A tidal wave of content is diluting the web, social media and physical spaces, making the job of a marketer much more difficult. Decent content is now as easy to ignore as awful content. Just as Stephen Colbert and Jon Stewart parody the 24-hour news cycle, the “omnichannel,” “real time,” “engaging,” “targeted” and “viral” content world is now mocked by websites like Clickhole and TrapCrunch. Only outstanding writing, videos and images will have an impact.
Getting people to care about your content doesn't come down to just the act of distribution -- it's about the full life of communications, from creation to preservation. That’s why I believe digital asset management (DAM) plays such a crucial role in marketing. It’s not just about simplification or saving time -- it’s about delivering an experience worth talking about.
Delivering What Matters
Content is central to the customer experience, but as the pressure to publish gets stronger, the quality of content goes down.
When people visit your website and read a blog post that bores them to death with buzzwords and product pitches, that’s a bad customer experience. When people read a blog post and feel entertained, inspired and grateful, that’s a great experience. We need more of the latter. From the awe inspired by Red Bull’s space jump and GoPro’s Instagram feed, to the hilarity of Dollar Shave Club’s intro video and Adobe’s Click, Baby, Click!, to HubSpot’s blog and Buffer’s social media advice, brands finally get that experiences have to be designed for the living, not a zombie who “consumes” content. Marketers just need tools to accomplish this.
Content is, ultimately, a container of information. To measure content by volume and frequency is the equivalent of judging a spelling bee based on how many words the contestants try to spell. It's the message within content that matters, and people will give a DAM about your brand when you publish information that matters.
DAM helps marketers avoid the missteps that lead to bad web content and helps them publish information worth publishing. Consider that great inventions, music, artwork and virtually all creative endeavors rely on randomness and bursts of insight. Unlike accounting, which has a linear rules-based approach, marketers rely on some degree of chaos to produce extraordinary work. DAM brings order to the necessary chaos. It’s a hub where people contribute, organize, collaborate, share, track and analyze all sorts of content, which serves as the main interface between a company and its customers in a digital world. Content answers the demands and questions of the people your company serves.
Make DAM Your Creative Lab
When you imagine a modern company that people can find online, on social media, at storefronts and even on printed materials, you start to see how quality can bomb. Every spot is different. The funky video that makes people laugh on YouTube is unavailable at the storefront because who in the world is going to set up flat screens and play that over and over again? Likewise, an informative brochure that a sales associate hands out would be completely out of place on social media. Same brand. Related messages. Completely different context and delivery methods.