Are ghostwriters scary scribes lurking in shadows?
Not usually. For the most part, they're simply normal content creators who go unacknowledged.
An infographic (below) from Media Update looks at the basics of ghostwriting.
It covers what ghostwriting is, examples of ghostwriting, and how the practice works.
Check out the infographic:
Digital asset management (DAM) is one of the fastest-growing markets in the technology industry. The rise of mobile computing and multi-channel marketing has led to an increase in the number of digital files an organization must manage - this can be overwhelming for the marketers, publishers, and advertisers that use them. According to a recent report by Grand View Research, the digital asset management market will reach $5.60 billion by 2025.
Whether you’re already using a system, evaluating a purchase, or completely new to DAM, this article will give you a comprehensive overview of the category, and help you understand the business value that a DAM system can bring to your organization. We’ll also share insight from industry experts on digital asset management best practices, and what you need to know to get the most out of your system.
Digital asset management (DAM) represents an effort to more efficiently implement content across an organization. While to some it’s a simple spreadsheet or cloud storage tool, to others it’s a more complete platform.
For a growing number of businesses, a true DAM tool is allowing teams to store, share, manipulate and analyze all branded content from a single source of truth. But, what are the direct impacts? Across a business, from creative to marketing and for internal and external teams, there are a host of solutions that come with implementing a full-scale digital asset management system.
Among the most common problems a DAM system addresses are:
Jim Hanifen, Head of Product at Brandfolder, says that “Increasing the velocity of campaign launches while also maintaining brand consistency requires a DAM that all stakeholders are empowered to use. Because of this, usability of the solution you choose is essential to ensuring the high adoption most organizations fail to achieve.”
The Basics of Digital Asset Management
A digital asset is a binary file such as video footage, photography, audio files, graphics, animation, or other media. Stored in server systems and used in print, broadcast, and digital production, these assets move through an established digital asset lifecycle, from creation through archiving:
Digital asset management has many related categories. Media asset management (MAM) is a branch of DAM that focuses on managing media file types like audio, video, and images. Video asset management (VAM) and video digital asset management (VDAM) are concerned with managing film or video assets in both analog and digital formats. Additionally, many organizations need to store rich media, which is any kind of streaming or interactive media, including streaming video, downloadable apps, or dynamic online ads.
Many organizations use content management systems (CMS) when developing digital content; in fact, a DAM system is a type of CMS. A CMS is most often used in scenarios where there are multiple users with varying levels of permissions managing content for websites or intranets.
Metadata describes and defines digital assets. Metadata can describe the content of the asset, the file type, access rights, ownership, date of creation, and other key characteristics. Whereas metadata is all about granular details associated with a particular asset, big data provides a big-picture analysis of data trends. Big data consists of data sets that are extremely large, complex, and difficult to analyze using traditional means.
Other marketing functions related to DAM include marketing operations management (MOM), which is concerned with the optimization of marketing activities, from strategic planning and content management through execution and analysis. In brand management, an organization analyzes, plans, and manages how customers and the market perceive their brand - teams can use digital asset management to help ensure brand consistency.
When speaking about the intersection of IT and marketing, you may hear industry pros refer to marketing technology, or martech. This practice brings together IT and marketing to streamline and automate traditional marketing processes with solutions for collaboration, editing, proofing, and approvals, workflows, content management, and cross-media publishing.
Many who adopt DAM often wonder how they ever managed before deploying their system. Having an automated way to manage digital assets can dramatically change the way a creative team gets things done. For example, a DAM system can:
Digital asset management offers use cases across a wide range of industries, from marketing and advertising to retail and government.
Digital asset management systems fall into three primary configurations: Cloud, on-premises, and hybrid solutions that combine cloud and on-premises. There are also options to consider regarding the use of paid vs. open-source solutions. So, be sure to weigh your business requirements against the are pros and cons of each option when considering solutions.
Cloud DAM
Cloud-based systems are at the forefront of advances in DAM technology. Many organizations choose cloud systems because they are cost-effective, easily scalable, and require no dedicated IT maintenance:
On-premises DAM
For organizations needing extensive features from a DAM system, an on-premises option is often the best path. However, there are some trade-offs:
Hybrid DAM
For companies seeking the cost-effectiveness of the cloud, combined with the uptime of an on-premises solution, there are hybrid systems:
Open-source vs. Paid: Pros and Cons
When initially considering DAM, many organizations think about whether a free or open-source solution might be a good first step. While these systems are without a doubt easy on the budget, there are caveats to consider when evaluating whether a free platform will meet your business needs, or cause needless business pain:
There’s a digital asset management solution available to meet just about any need within a creative organization. Each comes with a wide variety of features and functionality - the more robust systems offer extensive customization options for enterprise users. Often, system cost can be an indicator of the level of functionality and customization offered. In this section, we’ll look at some of the most common aspects of DAM systems.
