How Marketing Teams Can Leverage Content Analytics from Digital Asset Management
Managing millions of digital assets?
Being able to strategically store and control all your digital assets from a centralized platform like DAM software a huge benefit for enterprises.
But an even bigger benefit?
It’s knowing what works and what doesn’t, so you can improve how your assets are used.
That’s where content analytics comes into play.
Content analytics makes sure you’re getting even more out of your DAM tool, beyond prime asset storage and management.
It helps you make decisions about your content that are backed up by objective numbers and data. And it’s these types of decisions that will improve all aspects of the content journey - from creating it, collaborating on it and sharing it.
All these aspects lead to better brand management and improve:
1. Your marketing strategy
2. Your marketing team
3. Who you’re trying to reach, and
4. The tools and technology you're using.
In this article, we look at how DAM and content analytics provide you with the right data to take your content strategy to the next level.
What is content analytics?
Content analytics is about looking at what insights and numbers you can get from your content. It's concrete data that describes how people use and engage with your content, such as downloads, streams, shares etc.
As marketers, we ask ourselves:
How is our content used… and when?
Content analytics will answer those questions.
If you're an enterprise, you’re already managing tons of content every day. Whether it be promotional videos, social media posts, blog content or images of your new product line.
But if you really want to measure the value of the content you’re producing, you should be analyzing what works well and what’s not working so well?
The performance of all your content can be translated into meaningful metrics.
And it's these insights that help you see the performance and impact.
Content analytics might be a new term for marketers, but the industry is growing immensely. By 2026, it’s expected to be valued at almost $13 billion, up from $3 billion in 2020.
With content analytics, it’s about shifting focus from opinions and letting the data decide how/ when content is successful. This has the potential to impact your entire marketing strategy.
More than 60% of companies change their marketing strategies after they receive that data and information from content analytics.
In essence, content analytics answers your questions.
But there’s a lot more to benefit from by gathering data on your content.
Why collect data on your content?
One of the biggest benefits of using content analytics is that you’re able to see what’s performing well and isn’t and make changes to your strategy.
Further benefits include resources, ROI and marketing spend.
1. Save money (and time)
It goes without saying but the more you know something won’t work, the less likely you’re going to invest in it.
Content analytics will help you see consumption and engagement patterns regarding your content that make you steer clear from spending any more unnecessary resources.
For example, if you see that people are more likely to share your shorter videos over your longer videos, it makes sense to stop investing in long-from video projects.
2. Get your value worth of investing in a DAM
Another benefit of gathering content data is that you’re able to validate why you decided to invest in a DAM in the first place – AKA, the ROI of DAM.
By leveraging how you manage your digital assets through content analytics, you’re most likely going to see a higher ROI.
This is due to the fact that you’re making decisions based on proven data.
If you see that the majority of internal employees spend too much time looking for that one file, you could state with confidence (and numbers) that effort should be spent on cutting down that time.
When we asked our 3,000 followers on LinkedIn how long it takes them to find a single asset, 33% responded that it took more than 30-minutes to an hour.
If one sales rep spends an hour per week looking for a digital asset, that’s 50 hours per year – one week’s salary!
Now imagine you have 10 sales reps spending an hour per week…
Digital Asset Management solves this problem.
3. Have more control over your marketing spending plan
Finally, another benefit of using content analytics is that you’re actually able to have more authority regarding the direction of your marketing budget.
For example, if you see that in one region people are consuming more of content A, and in another region, people are consuming more of content B, you’re more likely to adjust the resources spent on either A & B depending on where people are.
The result? Better, targeted engagement.
The link between content analytics and DAM
Digital asset management is a rapidly growing industry.
It’s expected to be worth $9 billion by 2026.
And so, more companies are starting to understand the importance of managing their assets at scale.
It’s easy to see why.
Customer interactions are becoming more and more complex.
They’re also becoming a lot more digital.
This calls for Digital Asset Management software.
But the catch is, a lot of companies don’t realize how much more they can get out of DAM other than asset organization and management.
That’s why B2B companies need to use data (from content analytics) as ammunition to be able to get ahead and be the solution to their customers' problems.
They need to stay up to speed with the high tempo production of digital content, and how they’re going to deliver an omnichannel marketing strategy.
We’ve seen how a pandemic altered the way companies work and manage their content.
It became more important than ever that people were able to stay connected and on the same page in order to work together.
In fact, the pandemic forced companies to invest into more tools that transform them further digitally .
DAM is a tool that provides companies with an ecosystem where everyone has access to the same assets, files and documents.
But it also takes creative content collaboration a step further, by allowing people to take a look behind-the-scenes of how well content is performing and isn’t.
That kind of data is gold. Don’t let it pass you by.
Which content analytics should you analyze in a DAM?
The more assets you have, the more data you have.
Rather than overwhelm you – as the last thing marketers need is more data - we’ve broken down 4 different metrics you can analyze in your DAM.
Single and grouped digital assets
Using Digizuite, you can look at data about a single asset such as a logo, a video or a picture. You can also see how it's performing, how many people are downloading it, and how many people are sharing it?
This kind of data makes it easier to tailor your content and your strategy to meet the demands of your consumers, considering what assets perform well and which don’t perform as well.
You can also look at multiple assets at a time. Collections of assets that are similar can be grouped into collections that you can pull out data from. That way you can look at the performance of bigger groups of assets’ such as streams and downloads. All with one-click!
By having all your assets controlled and coordinated with DAM, it's never been easier to deliver a consistent brand experience.
DAM tools give you the insights to understand and rank your assets so that you know where to focus your efforts, and create more personalized experiences for your customers.
How people search for assets
Content analytics can also show you how easy or hard it is to search for your brand assets.
Digizuite DAM’s Power BI dashboard is an integration that can help you quickly make reports, find what assets are downloaded the most (and the least) and view the location of where users are downloading assets.
By having access to this data, you can optimize the way you organize your assets and your content. For example, adding better metadata to assets so that people can find them (and use them).
Alternatively, you can use the data to remove assets they should no longer be visible in search. No retailer or ecommerce store wants to show products that are not available.
ANALYZING CONTENT PERFORMANCE
One of the key advantages of using a DAM system is the ability to analyze asset performance.
By collecting data on the number of views, downloads, and how digital assets are shared, you can easily evaluate which assets are most effective at doing whatever it is they were created for in the first place.
What you’re left with is valuable information that can be used to optimize your asset library, such as removing ineffective assets or adding more of the most useful ones.
And with this data-driven approach, you can make much more informed decisions about your digital assets and ensure they are meeting the needs of your target audience.
TRACKING USAGE RIGHTS AND LICENSING COMPLIANCE
By analyzing the usage rights and licensing compliance of your digital assets in a DAM system, you can avoid any potential legal or financial problems caused by their improper use.
With numerous assets to manage, it can be difficult to keep track of who can use them and for what purpose.
However, with the help of DAM, you can easily monitor and keep an eye on the usage of each item, ensuring that license agreements are being followed.
This makes it easier to make informed decisions about the distribution and use of your digital assets, ensuring that they are being used responsibly.
Conclusion
Content analytics helps you make better marketing decisions.
Sure, you can take an educated guess on how content performs, but fast-growing companies use data to drive their business. You should, too.
When combined with DAM, the data you collect on DAM will positively impact your entire marketing strategy. You’ll save time and resources, and you’ll have a better understanding of how your customers engage with your assets.
It’s that kind of data that improves the perception of your brand.
You’re getting real data that helps you decide when and on which channels you should push your content to an audience – resulting in a better brand experience.
We’ve only scratched the surface of Digizuite DAM - Want to learn more about the platform?
