Warning, spoilers: It takes way too much time to search for content. What remedies? Clearing out, organizing, centralizing, linking. [Anzeige]
The new one-pager is as good as finished, all that’s missing is this one product picture. But where is that again? On the server or in the cloud? Is that the current version at all? And why are all the folders on the server named according to a different scheme? Such confusing filing systems ensure that material that is actually there is almost impossible to find.
Whether expressive images, memorable infographics or entertaining videos – content is essential for digital marketing. The teams invest a correspondingly large amount of time and money in production. But how much time do we actually spend looking for the right picture, the current company logo or the new advertising clip? We asked 500 marketing professionals: “How many resources go into searching for content assets?” The results show: too many!
In many marketing departments, an enormous amount of time is invested in the search for the right content
Around a third (33.4 percent) of the marketing experts spend more than three weeks a year looking for pictures, videos and other digital files. 15 percent even spend up to six weeks a year looking for content in confused server and cloud structures. That made one opinion pollthat Canto carried out in collaboration with the polling company Civey in early 2021.
Invest time organizing assets now to save more time later
So how do I remedy this? It all starts with sorting out old files, after which the content has to be organized and structured. Finally, with the right links, you can optimize your processes to such an extent that you will soon hardly have to lift a finger to exchange a picture or document on your website. We’ll show you how to do it.
Step 1: Digital Declutter – Order is half the battle
Start by separating the wheat from the chaff: So separate digital assets that you want to use in the future from temporary or duplicate files, outdated versions or other superfluous data garbage. This will make your inventory clearer for the time being. Nice side effect: You also win back storage space.
Then it’s time to sort and organize the inventory: By naming, indexing and filing files using a uniform scheme, you not only make the work easier for yourself, but also automatically for everyone else involved. This is worth its weight in gold, especially in teams that are spread across the globe, partly remotely and partly in the office!
Once you’ve organized your inventory of digital assets, that’s half the battle. The other half is the targeted expansion of the inventory: Maintain the order that you have created by only adding new files that have been checked and approved. There are even more tips for your digital declutter in this e-book.
Step 2: Get support – with a digital asset management system
You don’t have to do everything yourself. Digital Asset Management (DAM) systems were designed to take over the tasks of file storage and organization. With a DAM solution, all images, videos and other marketing material are in a centralized media database that can be accessed online. Users can independently research, view and download assets.
DAM solutions also offer functions for automatically adding keywords to assets and mapping approval processes. With portals you also supply subsidiaries and business partners: inside with material, without time-consuming content inquiries. Style guides help you to keep everything in your corporate design. Various options for passing on assets also make it easier to work with external service providers such as agencies.
Step 3: Integrate your TechStack and get more out of your PIM, CMS or shop system
Digital asset management can do what your CMS, PIM and shop systems cannot. So just connect it. With the right integration, you ensure that your DAM system serves as the single source of truth for all other systems. In this way, all assets, whether product images or data sheets, are fed from a central source that you have just organized in the best possible way.
You can also map creative processes within the DAM system. Do you need a new version of a product photo? Leave a comment for your graphics team. As soon as the new photo is available, it will be uploaded to the same location and automatically exchanged on the website and in the shop immediately after approval – without a new link! So you really don’t have to lift a finger and you can finally take care of the important things: Set up the next viral campaign, for example.
Ready to stop wasting time looking for the right content? Then get more information about digital asset management from Canto here.