File management enables users to store, share, distribute, and edit digital assets from a single centralized location. One of the most valuable components of DAM file management is the search feature. By enabling users to quickly search and locate assets, organizations realize significant savings by not having to recreate missing assets.
Workflow automation replaces manual processes and streamlines the creation and production of assets, while providing project tracking to ensure that all production steps are completed, and that no proofing or approval cycles are missed.
Remote proofing and approvals help collaborators get assets and creative edited, reviewed, and approved easily, regardless of their location. This eliminates the need to share and approve drafts manually, which saves valuable time.
Security and user access and authentication provide a layer of protection against breaches within the DAM system. Administrators can set up access permissions for users based on role, location (cloud-based systems), department, or other criteria.
Collaboration enables groups of users or organizational teams to work together on asset development or creative projects — often in real time.
Brand management is a byproduct of DAM that helps organizations maintain control over their brand integrity. By ensuring that the voice, message, and tone of brand assets remain consistent across languages and delivery platforms, companies get the most value for their marketing and communications investments.
Digital publishing is facilitated by DAM, which enables creative teams to utilize assets to create and produce content in multiple formats, and deliver it across a variety of platforms and devices.
Metadata editing in DAM makes searches more efficient, and makes it easier to work with legacy metadata schemas. Being able to edit and customize asset metadata enables organizations to “fine tune” searches and ensure that users get the most targeted results.
Digital asset management systems are currently being employed to introduce efficiencies for creative organizations in diverse settings all over the world. Here are some examples of DAM in action:
The Cleveland Museum of Art: Digital Strategy Drives Stunning Displays
Jane Alexander, the Chief Information Officer of The Cleveland Museum of Art (CMA), wanted to develop a digital strategy that put the art — not the technology — at center stage for museum-goers. Most important, she needed to ensure that content was seamlessly updated across all delivery platforms as curators and educators made changes.
Powered by a DAM system, The CMA’s Gallery One opened to the public in January 2013 with interactive touch-screen video walls displaying digital images from the museum’s collection, among other things. “A digital asset management system pulled metadata from our collection management system, thus making the data live, current, and based on the workings of the museum,” says Alexander. “We were going to equip visitors with the tools that let you look closer at artworks throughout the entire museum. We needed to use innovative experiences, to get younger audiences into the museum.” Learn more.
BBDO New York: Eliminating “Indiana Jones” File Searches
Jd Michaels, SVP Director of Creative Engineering and Production at BBDO New York, needed a visual way to organize and manage assets. “The way we used to search for a file was akin to an ‘X-Files/Indiana Jones’ scene,” he says. “Remember that room at the end of ‘Raiders’? That was our DAM system.”
Organizing the results of a multi-country photo shoot of over 5,000 digital images became dramatically easier by installing a new DAM system. “When our creatives came in to review [their photos], we said, Click here. These are all your pictures,” explains Michaels. “When the client came in, they were expecting reams of paper photos taped up on the wall ... then we gave them a web address so they could review it at home if they wanted.” Learn more.
Cornell University: Eliminating Email Asset Distribution
Before they implemented a DAM system, Cornell University’s large numbers of digital assets were dispersed across multiple locations, with no easy way to tag, share, or track them. When a client requested an image, they had to submit the request and then wait for the image to be emailed to them manually.
Today, with a DAM in place, Cornell’s photo department can quickly locate and distribute images to clients. “The news and marketing departments locate images for the Cornell website, on-campus publications, and the Cornell Chronicle,” says Corey Chimko, Digital Resources Coordinator. “We also use the DAM system to deliver photos to our clients.” Learn more.
“This type of project absolutely has to be championed from the top down,” she says. “Having your CIO or CTO on board from the beginning not only helps in getting budget allocated for a DAM system, it also makes user adoption much easier.”
Your choice of partner, explains Talvensaari, is also key. “Choose a partner that is bringing you today’s best-of-breed technology. The DAM category has made great strides in innovation over the last few years, so make sure you’re getting the most advanced bang for your buck!”
In the discovery process with your IT partner, Talvensaari recommends identifying tasks that are repetitive in nature. “Processes like manual proofing workflows, client approvals, and video campaign management can often realize the most dramatic improvement with DAM,” she states.
When rolling out a DAM system across an organization, Talvensaari suggests that sharing small successes can pave the way. “Start small with a pilot group that needs digital asset management the most,” she says. “Bring it to them, get them involved, and when they see benefits, share that success, and spread the seeds across the organization.”
