Managing all the marketing activities in your organization can be a complex and time consuming task. I know, because one of the tasks I do on a daily basis is exactly that. Part of that job is making sure you properly define your audience, create your personas, understand the key problems your product or service can help them solve, and planning the creation of good content to engage that audience.
One of the most important aspects of creating engaging content is imagery. Not only in terms of actual ads with efficient images and CTAs, but also in terms of managing it all. This is where a good Digital Asset Management system comes into play, and I wanted to share my top 5 reasons why you should be using a DAM as part of your marketing workflow.
#5 - Re-use images, logos and graphics
If you’re working on brochures, landing pages and presentation materials for a specific campaign, chances are you're going to re-use a lot of the content in many different places. Logos are a good example of this, and they're probably the most commonly used piece of graphics in marketing communications.
One of the great benefits of DAM, and an obvious reason why you would want a DAM solution, is to re-use those graphics across the different marketing materials and make sure the result is consistent. The added benefit is that the next time you are planning a campaign, your job will be so much easier to handle because the files are there already and you don’t have to create the templates or content from scratch - i.e. doing the work all over again.
#4 - Integrate with your CMS
Another compelling reason that saves you time is integrating your content with the places you are going to post it. A content management system is commonly used for this purpose, but there are good reasons why this may not be the best solution. Instead, integrating your DAM - the place where all your content resides - is a good way to ensure you have access to everything and can easily post new content, add images to blog posts or disable graphics and images that were not supposed to get published in the first place.
A DAM is good at managing your files, and saves you time when you integrate it with other systems you’re using regularly.
#3 - Share your marketing materials
How are you currently sharing your marketing materials? Are you sending emails, using storage devices or sharing links to Dropbox or Box? Either way, organizing content in collections - and then sharing this with those that need access in a visually pleasing way - is one of the things a solid DAM system helps you with.
Another thing that may come in handy, is sharing it with the purpose of getting someone’s feedback or approval, sharing content with those that make the graphics, or letting external designers upload all the content they've purchased on your behalf so it's right there - in your own repository.
If you've spent time trying to get hold of design files or assets used by external parties to create your content, then you know how valuable such functionality can be.
#2 - One place for everyone to use
If you work in a small organization it’s easier to have an overview of the content creation process and all the files available to you and your co-workers, compared to when you’re in a large organization. This is obvious, and as your team grows, the need for a good system to manage your files grows with it.
Simply put - a digital asset management system is designed for that purpose and is the best place for everyone you work with to store, manage and find the images, videos, graphics, documents, presentations they need to get their work done.
#1 - Always having access to your content
Finally, the main reason a DAM is essential to the marketing team is because you always have access to your content. As long as you have a smartphone in your pocket, your content is there and ready to work with. Typical use cases for when this is valuable is when someone outside of your organization asks for a file, and you can quickly share it with them, when you need to approve content that has been made ready for you, or to get notified as new content is added to your system.
Always having access also means one other thing, which is that if any of your content is not in your DAM, then for all practical reasons - it doesn't exist. Your DAM is the single source of truth for all the content in your company. Do you have a good overview of all your files and marketing material?
For someone who's been managing marketing for some time, you'll know how important it is to keep good records of your marketing materials and assets. If you don’t know where your files are stored or what they have been used for, chances are you’ll spend time duplicating work that has already been done.