6 ways DAM can help with content reuse
In today’s ever-growing media world, there are many different ways to reach consumers. Twitter, Facebook, blog posts, email blasts, newsletters – the list goes on and on. All of these outlets can make a content creator’s head spin. How can one person possibly keep up with the demand? The answer is content reuse with the help of a DAM system.
What is content reuse?
Content reuse is “the practice of using existing components of content in multiple ways” according to Ann Rockley, author of Managing Enterprise Content and founder of the annual Intelligent Content Conference. Any type of content can be reused, whether it be an image, a document, a video, etc.
For example, DigitalAssetManagement.com has a whitepaper called “DAM: What to know before you go”. Content from this whitepaper has been reused and turned into blog posts on our site, such as “Before you DAM” and “Taxonomy, metadata, & advanced search capabilities” and could be re-used further in small infographics and social media posts.
There are two ways that content can be reused: manually or automatically. To reuse content manually means that a person finds the content they want to reuse, retrieves it, and ultimately reuses it. Reusing content automatically means that a system is reusing content based on metadata.
There are many reasons that a brand or a company may want to reuse content but the two main reasons are saving time and money. In today’s world, customers demand a lot of content on a lot of different platforms. This ever-increasing demand for content is making content creators’ jobs more and more difficult. According to Rockley, having a person manually do all of the content reuse work results in the lowest incidences of reuse. This is why having an automatic system can greatly benefit your company.
How can a DAM help?
A DAM system can help with both the manual process of reusing content as well as the automated one. Here are some of the ways that a DAM system can help:
1. Organization through metadata
The first step to reusing content is finding it. Metadata are like keywords that get attached to your digital assets inside a DAM, organizing them and making them findable. For example, you might include information about the campaign name and date that a particular image is associated with, like “New Product Launch, 2015.” When it comes to using that image again, you can search the metadata and find what you’re looking for.
Metadata is also key to automated content reuse. As companies and organizations create more targeted content and tailor online experiences for website visitors, providing information relevant to their position, interests, or specific pain-points is important. Using metadata and embed codes, a DAM system can work behind the scenes with an external publishing platform or content management system to provide users with the information they need.
2. Data insight
Knowing how your data performs is important when deciding what to reuse. Many DAM systems have analytic capabilities that show you what content is most popular with your audience. These kinds of insights can provide information such as how many times something was clicked on, viewed, or downloaded. This helps your brand better decide what to reuse based on what your customers respond to.
3. Store similar files
Different platforms — like social media, blog, website, print projects, and email — usually call for slightly different versions of an asset. It might be as simple changing the image size or adjusting the pixels per inch (ppi) of an image to meet the best practices for platforms like Facebook, LinkedIn, and Pinterest. There will undoubtedly also be occasions where you’ll need to treat your digital assets with different effects, filters, or text overlays.
A DAM can help you organize all these very closely related files in a collection so that they are accessible and easy to distinguish between. It’s also a great place to store original source files from programs like Adobe Illustrator or InDesign because it keeps the editable versions handy and allows for versioning. Versioning means that all versions of a file are stored together, with the most recent version on the “top of the pile” – meaning it’s the one people can most easily download.
4. Increase consistency
Going along with the topic of versions, having different versions of the same content (such as a logo) can help users see which is the most up-to-date version, which helps to eliminate the problem of having different versions of the content in different places.
Additionally, some DAM systems have a feature where if you update something in the DAM, it updates in all the places where the content is on the web — such as WordPress or Drupal. This can save time since you won’t have to go to multiple locations to update the same asset.
5. Enhance content creator collaboration
Guidelines, metadata, and permissions all help content creators work together collaboratively when applying content to different platforms. Specifically, permissions make sure that people aren’t using content they shouldn’t be. This can help increase consistency among your brand and your assets.
6. More time for new content
If content creators aren’t focused on reusing content — wasting time manually searching for files, manually copying and pasting content, etc. — they can focus on making new content to engage their customers.
These features of a DAM system make it easy for an organization to reuse, repurpose and reimagine content in new ways by keeping multiple versions of assets organized, easy to find and easy to distribute in the proper format.
We hope this article gives you some insight on what content reuse is and how it can benefit your company or brand.