It’s Not DAM vs CMS, it’s DAM + CMS
6 Key Principles for Choosing a DAM to Complement Your CMS
In the world of digital marketing, there’s a multitude of terms that’s often used interchangeably and an even larger selection of software available to help you manage them in your daily work.
However, each term may have quite different meanings to people working in different roles – say marketing, sales or business developers – so when choosing a system (or two) to help optimize your workflow, knowing exactly what system does what and how they can work together is key.
We’ve previously explained the core differences between Product Information Management (PIM) and Digital Asset Management (DAM) systems, and how a combination of the two may be the key to unlocking omnichannel success.
In this article, we will try to uncover the key use cases for when and how to incorporate a DAM system and/or a Content Management System (CMS) effectively into your daily work.
Uncovering the key differences and benefits of CMS and DAM
Let’s assume you’re a marketer who have just decided to implement or upgrade your Content Management System (CMS) to manage your website, and now you need to figure out how to store and distribute content to your audiences in the most efficient way.
If managing and publishing content through your website, landing page or blog is your primary objective, a CMS will get you a long way.
According to HubSpot, the definition of a Content Management System is:
A software application that allows users to build and manage a website without having to code it from scratch, or know how to code at all.
That essentially means that CMS users will have the ability to create and modify the contents of your website pages. Hence, it not only takes care of your assets, but how content, such as text and images, is displayed on your website.
So, if you’re already using a CMS, what’s the point of having a DAM system as well?
To boil it down, a CMS is essentially responsible for managing and publishing media and content on your website(s). When you’re dealing with a large number of digital media, managing these in a CMS can quickly become chaotic.
On the other hand, a DAM system manages content across your entire organization, thereby allowing for management and distribution across multiple channels – not just your website. That is, a DAM can also be used to publish and manage content on your website, but that’s not its only function. This distinction is central to knowing when to choose what system to use.
Let’s first dig a little deeper into the key benefits, use cases and core differences between a CMS and a DAM. And a little later, reveal the benefits of how a powerful integration between the two may help improve efficiencies across your organization.
A Content Management System is the backbone of your website
Think of the CMS as the backbone of your website. It not only takes care of your assets and content, but also how it is displayed and works across the website. Taking it away would mean there’s not much left to help you manage the content and reach your audiences.
For the most part, CMS is used by web developers, designers, content editors, and some marketers. These are the people that tend to create web pages and/or publish digital content.
The practical thing about most CMS solutions available today is that it requires little to no knowledge of complex coding or configuring. Most providers offer intuitive and user-friendly interfaces allowing people from different backgrounds and specialty areas to create, design and publish pages.
Some of the most popular CMS platforms include WordPress, Squarespace, Optimizely, Sitecore and Drupal — though there are many more options available.
In essence, the key features of a CMS include:
Publishing and reporting on web content
Storing and indexing web copy and web pages
Format management for brand consistency
Revision control for past versions
Different access permissions to control user rights
Although a powerful and quite indispensable system in a digital world, where a CMS falls short is in its ability to control and manage rich media. The embedded media libraries in most CMS solutions function as a repository for content that’s shared on your website.
So, while it’s able to store and display images, videos, documents, etc., its searching, sharing and permission capabilities are often limited. The consequence is that any media or content that is not part of your website – think new or old campaign material, management presentations, onboarding videos, etc. – should not be stored in your CMS.
On the contrary, a DAM’s services cover not only your website but powers sales and marketing of your entire organization.
DAM systems help power your sales and marketing teams
Essentially, DAM systems enable you to transform your brand assets into brand consistency - across all your platforms and channels.
Digizuite’s Digital Asset Management solution makes it easy to manage, share and repurpose digital assets on your website and on many channels - all from a single source. Anytime and from any device.
In essence, digital assets can be anything from videos, images, text, reports, presentations, audio or 3D files – you name it. With a DAM, users from anywhere in the organization have access to advanced storing, indexing and search capabilities enabling anyone to find and retrieve the media assets they need to confidently develop or share materials or content – such as for your website.
In essence, the key features of a DAM include:
Storing and indexing digital assets and brand files
Powerful search and sharing capabilities due to metadata and tags
Re-purposing of content across multiple channels removing need for duplicate upload
Permission and access control for enhanced security
While a DAM provides great functionalities for managing and publishing all your digital assets and content across channels, and although it does come with some publishing capabilities, it isn’t able to provide you with the ability to create well-designed web pages in the same way that a CMS can.
