Enterprises are spending more on content marketing than ever before.
In a study of more than 3,400 B2B companies, Gleanster Research found that organizations with more than 250 employees dedicate 55% of its annual marketing budget on content creation and production (not including paid distribution).
But it’s not the creation or distribution of content that’s challenging.
It’s the entire content lifecycle process!
A study by Content Marketing Institute found that 94% of marketing teams struggle with managing the overall content process:
And that’s an expensive problem.
Content mismanagement leads to wasted marketing spend.
So much so, that inefficiencies in content operations cost businesses close to $1 billion per year.
Improving your content operations is more than understanding the marketing challenges of content production, but leveraging technology to assist and support the process.
Studies show that best-in-class content operations teams use technologies such as CMS, marketing automation and DAM platforms to streamline content production and distribution.
This investment in technology is paying off.
In fact, top-performing companies are twice as likely to use digital asset management tools than average-performing firms:
In this article, we’ll share how a DAM can help you scale content operations in enterprises by combining people, process and technology.
3 Ways a DAM platform helps scale content operations
Give the right people, the right access to assets
The most efficient way to scale content ops in your Enterprise is to make sure the right people have access to the right digital assets. Without this, your content operations quickly become a bottleneck and you end up with:
> No version control
> No brand consistency
> Low findability and increased administration
> Slow time to market
All of this leads to content inefficiencies and slower growth.
It’s no surprise that one of the biggest reasons enterprise companies choose a DAM system is to manage access and permissions.
Unlike internal folders or shared drives – where assets can be renamed, edited or… deleted.
Digizuite DAM helps companies provide the right access to the right people.
For instance, contributors can upload and tag assets where partners can view assets only.
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The best way to manage access is through permissions and metadata.
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Permissions Assign rights to users based on the role they play – their place and job in the workflow – or the group to which they belong. By setting user rights and permissions, large enterprises can maintain a consistent brand message across geographies and verticals.
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Metadata Digizuite’s metadata engine makes it possible for you to enrich assets with origin, rights owner, sponsor, photographer, and date of expiration, which will then initiate a workflow and/or automation ensuring due action is taken.
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Not only do you ensure the right people have access, but through automation, you can also ensure what happens next in the process – thus increasing time to market.
Manage the entire content lifecycle from creation to distribution
With only one single source of truth where all company assets are located, it’s never been easier to streamline all things content (creation, management + distribution) and to all channels.
This way you’re able to manage the entire content lifecycle, which is key to enterprises already struggling with mismanagement or lower productivity, with the latter being seen as a 21% loss in larger companies.
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Using a DAM’s content automation and workflow capabilities, you can easily:
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Share content across multiple channels at the same time: When it comes to sharing content, a DAM can help enterprises deliver content to all the external and internal touchpoints as seamlessly as possible. Larger organizations create higher volumes of assets, so it’s crucial DAM helps enterprises scale across e-commerce platforms, web and social media.
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Tag files more efficiently which leads to faster search of assets: DAM efficiently helps you tag your files with metadata so it’s easier to search for assets quickly. This can help enterprises search, identify, manage, distribute and reuse assets.
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Make collections of assets: DAM will also help create collections based on channel, theme, format or campaign. In addition, notify you when assets have gone past their date of expiry, so you can replace or repurpose unused content when it’s needed the most.
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Strengthen martech to create powerful omnichannel experiences
A DAM can easily connect to all the apps you already have in your tech stack – helping you retrieve and deliver assets on any platform (a prerequisite for seamless delivery of content and omnichannel experiences).
What distinguishes Digizuite DAM is that not only does it provide native and pre-built integrations but is tailored to enterprises – handling up to 2 million assets.
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With Digizuite DAM, you can easily integrate with:
Digizuite’s APIs allow you to integrate with any third party software, and its automation engine makes it easy for you to get more things done, with less – through filters, actions and triggers.
Another advantage for using a DAM – security.
For enterprises with larger volumes of assets, there is a higher risk for security breaches or other accidents. In fact, 32% of the biggest companies deal with some kind of CMS security breach every single week.
One way a DAM distinguishes itself from other marketing tools is by how it provides a stronger level of security to your company’s assets.
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Control these high levels of security by:
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Creating a report that shows all assets and the users who can access them,
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Share access with partners, contributors, distributors and resellers by country or by folders within the DAM platform,
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Authenticate DAM users with Single sign-on (SSO) and Active Directory,
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Remove, restrict access or block users instantly.
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Case study: CommScope
CommScope’s implementation of Digizuite is a prime example of how a DAM platform helps scale content operations in enterprises.
Prior to using Digizuite, CommScope’s biggest challenge lay in consolidating three brands into one after the acquisition of another company that provides communication technology, namely ARRIS.
With Digizuite, CommScope was able to connect teams across departments in order to consolidate three different brands into one. Throughout this process, brand integrity and consistency has been maintained and CommScope now manages more than 300,000 assets in their integrated PIM system.
CommScope’s sales team benefited, too – as they were able to use Digizuite to communicate new products with their partners and resellers, helping achieve a faster time-to-market.
Conclusion
Enterprises struggle with content management.
More than 50% claim they have too much content to handle while 92% say they’re producing more content than ever before.
This trend isn’t slowing down.
Instead of having to reduce their efforts to create more (and better) content, enterprises should leverage technology to support their process.
Tools like digital asset management are valuable for many reasons – not only do they help store assets in one central, secure location, but they also help reduce administrative work and speed up go-to-market strategies.
When you invest in a DAM, it helps you improve efficiency, collaboration and distribution.
And that’s exactly what you need to be successful with content operations.
Want to know more about how Digizuite DAM can help your enterprise scale your content operations in order to grow?
