4 Ways Enterprise Companies Can Scale Content Production
It’s never been more transparent:
Your customers want more content.
Not only does content marketing generate greater brand awareness and build trust with your customers, it also helps to educate your audience.
97% of brands today use content to connect with their customers, as it's the go-to way in which most buyers nowadays prefer to interact with and learn about companies.
To top it all off, it’s also been proven to be an effective way to attract brand new customers that have never come across your business before.
In fact, content marketing significantly outperforms traditional outbound marketing by a wide margin when it comes to generating leads.
The strategy itself can produce up to three times as many leads while costing 62% less than its outbound counterpart.
And with the majority of marketers - nearly 66 percent - planning to increase their spending on content marketing, so does the need for the right tools to help scale this production in the best way possible.
In other words, streamlining all the parts of the content lifecycle so that all things content run much more smoothly.
Digital asset management (DAM) tools have in recent years become a must-have solution for enterprises looking to control their content chaos, with the market itself looking to reach $8 billion by 2027.
Aside from being a central source of truth for all digital assets, the tool also comes with capabilities that help enterprises scale their content production and in general all their content operations.
In return, that makes it so much easier for companies to deliver that personalized and consistent content all throughout the omnichannel.
In this article, we look at 4 steps on how you can scale your content production with DAM software.
Four steps to scale your content production with DAM
Following each of these steps can help you well on your way in terms of increasing your content marketing efforts, across geographies and channels.
Perform a digital asset audit
The first step in order to scale your content production is to conduct an audit over all your digital assets.
Not only do conducting these audits help protect your digital assets.
They also make it easier for your team to see exactly what content is important to keep versus not important to keep.
And, it helps you make the most of your content by making sure that no content goes unused - as you gain a more comprehensive overview of exactly what you already have.
The result?
No resources wasted.
A good idea at this stage is to check your content analytics to see exactly how your content is performing.
Most modern DAMs provide valuable metrics on popular downloads, streams, and shares of content, globally. You can also access insights on search behavior and download frequency of individual and grouped assets.
With Digizuite DAM's Power BI integration, it's easy to create reports and view where and which assets are downloaded, allowing you to make informed decisions regarding your content and adjust your content strategy quickly.
With those insights in place, you can quickly see what content requires updating or improvement.
Repurpose your content
After you’ve conducted the audit, you should be able to identify what pieces of content you can repurpose into something new.
Content creators often overlook the potential of their existing content and instead prioritize creating new pieces. However, repurposing or reusing existing content can be a valuable strategy, helping to save time and scale content production.
In addition, repurposing content can also help to reach new audiences, providing additional value beyond the initial creation of the content itself.
After you’ve completed the audit of all your digital content, you should create a list of all your highest performing content. From there, start to see exactly where you can start recycling.
Here’s a few ideas for breathing new life into your old content:
Creating a series of social media posts from a long-form video or podcast episode
Using images from a blog post to create a visual slideshow or presentation
Updating an old blog post with new information and republishing it as a fresh piece of content
Repackaging customer reviews and testimonials into social media graphics or quote images
Turning a blog post or article into a webinar or online course.
If you use a DAM system, it can automate the process of reusing resources across various brands and campaigns. That means you'll have consistent branding and your customers will have a better shopping experience.
Improve your metadata and taxonomy
In order to start scaling your content production, you can’t be held behind because you’re spending hours trying to find one image in six different folders or libraries that have no structure or system.
Having an efficient DAM taxonomy ensures that your assets are categorized in a way that all your employees can understand - providing a quick and easy search for all your content.
By not fully utilizing the fast search and easy discoverability of all your valuable assets through DAM, you may potentially miss out on the significant ROI that investing in a DAM can provide.
Label your digital assets with smart metadata: Easily searchable keywords and tags - it will significantly cut down on time looking through endless shared files and lengthy email chains.
This also benefits industries like the manufacturing industry, which deals with tons of external stakeholders like suppliers, distributors, end sellers etc.
With an easy way to search for and fine content, these stakeholders don’t have to via tons of people to find what they need, when they need it (and waste time doing so).
And, making it even better, DAM also comes along with the ability to set user roles and permissions.
That way only the right people can get the right access to your content, improving the general security of all your content (and which helps to adhere to digital rights management).
Automate your content workflows and processes
Lastly, one of the easiest ways to scale your content production is by streamlining and automating all the processes of delivering that engaging and personalized content to all your customers.
Enter: Content automation.
This is a crucial last step - as when you start to automate and streamline these creative workflows, you enable your creative teams to push out content at a much higher scale.
And if you're not using marketing automation, you might be falling behind.
It's no surprise that the implementation of marketing automation has increased by 35% from 2021 to 2022, and 58% of B2B companies are planning to do the same.
With a DAM system, it's much easier to automate all your content operations from one central location.
DAM workflows eliminate manual tasks such as repetitive content creation and distribution, allowing you to move assets seamlessly throughout your content ecosystem. You can also incorporate checkpoints to ensure accuracy and timely approvals.
Here’s examples of how DAM automates your content operations:
A good DAM system, like Digizuite, automates the approval workflow to ensure the use of approved content only. Automating asset tagging and categorization future-proofs your company, and a DAM notifies you when content has expired, making it ideal for enterprise content management.
DAM streamlines social media campaigns through automated distribution across multiple channels, even integrating with Hootsuite. Repurposing content is made easier by using built-in analytics that show which assets perform well.
Repurposing engaging content is simplified, with the option to develop similar content for multiple channels. These examples demonstrate how DAM can automate and streamline content operations, from managing assets, efficient distribution, and impactful repurposing, making content management a breeze.
The right DAM integrations also make it possible to transfer content across different systems without switching between tabs, streamlining your operations. By automating your content operations, you can increase sales productivity by over 14.5%.
The bottom line: Leverage DAM’s content automation to scale content production, whilst simultaneously enhancing the customer journey.
Conclusion
The demand for content has surged, with 85% of marketers experiencing a significant increase.
Which calls for every company and creative team to get on board with the idea of scaling their content production - in order to provide those personalized experiences to their customers, no matter where they are.
In this article, we’ve outlined four easy steps to take in order to scale your content production today:
1. Audit your digital assets
2. Transform your content for different purposes
3. Use metadata effectively
4. Automate your content management
Interested in learning more about how your company can benefit from Digizuite DAM?
Get in touch with us here, and try it out for yourself (It’s free)