Talvensaari notes that it’s important to understand that DAM is about increasing business value, not shrinking the workforce. “DAM isn’t about reducing headcount” she says. “It’s about using advanced technology to free up creative teams to do more of what they love and are best at!”
Deciding on a DAM software and system can be a challenging process. Here are some guidelines for what you can do upfront to help you make an informed choice:
Perform a Content Audit: Get a clear picture of the content you have, find ways to reuse valuable content, and eliminate underperforming or irrelevant assets.
Gather System Requirements: Determine which type of digital asset management system fits your business model, your infrastructure, and your users.
Assemble business requirements: Identify the challenges you want to resolve with DAM.
Decide on Cloud, Hybrid, or On-premises: Determine scalability and budget needs, and choose the solution delivery model accordingly.
For a more detailed look at the process of choosing a DAM system, read our article, Expert Advice on Choosing the Digital Asset Management System That’s Right for Your Company.
Determining the return on investment (ROI) for a DAM system helps with strategic planning, and in providing purchase validation to C-level executives. First, determine what asset management is currently costing without DAM by evaluating:
Then, identify revenue gains that you can achieve with DAM:
Finally, find out how long it will take for your digital asset management solution of choice to pay for itself.
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By Joe Weller
Learn how to create a content strategy to make your blog competitive and pay dividends with the least amount of investment and effort. Experts guide you through a nine-step process with templates, an infographic, checklists, and more.
A blog content strategy is a method for setting up the type of information (including written, visual, and downloadable media) that you will create for your target audience and share on your blog.
Christoph Trappe, Chief Content Officer of the Authentic Storytelling Project and author of four books, including Content Performance Culture, explains that a blog content strategy requires starting with the right three questions:
Whether you’re a two-person startup or a multinational corporation, the starting point is the same: Look at the overall content marketing strategy and ensure the blog strategy and planned content are aligned.
People often confuse content strategy and blog strategy, as they both refer to web content. A blog is one element of content strategy, not a standalone entity.
Content marketing strategy centers on creating content that will attract the right audience and lead them down the blog reader’s journey to the ultimate goal of conversion. Blogs are a content strategy tactic that also require a plan.
The Content Marketing Ecosystem
Content marketing consists of multiple tactics, including blogs and case studies, how-to videos, podcasts, e-books and brochures, whitepapers, downloadable assets, infographics, guides, and whitepapers or studies distributed through a website. These tactics are often an ingredient of blog content.
If you’re still working on your overall plan, learn how to create a solid content plan strategy, and simplify the process by using a free content strategy template.
“Creating a successful blog is only a small element of the big content picture,” stresses Payton Moore, a content marketing strategist for Donlen. Moore says thought leaders can be the key to creating meaningful content for readers: strategic consultants, standout customers, and subject matter experts. “Are there timely events or deadlines coming up that our readers will find helpful? Is there a trending topic that we should show our authority on? Will it positively impact organic traffic?”
Moore explains that the acid test is to be honest with yourself about your blog’s worthiness. “Is your blog interesting, or are you just writing to ‘check the box?’”
A written blog strategy keeps you organized and accountable, and supports success. With a documented content strategy, you’ll spend less time developing ideas and angles, and more time writing.
Blog content strategy creates multiple benefits:
Blog content strategy development involves nine steps: goal setting, metrics setting, research, topic definition, budget investment (in time and money), calendar creation, content generation, launch, and analysis.
Here are steps, tools, and expert advice to move you through the process:
The classic goal setting method is SMART: specific, measurable, achievable, relevant, and time-bound.
Most people use conversion to measure a blog’s ultimate success. It’s essential to measure the metrics along the way to show you’re going in the right direction. It takes time — and more than a single blog post — to convert a reader to a buyer.
“Using an SEO tool like SEMRush or Ahrefs makes it easy to conduct a competitive analysis to benchmark goals against your competition. As traffic starts to grow and you build domain authority, goals shift to turning that traffic into leads or conversions. That's a different animal that requires a different strategy,” Hughes adds.
Track data from analytics resources like Google Analytics, Ahrefs, Buzzsumo, Alexa, Mouseflow, Quantcast, Technorati, and Page Rank.
