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Content audits with digital asset management

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How to use your DAM to identify and optimize your best performing content.

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Content audits with digital asset management

  1. 1. Content audits How to use your DAM to identify and optimize your best performing content June 14, 2017
  2. 2. YOUR HOSTS Nate Holmes Content Marketing Manager nholmes@widen.com Jake Athey VP of Marketing jathey@widen.com
  3. 3. TODAY’S AGENDA Overview What we’ll talk about today ● Intro to content audits: What is a content audit? Why do it? ● Using your DAM system for a content audit ● Auditing your DAM system to improve content audit-ability ● Q and A
  4. 4. New ideas for DAM and content managers to manage content strategically OUR GOAL TODAY TO START A CONVERSATION
  5. 5. GETTING STARTED
  6. 6. Intro to content audits
  7. 7. “ A content audit is a systematic review of your digital assets. OUR DEFINITION
  8. 8. CONTENT AUDIT SCALE The scale of a content audit can vary Every asset in the DAM Specific subset of assets
  9. 9. CONTENT AUDIT LARGE SCALE
  10. 10. CONTENT AUDIT SMALL SCALE
  11. 11. WHY INVEST THE TIME? Why do a content audit? It sounds like a lot of work ● Content is an investment ● You can’t create it all ● Eliminate bias
  12. 12. CONTENT AUDIT QUESTIONS Key questions to ask ● Are we meeting the needs of our audience(s)? ● Are we investing in the right content? Right channels? ● Are our teams promoting the right content?
  13. 13. WHAT WE’VE DONE Our approach to content audits How your DAM partner does content 1. Start with clear understanding of your personas 2. Create ideal content framework 3. List key stages of the journey 4. Match key content with personas and stages 5. List supporting content 6. Analyze current content
  14. 14. How to use your DAM for a content audit
  15. 15. THE THREE-STEP PROCESS Applying DAM for your content audit 1 Uncover 2 Evaluate 3 Improve
  16. 16. THE THREE-STEP PROCESS Applying DAM for your content audit Uncover What do you have? Who has access? Where does it land? Evaluate Central source? Organization needed? Lifecycle status? Improve Most popular? Needs improvement? How?
  17. 17. USING DAM FOR CONTENT AUDITS WORKSHEET Uncover Evaluate Improve What do you have? By asset type By category By specific field Who has access? Who should? Match roles to asset groups Where is content extended / integrated? Top referrer URLs? Any integrations in place? Is this the central source? Where else? What is needed? By asset group By category By collection By metadata field What’s the breakdown by lifecycle phase? Unreleased Released Expired Archived Are the most current versions in circulation? How many assets have versions? What are the most popular assets? (Sort by engagement score) What needs improvement? (Sort by engagement score) What is most downloaded? What embedded assets have the most views? How are your assets being used? Are intended use values current? How do you assess the total value? Users / logins (total, % change) Storage asset count (total, % change) What do regional insights tell you? What do search insights tell you? Use this framework to conduct a content audit for all assets by specific asset groups, teams, or projects under your administration.
  18. 18. #WidenSummit Start with and All Assets Search, then sort and filter to a manageable set STEP 1 ● What do you have? ● Who has access to what? How? Who should? ● Where are your assets extended? Uncover
  19. 19. STEP 1 Tips to uncover ● Start with All Assets Search and drill down by type, category, meta-filters ● Use advanced search to assess by asset group or specific metadata field(s) ● Do a matching exercise of roles & asset groups ● Run Insights reports for referrer URLs for embedded assets ● Draw out your tech stack to visualize the integrations
  20. 20. USE EMBEDDED ASSETS INSIGHTS
  21. 21. MATCH ROLES & ASSET GROUPS Asset group 1 Asset group 2 Asset group 3 Asset group 4 Admin Role A Contributor Role B Consumer Role C Consumer Role D
  22. 22. MAP YOUR STACK WEB CMS MARKETING AUTOMATION ECOMMERCE CRM PROJECT MANAGEMENT FILE SHARING CREATIVE CLOUD DAM
  23. 23. MAP YOUR STACK
  24. 24. ● Is your DAM serving as the central source? ● What is needed by group, category, collection? ● What phase of the content lifecycle? ● Are the most current versions in circulation? #WidenSummit Sort assets within a specific collection to evaluate popularity trends STEP 2 Evaluate
  25. 25. STEP 2 Tips to evaluate ● Scan your websites, shared drives, poll your peers for your central source ● Search by asset group to gain an overview of assets in each group ● Identify popular search terms to evaluate categories, collections, metadata ● Create and monitor Insights dashboards by lifecycle stage ● Keep your team updated with expired assets notifications ● Run an advanced search for “Number of versions: is greater than 2”
  26. 26. ● Asset type ● Campaign ● Localization ● Buyer’s journey phase ● Audience / persona ● Permitted users ● Usage restrictions #WidenSummit Use content strategy attributes as metadata fields to track USE CONTENT-BASED METADATA FIELDS
  27. 27. #WidenSummit WATCH DASHBOARDS BY GROUP AND STATE View storage (or assets) by lifecycle state to stay on top of admin tasksGet a glimpse of your library by asset group
  28. 28. #WidenSummit MANAGE VERSIONS AND COMMUNICATE UPDATES
