content creators. No small feat.
But technology, especially digital asset management (DAM) software, can help make the content burden a bit easier in three ways:
Emerge Out Of The Creative Blackhole
Content creation can be a black hole—a marketer may submit a creative brief and then wait weeks before they hear anything back. Digital asset management software can help by streamlining the content brief, content workflow, and content review/approval processes. Everyone is not only aligned on what’s in the queue and when it’s due, but importantly, everyone has visibility into what’s happening. This visibility helps keep everyone accountable across teams, individuals, and content agencies.
The proof is in the results—one Aprimo customer, Meyer, reported a 30% reduced time-to-market for product launches just by implementing a digital asset management solution.
Make Better Use Of Existing Content
Most organizations are already drowning in content—and much of that content isn’t even being touched. According to SiriusDecisions, 65% of created content isn’t ever used mostly because marketers just can’t find it. Digital asset management solutions create a central, cloud-based place to manage assets and enrich them with things like rights, permissions, and tags that make them easy to find.
And it doesn’t end there. Different business units and regions can not only reuse assets, but can also easily localize assets to meet the exact needs for their region within the DAM. A DAM means no more creating endless assets from scratch, significantly cutting down on content creation time.
Understand Content ROI
So, all this content—all 10 million pieces from just one of our customers! —is going out to customers. What did it do? What impact did it have not just on a customer’s experience, but on the business?
DAM solutions can help marketing teams start moving from a cost center to revenue generator, but they need to understand the ROI of their content so they can invest in the kinds of content that perform best. DAM enables teams to see which content is being downloaded by which groups to get a clear view on what’s connecting with people. DAM also shows marketing teams which channels the content is being used on, and how customers are interacting with that content.
With that crystal-clear view of the return on marketing investments, teams can stop following just their gut and start following the data.
Is your organization ready to take the plunge and use a DAM solution? Check out our DAM buyer’s guide to get even more of your DAM questions answered.