Everyone needs content to meet business and marketing goals. Conversion, growth, building your brand, growing Customer Lifetime Value: getting the right content to the right person or segment at the right time is crucial.
Whether you're a start-up or a multinational company, to maximize your content monetization and be ready for a future where content is going to need to be much more dynamic, you want it to be complete, consistent and flexible across all channels, stored and managed in clear and uncluttered systems, and embedded in a clear process where everyone understands its role.
The idea of the "right" content is a broad and increasingly diverse concept and can take many forms: videos, images, graphics, illustrations, white papers, presentations, product information, marketing copy and so on. Structuring the production of that content in a Content Value Chain makes it easier to achieve your goals consistently and incrementally.
This content is created in companies in a so-called Content Value Chain. In connection with this, I wrote Atomic Content earlier. Whether it works well from the start or not, in every organization there is always a moment when content is initiated (briefing), created (creation), managed (management), personalized (assembly) and published (publishing). Ideally, you also evaluate how the content is doing for the purpose it was created for and improve it (optimization).
In this article, I shed some light on one of the core technologies that enables an efficiently functioning Content Value Chain, namely the one for your visual assets. I discuss how this technology is an important key to content automation, innovation and differentiation. This is also the "engine" for an Atomic-Content model, and therefore the engine for the described business goals of content differentiation and personalization.
Where you prefer to store your product information in a Product-Information-Management System (PIM), a Digital-Asset-Management System (DAM) is where you can best manage your visual assets. As a powerful technology, a DAM adds value for any level of content ambition:
In order to realize your content ambitions, in addition to your core technology and the technical aspects that go with it, you obviously need to pay attention to the content itself, data óabout the content (such as taxonomies, tags, metadata and performance), the processes and the people working within these processes. Moreover, as we have already seen, you also have other types of content than visual assets. A healthy Content Value Chain hinges on an integrated approach, designed with the end goal in mind. It's okay to start small, but at least consider the following elements:
It is worthwhile to properly formulate and validate your content ambitions prior to the purchase or configuration of a DAM (e.g. do you primarily want to work more efficiently and have more consistency in your content and are you primarily aiming for automation, or do your ambitions extend further and is content differentiation actually important for achieving business goals?).
In addition, always evaluate where you are now on the four quadrants above. Where are the biggest pain points? To what extent are the organization and your team ready for this issue? What does and how do you define success? Next, start planning how you want or need to grow in each quadrant to achieve your ambitions, and at what investment and effort. In doing so, surround yourself with both experts and knowledge holders in each of the four quadrants and generalists who can oversee the whole in a cross-functional team, to achieve your next step in a harmonized way.
Content plays a crucial role in achieving business goals in today's online society. A healthy Content Value Chain is a prerequisite for this, and a modern DAM system is a logical technical foundation for this. Whether your ambitions are modest or reach to the sky, a good alignment of content, data, organization and processes and technology is always a good idea. Streamlining the content process makes it easier to automate that content, innovate content production and then differentiate it for different audiences.
About the author: Marco Fredriksen is a Founding Partner & digital accelerator at FULL FORCE DIGITAL.
This article was originally published by Emerce.nl (in Dutch)