DAM in the “Content is King” era


Content is a hot word in marketing right now. It’s found its way into job titles, strategy documents, and marketing plans. “Content is king” has become a mantra in the marketing world.

This post covers what content is, why it’s become a standout in the marketing world, and how a digital asset management (DAM) system can help you create, manage, and distribute content.

Content and content marketing defined

Content itself can be just about anything. In his book Content Chemistry: An Illustrated Handbook for Content Marketing, Andy Crestodina offers the following list of content items:

  • Tweet
  • Newsletter
  • Press Release
  • Podcast
  • Video
  • Presentation or Slide Collection
  • Webinar
  • Review
  • PDF
  • Case Study
  • White Paper
  • Blog Post
  • Article
  • Webpage
  • Book or eBook

The only additions to his list that we’ll offer are images, graphics, and infographics. These rich-media content items are usually rolled up into blog posts, articles, and other content, but can serve as stand-alone content on social media. As people consume more and more visual media, images are a key element of any content plan.

Each content item has it’s own recommended length, tone, and purpose. Repurposing content, which we will discuss later in how a DAM system can benefit your marketing efforts, means that one content item can be used in many ways. For example, a whitepaper can be summarized in a blog post, included in a newsletter, and sent out via a tweet.

What about content marketing? For a definition of content marketing, we’ll turn to the experts at the Content Marketing Institute. In the blog post “Six Useful Content Marketing Definitions”, Joe Pulizzi offers readers several ways to think about content marketing.

Here is Pulizzi’s formal definition, and be sure to head over the post to read his other explanations.

“Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.”

Content marketing makes every company a media company. The aim is to provide valuable, high-quality information about topics that your audiences are interested in and build trust in your company. The customer action Pulizzi references can be signing up for a newsletter, requesting a trial, or purchasing a product.

Understanding the content focus

The emphasis on content is part of the rapidly changing marketing landscape. With the rise of social media and death of printed materials, new models of marketing are being created, tested, and tweaked (or abandoned).

In the turmoil, two things have emerged: An emphasis on marketing technology, and the importance of quality content.

The Harvard Business Review estimates that “marketing is rapidly becoming one of the most technology-dependent functions in business.” The marketing world is awash with software and programs to track analytic data, manage projects, streamline processes, centralize operations and publish content. The Marketing Technology Landscape 2015 supergraphic includes 1,876 marketing technology vendors. That’s number is nearly double 947 companies that offered products in 2014.

Take a look for yourself:

Marketing technology company chart

The burst of marketing technology options follows growth in how people access information online. Popular social media outlets like Twitter and Facebook are sharing space with Instagram, Vine, Pinterest, and Tumblr. Younger audiences are adopting even newer digital networks like Pheed and Snapchat.

In an attempt to reach audiences where they are and provide them with useful information, companies turn to producing their own content and publishing it on their own platforms, like blogs and email newsletters. Social media serves as a way to engage audiences, build communities and deliver content.

Digital asset management and content

By centralizing and organizing assets, a DAM system can be a huge benefit to marketing and creative teams as they develop, distribute, and repurpose content.

Having digital assets like photos, videos, and documents in one place makes it easier to:

  • Know what you have and where to find it
  • Review and approve artwork
  • Streamline workflows and improve project management
  • Repurpose assets
  • Provide access to teams and individuals who need it
  • Eliminate rebuilding assets or losing expensive work
  • Strengthen brand identity by providing the most recent versions
  • Enforce use guidelines with metadata or end-user license agreements
  • Have access to old designs, b-roll, or raw files

Ultimately, these benefits allow you to get content (and products) to audiences faster.

In today’s data-driven marketing environment, knowing how and where brand assets are being used is vital. Some DAM systems provide analytic information about views and downloads of your assets or provide details about social media shares and associated messages.

For more information about how a digital asset management system can benefit you as a marketer or your marketing team, check out the Marketing page under roles or experience a DAM system for yourself in our live demo site.

Where next?

Read the previous post: «

Read the next post: »