You must have heard a lot about content marketing that is the buzzword in online marketing today. To succeed in online marketing, you must be capable of producing high-quality content consistently so that the audience recognizes your authority in the niche and does not hesitate to buy your product or service. Content is the soul of communication and it helps to build long lasting relationship with customers, which is essential in generating significant leads that can eventually translate into sales.
Creating high-quality content is a challenging job because the content that you create must be relevant to the target audience and convey some value that they seek from it. You must be able to dig deep into the minds of the public to understand their behavior and figure out which kind of content will be best for communicating with them. The content type will depend on how well you research the audience demographics because the age and social status of the public are significant contributing factors that influence the type of content. The younger generation has much less patience and less time to browse through lengthy content yet they want the best information in a small capsule. Older people are likely to spend more time in consuming content and prefer something elaborate.
Content marketing assets
The content used for marketing have an extended period value and must be preserved and treated in the same way as any other goods. In the world of digital marketing, whatever content you use for marketing are considered content marketing assets. From infographics, e-books and videos to press releases, newsletters, and articles and from how to do guides, case studies and webinars to pricing sheets, data sheets, and ROI calculators everything becomes an asset for content marketing.
Huge list of assets
The aim of content marketing aligns with SEO goals in its perspective of gaining high visibility by improving search rankings. Serving high-quality content consistently draws the attention of search engines, and it is a necessity to refresh content at regular intervals. Since search engines continuously crawl websites for new content and index it promptly, fresh content improves ranking. This results in creating a tremendous volume of high-quality content to remain relevant to search engines and provide value to the audience. In the process, you build up a huge inventory of assets. Along with it comes the need for managing the assets without which you can get lost in the huge ocean of content and might lose control of your marketing campaign.
Create a database of assets
Before you think about ways of managing the content marketing assets, the primary need is to build a database for assets for which a company like DBA consultant can help you. A comprehensive list of assets is necessary because you must know your inventory before you can make plans for managing it. The list will provide direction in developing a suitable strategy for managing the assets. You must define the goals of managing the assets first and then make use of the database to extract the data in the way you want to generate reports. The reports are useful for utilizing full value of the assets that you can repeatedly use with proper planning.
Need for content asset management
For efficient implementation of content marketing strategy, you must know what assets you have and be able to track it well. This helps in re-discovering the value of the assets that you can use once again.
Like any other assets that have a long life, you can use content for an extended period. Content that you have published once remains in circulation for some time and then replaced by fresh content. This does not mean the end of life of the content. You can re-use the content later once again by repurposing it and presenting it in a new way so that it provides new value to the audience. This means that you must have a system that allows tracking of all contents and facilitates its quick retrieval.
Similarly, you would require a system to manage all content marketing contributors so that you are in good control of the resources. This would help to take the right decisions in making use of the resources in the best way for better collaboration.
What is digital asset management?
Digital asset management is the formal name for managing content assets. It is a system of managing the portfolio of content by creating a catalog of assets and storing it methodically so that you can track it and retrieve when necessary for distribution. The system is software driven and provides an audit that enables identification of opportunities for developing content and can track whatever content is under development. The software derives data from the buying process that helps to establish buyer persona against which you can generate reports to identify the gaps in content delivery. This enables better organization of the marketing assets.
Capabilities of digital management software
The software for digital asset management organizes the assets in a way that make it easy for storage and retrieval of content. Every content has a tag according to the content type, event, topic and year so that you can search content based on it. When you provide a combination of search parameters based on the tags, it hardly takes a few seconds for the system to present it before you.
Another feature of the software is that it can create a database of the content marketing contributors that includes their contact details, skill level, specialization, turnaround time, feedback, rate, etc. Using the database, you can evaluate the strength of your resources for content development and can initiate plans for improvement.
To give your content marketing campaign more teeth, you need to have a robust system for managing the content assets. Content that you create today may not elicit the desired response, but there is scope for re-using it with a new purpose somewhere down the line when it works very well. The digital management system provides this unique opportunity of deriving the most from your investment in content development.
Sujain Thomas has spent more than a decade in content marketing and is now associated with DBA Consultant. She helps marketers to use content innovatively that increases traffic and leads to higher conversions. You can reach to her for any marketing advice.