So, is a CMS not sufficient?
Again, think of the myriad of assets that you need to manage daily, not just for your website, but across channels. Imagine a web editor setting up a page, needing an image of a cactus. He isn’t exactly sure about the name of the image or its location (one can only force employees to follow file naming conventions for so long).
The proper way would be to ping the marketing team asking them to locate the right file to use and wait for their reply. Or just pick one and pray it’s the right one.
Had he instead had a DAM working alongside, all these processes would be automated. Here, the web developer would instead be able to open the DAM plug-in and type a few simple search keywords to get quick and accurate search results via the meta-data tied to the image. Hand-picked by the marketing team for any specific use case. Voila. The right cactus.
Supporting efficient workflows and brand consistency through seamless integration
When you understand the difference between a DAM and CMS, it becomes clear that the two systems are actually complementary to each other (rather than alternatives). Ensuring there’s a seamless integration between the two, users will be able to access DAM without ever leaving the CMS. They go hand in hand like peanut butter and jelly.
If your website is the only or primary channel you work with, a CMS will do. But it you’re working across channels, with many different types of assets and / or have a lot of users who need access to them, you should definitely start considering integrating a DAM into your workflow.
Benefits of a DAM and CMS integration
Any team member may access on-brand and approved media assets directly from the CMS
Use advanced search capabilities to find the exact assets needed
Improve brand consistency across all web properties
Improve workflow and effectively re-use media content across the website and other channels
Let’s go back to the beginning for a second.
You’re a marketer working with a new CMS, and now you’re wondering how to best optimize your workflow. Based on the size of your team and the amount of assets and channels you manage, you’ve decided to include a DAM system to your marketing technology stack to ensure brand consistency and efficiency. Great choice!
6 key principles when selecting a DAM to complement your CMS
Below is a list of 6 key features you should consider to make sure you select a DAM that’s right for you.
1. Accessibility
Many DAMs operate in the cloud, which means users can access their accounts on any device connected to the internet.
Digizuite DAM supports Microsoft Azure and Amazon Web Services for a cloud SaaS solution that gives you high flexibility in your operating environment. And with Digizuite Mobile, you can download all the content you need on your phone or tablet for offline use, no matter where you are.
2. Organization
DAMs help boost productivity and efficiency because they allow for intuitive and customizable organization and sharing of all your digital assets via its metadata and indexing features.
In Digizuite DAM, all files are organized and stored in the central repository with metadata and tags. Simply use the search function and you’ll get all relevant content.
3. Security
As DAMs can house all your company brand files, it needs to be completely reliable and not least secure, and allow users to set and modify permissions to keep information where it needs to be.
That’s why Digizuite is a highly secure digital asset management system where you always know your digital assets are safe. You can be confident that any confidential information is secured by an enhanced access and permission control, which is defined by your business processes.
4. Convenience
A DAM system should make life easier for its users, not more difficult. It should save you time and improve how you collaborate and work across departments, locations or even with customers or partners.
Whether you access and use Digizuite DAM on your smartphone, computer or tablet, you’ll find that Digizuite DAM is designed for usability. It is a complete integrated digital asset management solution that makes it easy to organize, find, manage and repurpose your digital assets throughout your business or organization.
5. Ease of Use
Operating a DAM system shouldn’t be difficult. The best DAMs are powerful but also intuitive and user-friendly.
Digizuite Media Manager is recognized globally by leading analysts for its ease of use, state-of-the art UX/UI, and outstanding support from our professional services team.
6. Integration
Speaking of ease of use, to efficiently optimize workflows, DAMs should not work as independent islands but instead have the ability to be directly integrated with existing systems and platforms.
Digizuite DAM solutions can be integrated with all types of software for data exchange. Using an open API, we can make sure all your digital assets and related metadata stored in Digizuite DAM are accessible in your other systems, such as your CMS, PIM, data warehouse, ecommerce or social media tool, giving you efficient and smooth digital workflows in your own environment.
So, all in all, a CMS is a crucial tool to help you build and manage your website to ensure your messages actually reach your audiences.
But if you want to improve efficiency in your workflow and across your organization, integrating a DAM directly into your CMS may benefit you in many different ways.
If you’re already ready to take the plunge, check out the Digizuite DAM solutions right here.