  29. 29. ● Most popular? Needs improvement? ● Performance based on specific criteria ● Asset usage ● Total value of your DAM #WidenSummit Use intended use to improve assets based on historical use Improve STEP 3
  30. 30. STEP 3 Tips to improve ● Share most and least downloaded and embedded assets with your teams ● Customize your intended use values to fit your content strategy ● Use regional insights to see where your assets are being consumed ● Use search insights to understand what your users are searching for ● Use your site metrics to justify resource investments ● Assign a financial value to your assets to create a valuation for your DAM
  31. 31. ● Marketing ● Sales ● Digital ● Web ● Event ● Partner #WidenSummit Customize intended use values to track reason for download. CUSTOMIZE INTENDED USE VALUES
  32. 32. USE REGIONAL INSIGHTS
  33. 33. APPLY SEARCH INSIGHTS
  34. 34. TRACK SITE METRICS
  35. 35. USING DAM FOR CONTENT AUDITS WORKSHEET Uncover Evaluate Improve What do you have? By asset type By category By specific field Who has access? Who should? Match roles to asset groups Where is content extended / integrated? Top referrer URLs? Any integrations in place? Is this the central source? Where else? What is needed? By asset group By category By collection By metadata field What’s the breakdown by lifecycle phase? Unreleased Released Expired Archived Are the most current versions in circulation? How many assets have versions? What are the most popular assets? (Sort by engagement score) What needs improvement? (Sort by engagement score) What is most downloaded? What embedded assets have the most views? How are your assets being used? Are intended use values current? How do you assess the total value? Users / logins (total, % change) Storage asset count (total, % change) What do regional insights tell you? What do search insights tell you? Use this framework to conduct a content audit for all assets by specific asset groups, teams, or projects under your administration.
  36. 36. To hone your content pool and deliver the right mix FREE ADVICE AUDIT ANNUALLY
  37. 37. Content audit in action
  38. 38. THE THREE-STEP PROCESS IN ACTION Our current content audit Uncover Identified framework Content in collection Website & advisors Evaluate Widen Insights Content delivery Content gaps Improve Underperforming Make updates More to come...
  39. 39. Auditing your DAM to improve content strategy
  40. 40. HAVE A GOVERNANCE DOC Governance doc ● Business stakeholders ● Purpose and vision ● Asset maintenance, search, workflows ● Collections management, security ● Training, definitions ● Maintenance and monitoring Get your governance doc at go.widen.com/DAMgovernance.
  41. 41. TODAY’S AGENDATODAY’S AGENDASITE EVALUATION CHECKLIST
  42. 42. COMMITTING TO A CLEAN DAM 1. Admit there’s a problem! 2. Allocate staff time. 3. Make it official with a deadline. Tell your users! 4. Interview users to ID pain points. 5. Create structure with categories and metadata to help users find what they need. 6. Divide and conquer! Target assets to archive/delete, make a plan, prioritize sets of assets. 7. Clean up permissions. Aim to consolidate, ID restricted assets. 8. Customize site look and feel, system messages, and spotlights. 9. Create / update governance doc with rules and maintenance schedule. 10. Train, then train again with a focus on benefits. 11. Evaluate the change with follow-up user feedback, track insights. 12. Celebrate and share your wins! The 12-step process to a DAM cleanup
  43. 43. How we can help
  44. 44. WIDEN PROFESSIONAL SERVICES Help along the way 1. Assess - Conduct site audit and cleanup survey 2. Refresh - Update aesthetics and light review of assets, security, users 3. Overhaul - Complete reorganization of categories, metadata, roles, users, asset groups, content, features, and branding 4. Maintain - Keep up with regular maintenance tasks Ask your customer experience manager about our Professional Services offerings.
  45. 45. Professional Services Whether you’re new to content management topics, need project management support, or are looking for long-term system administration, our highly-trained Professional Services and Customer Experience Management teams can hit the ground running to keep your DAM system moving forward. Full-service implementation Full-service data migration System integration consultation DAM consultation OFFERING Production services Managed services Workflow consultation
  46. 46. Questions? Contact: marketing@widen.com
  47. 47. RESOURCES Widen resources ● Content audit worksheet ● Site evaluation checklist ● Governance doc ● How to do a search term report support article ● DAM ROI webinar
  48. 48. RESOURCES Related resources ● How to Conduct a Content Audit - Marketing Land ● How to Stop Worrying and Love Content Inventories and Audits - Content Marketing Institute ● The Essential Guide to Visual Content Marketing - Widen ● Content Strategy and Process Webinar - August 16 - Widen
  49. 49. HOW ABOUT YOU? Have you done a content audit? ● What was your approach? ● What were your findings? ● How did you share it with your teams? ● What did you do as a result? ● What changes did you observe / track? Share your answers with marketing@widen.com to share your story with others.
  50. 50. Register now! October 16-18 Monona Terrace - Madison, WI
  51. 51. Get involved Contact: marketing@widen.com

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