| Type | Purpose | Tracking |
|---|---|---|
| Pages per visit | If traffic is substantial, but the pages per visit average is low, rethink your linking strategy. If you have many external links but not enough internal links, you may lose readers who don’t stay to explore other content. | Pages per visitor and average length of visit |
| New sessions | How many views are returning visitors, and how many are new? New sessions will tell you if your link building and page authority are on the rise. | Percentage of new sessions |
| Channels | Understand traffic sources and reader behavior patterns, and use them in the planning process. | Track channels: Direct, organic search, referral, email, paid search, other advertising, social, and display |
| Social media shares and likes | Social media engagement is crucial. Target platforms and numbers come from the marketing strategy. | Social shares by each social media platform |
| Overall engagement | If readers appreciate content, they’ll stay on the site much longer. | The amount of time visitors stay on your website, as well as how many pages they visit |
| Comments | Comments represent reader engagement, which signifies that your content is hitting the mark. | Number and quality of blog commentary |
| Posts with highest conversion | Track channels, post views, page views, leads, and other factors to determine how to improve conversion rates. | Determine your status without a built-in tool by dividing the number of conversions by the total number of site visitors in the same time frame. |
| Back-link velocity | Link velocity is the rate at which others are linking to your site. | Google notices backlinks in about 72 hours, and it takes about two and a half months for a new backlink to help a page move up in the search engine results page (SERP). |
If you’re blogging for a business, you should already have customer personas that provide insight into the specific attitudes, concerns, and criteria. That customer research is essential to creating the right content.
Based on your customer persona and your background research, decide your area of focus and how to utilize the expertise that lives in your company.
If you’re having trouble coming up with blog topics and concepts relevant to your subject matter, teamwork may prompt a breakthrough. For tips on brainstorming, refer to our article on brainstorming techniques, activities, and exercises
Excellent blog content has many components. Variety is what ensures readership, sharing, and conversion. The best blogs should provide value, comprehensive scope on the topic, different styles, good craftsmanship, rich visuals, and a unique approach.
Excellent blog content attributes include the following:
| Item | Explanation |
|---|---|
| Editor Assignment | It’s hard to edit your writing, especially if the copy is long. Have a qualified team member or outside editor review content. Use grammar check apps to catch things you might have missed. |
| Logical Structure | Split the article into sections that are easy to follow and scan. |
| Grammar and Style | Check spelling, grammar, punctuation, filler words, cliches, and active voice. |
| Fact Checks | Check for integrity, sources, and link validity. |
| SEO | |
| Title | Make sure the keyword is in the title. |
| Graphics | Include images, videos, infographic, embeds. |
| Subhead Structure | Check that your subheading structure is SEO-friendly. |
| Links | Add internal links to your other content. |
| Optimized Visual Content | Use SEO-friendly captions and size the page elements properly for maximum loading speed. Include a meta description and alt-text with the images to help with rank. |
“Things cost what they cost, and a blog is not free,” points out Marxent’s Schecter. “Assuming that content is free or cheap, or that some random person in the company will take responsibility and stick with it, is the downfall of many a blog strategy. Staff properly to do justice to your blog, and plan and budget based on the scope of your project.”
Content calendars help plan and track what stage the content is in (ideation, production, publish), as well as the projected posting cadence. Use the details of your specific market to determine posting intervals.
“Getting on a schedule and having it visible to all stakeholders keeps you on track,” says Authentic Storytelling’s Trappe. “Content creation is my job, so I currently publish four podcasts per week, one blog post per week, 10 tweets and two LinkedIn posts per day, and one or two live videos per week.” That sounds like a lot, but Trappe schedules his content two months out. In fact, he says, he loves the schedule. “I don’t rush posts. Even if I’m away for a couple of weeks, I’m still in good shape. This cadence allows me to put my energy into content that’s relevant rather than overabundant.”
Trappe’s scheduled posts have no fixed time element. However, if some news event occurs or he needs more current content, he has the freedom to generate and post with urgency.
For other organizations, here are some scheduling ideas:
Since blogs don’t lose their timeliness as quickly as social media or email, share through other channels.
A blog content planner holds all the details of your strategy in one place, from category to research to posting date. Stakeholders use the form to stay informed.
Here are some expert tips to ensure your plan doesn’t go awry:
Like any product, your blog needs to have an official launch. To get the word out, plan to get your original content in front of the biggest audience you can from the start.
Here are some promotional ideas:
Apply the 80/20 rule — spend 20 percent of your time creating content and 80 percent promoting it.
Using analytics, track every aspect of your post. Use metrics to measure performance and tools to see if your SEO strategy is working.
Timely posts based on your expertise tend to perform well. “One of my favorite pieces of content is a report of current fleet metrics, which is closely related to our fleet leasing and management solutions,” explains Donlen’s Moore. “By collaborating with our strategic consultants, we’re able to design, edit, and curate a PDF blog on industry benchmarks. It’s hitting all of our success measurements: high traffic, timely, full of useful and relevant information that directly impacts our viewers, customers, and prospects.”
There are many false beliefs about when, why, and how to write and implement blogs. If you take those myths as gospel, you may wind up wasting time, money, and opportunities.
Cari Jaquet is VP of Marketing at BigPanda, an IT systems management platform. She offers her top eight myths about blog content strategy and tactics:
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