The Marketer's Challenge: Content Management

More, Better, Faster: Creating and Managing Content in a Digital World

As if creating great content is not hard enough, how do you do it faster, more often and more effectively?

According to the Content Marketing Institute, 16% of B2B marketers are creating new content on a daily basis. Another 26% are creating new content multiple times per week. This includes blogs and social media, but also the more traditional email and website channels.

What’s more, LinkedIn Technology Marketing Community has found that 77% of marketers will increase web content production in the next 12 months. So, not only is there a demand for large volumes of content, but there is an ever-increasing expectation of more.

All of this is in addition to the usual daily marketing challenges of ensuring the content is engaging, making it consistent with your brand, measuring its effectiveness and hitting all the relevant channels to ensure you optimize your reach. As if this isn’t enough, the above needs to be delivered within a budget that always seems too small. Herein lies the question: how can a marketer create engaging content and maximize return on investment?

7 Things Every Content Marketer Needs to Know

What content marketing assets and collateral you have.

Minimize the effort to reuse or repurpose the content you have already invested in.

Where your assets and collateral are located.

Even if you know what you have you also need to know where it is.

How to locate your assets quickly.

Studies show that an average of 37 minutes or 8% of a work day is spent searching for a single piece of content

What format is best for your audience and channel.

This needs to be known ahead of time to be able to react quickly when needed.

If your assets have expired.

Otherwise you can expect costly license infringement and royalty payments

If your assets and collateral are approved.

You do not want to be using old, or unapproved assets so make sure the approved assets are at your creator’s fingertips.

How long approvals will take.

If you do have a need for new content make sure you know how long approvals will take and how to make them as efficient as possible

All the above sounds great, but how do you go about achieving this?

Finding Balance With Digital Asset Management

Content management is defined by the practice of Digital Asset Management (DAM) which is how your organization manages its digital media. That is, the policies and procedures that define how you create and manage your content and the governance around that. More critical than the technology used, having a web content management system in place is essential for organizations to manage their digital media.

First things first; before you start, you need organizational buy in. Implementing a new content management solution can be a culture change, and it can’t be successful through simply installing an expensive software. It’s more than just software and requires careful planning. You need to have a team in place that can drive the initiative forward, including executive sponsorship. They will be the ones that need to drive the culture change down through the organization.

To ensure success, careful planning is required to determine scope, manage expectations and help set the boundaries of the initiative. The business will require return on the investment, and this should be mapped out with realistic goals. Determine the pain points of the organization, as well as user scenarios that will be affected by the new policies and procedures. Do this with the people affected so they can be engaged from the outset.

Digital Media Governance: Best Practices for Content Management

Having a central repository helps you know exactly what content marketing assets and collateral you have and where they are located. This is a large step forward for the organization once they can feel confident their assets are accessible and secure.

Having a big bucket of assets is not useful unless they are discoverable. Proper tagging helps your users locate your assets quickly. Digital assets are often duplicated or re-created due to the inability of users to find what they are looking for. Statistics show that utilizing a centralized repository where assets can be searched by metadata can improve staff productivity by 30%.

To ensure searchability, use a controlled vocabulary of keywords to maximize discoverability. Understand the types of keywords that users search for and tag assets appropriately. Most search engines today also do synonym matching, so that users searching for ‘car’ will also find ‘automobile’ and ‘vehicle.’ This further aids discoverability.

Having a dedicated librarian for classifying and cataloging of assets is the most common approach to ensuring asset discoverability is maximized. Where possible, incorporate an up-stream collection of metadata during the creative process, which can then be extracted and added to the keywords of an asset to further aid discoverability. All of this decreases the time it takes for your users to find what they are looking for.

Taking DAM One Step Further

Once users are finding assets, you need to make sure they are finding the right assets. They need to be guided to the final approved assets instead of assets still in an approval process. Clearly display assets that have usage rights and restrict access to assets that have expired. There are many stories of customers reducing the cost of license infringements by tens of thousands of dollars a month by simply having all assets in a single location with appropriate usage rights attached. Users will do the right thing if you guide them.

These are some of the steps to take that will help to make your business more effective. Having a well-defined and accepted digital asset management process in place will increase your ability to create compelling content and allow creative people to focus on creative tasks, not the dreary administrative tasks that distract them.

For more information on content management solutions, please contact a Northplains representative.

Tim Shaw
Telescope Product Manager