By Robert Rose published July 29, 2014

Rocking The Digital Asset Management Stage of Content Marketing

bright stage lights-rock concertI’m beginning to believe that 2014 may be the pivotal point where product companies actually start evolving into media brands. The Lego Movie, which has to date earned more than $500 million worldwide, is also very likely to be the first movie produced and sponsored by a product company to win an Academy Award. Make no mistake, for content marketing, This. Is. Big.

Now, certainly the idea that consumers’ buying habits are shifting is nothing new. But, (as I discussed earlier this month), in many cases, we have yet to shift our approach to meet those new realities.

One of the more “traditional” processes that must shift significantly to serve the global enterprise is digital asset management (DAM). The process has long been characterized as an area that has moved slowly and in a “governed” way. But if the global enterprise is going to successfully transform itself to function more like a media company, the ways we manage our digital assets simply have to change, as well.

It’s not how quickly we do — it’s how quickly we can do more

Analyst firm Gartner reports that the IT operations that support digital are receiving an increasing share of the marketing pie. More specifically, the digital operations share has increased, “… with annual digital operating budgets totaling 3.1% of a company’s revenue in 2013, as compared to 2.6% in 2012.” This is an increase of 20 percent in one year.

This shift has been a positive disruption for companies that have been able to evolve and transform alongside, and into, the new era of multichannel, real-time, customer experience management. Successful marketers have realized that (duh!) digital content and asset agility is absolutely essential.

But remember: This goes well beyond content marketing and the areas we’re so focused on here at CMI. Real-time advertising and programmatic ad buys are just around the corner for many B2C companies: According to some estimates, it will move from 8 percent to 28 percent of digital ad spend over the course of 2015. This means that it’s not only content marketing that will require the enterprise to produce more digital content assets: More relevant assets will need to be published across all owned, paid, and earned media channels — and at a much higher velocity.

Look to media companies for a template

You can already see this trend happening with media companies as well. Movie studios are increasingly placing bets on “micro-budget” movies and investing in a much wider portfolio of films, as well as changing the process of how they create, manage, and license their assets. So, how do brands start to make this fundamental transition of their process? How do they integrate new DAM processes that enable them to produce blockbuster content that engages customers?

At CMI, we’ve found that there are three key processes that can help provide a much more effective means of managing digital assets: integration, optimization, and accessibility. These are the tickets to a blockbuster content marketing show, and if you use them all together, we like to think you’ll be able to (in the immortal words of Spinal Tap‘s Nigel Tufnel) turn your content marketing up to eleven.


We’re super proud to offer up two new downloadable articles on the topic of digital asset management as it relates to content marketing.

  1. Three Tickets To The Blockbuster Content Marketing Show goes through the three best practices we see brands following in order to prepare for and succeed in the new world of digital assets management.
  1. Using DAM To Turn Your Content Marketing Up To Eleven goes more deeply into the process of digital asset management — and the best practices that can help a brand get more out of moving to a more collaborative environment.

We hope you enjoy and that both rock your world!

Join Robert Rose as he takes the stage at Content Marketing World 2014 to present his keynote, The Rise of Content Creation Management. Tickets are going fast, so register today!

Cover image By Daniel Robert Dinu via Unsplash

Author: Robert Rose

Robert Rose is the founder and chief strategy officer of The Content Advisory - the consulting and education group of The Content Marketing Institute. As a strategist, Robert has worked with more than 500 companies including global brands such as Capital One, Dell, Ernst & Young, Hewlett Packard, and The Bill & Melinda Gates Foundation. Robert is the author of three books. His latest, Killing Marketing, with co-author Joe Pulizzi has been said to “rewrite the rules of marketing”. His last book, Experiences: The 7th Era of Marketing, was called a “treatise, and a call to arms for marketers to lead business innovation in the 21st century.” Robert is also an early-stage investor and advisor to a number of technology startups, serving on the advisory boards for a number of companies, such as DivvyHQ and Tint. Follow him on Twitter @Robert_Rose.

Other posts by Robert Rose

  • Tresnic Media

    Great stuff here, Robert!

    We’re actually partnering up with a video production company now to be able to plan, create, and distribute higher quality/quantity content for clients.

    While digital marketing somewhat leveled the playing field for small businesses years ago, I believe we’re now going to see the shift where the companies with/willing to put budget into their content (and digital assets) are going to be head and shoulders above anyone trying to either do it themselves or do it small scale.

  • danmac30

    Totally agree that it digital asset management has become a whole new area for companies to manage that wasn’t really there perhaps even 2 years ago. I guess the key is for small businesses to really look at a few pieces of key collateral and focus on that rather than worry about the scale or volume of content. If they are expert in something and they got down all the questions that their ideal customer might have as they proceed through the buying journey they can start to build the sort of educational content that we are looking for, even before we engage in a sales conversation. This content can then be created in many formats from checklists, FAQs, downloads, ebooks, video demos etc.

  • hodgemch

    Good stuff Robert and agree entirely – it amazes me that there hasn’t been focus on managing of digital assets from a social perspective. Organisations need consistent approved digital content (photos & images, videos, audio) that they can use, re-use, repurpose etc. Over time they spend a small fortune on creating them, but if they can’t find and reuse them then it should be called an asset!

    That is why we have developed MavSocial which is Digital Asset Management and Social Media Publishing software to cover a segment of the market that we believe is overlooked by the social media management software vendors.

  • Jim Shoka

    Great post! I often thought that there should be some way of tracking all the images we purchase and the music we buy to put to videos – we have so much that it just gets lost and never re-used, what a waste! We currently use License Dashboard ( for our software asset management, so maybe we should approach them about our digital assets too – or does anyone know a company who already does this?

  • Michael De Monte

    Robert, great stuff but I think the academy award thing already happened. 🙂 The Social Network – essentially the Facebook movie won 3.

    Best Writing, Adapted Screenplay
    Best Achievement in Film Editing
    Best Achievement in Music Written for Motion Pictures, Original Score