Blog | June 17, 2016

99 Channels and a Problem Ain’t 1

by Lola Catero in Digital Asset Management

We can’t all churn out critically acclaimed anthem’s like Jay Z, but, as marketers, we should be able to produce hit campaigns.  

Rapper or marketer, the key to producing a “billboard hit” is distribution. No matter how magical or genius a produced piece of content is, the bottom line is that if it doesn’t reach the right people through the right channel, it’s a flop.

But the number of channels keeps growing. And existing channels keep evolving. Channels like social media and paid platforms constantly redefine what it means to publish, launch and distribute. And with each new piece of content, we as marketers must think not only about where our content is distributed, but how it fits in with all of our existing pieces.

Say you’re launching a campaign across your website, paid media, social networks and maybe even on a partner’s site. When a published contest date changes, a pdf download gets updated or the whole campaign needs to be refreshed for the new season, you need to make changes across every piece of the entire campaign quickly – simultaneously, if possible.


It’s a lot to keep up with, and juggling so many balls will inevitably lead to problems:

Time-management issues: Coordinating the distribution of all elements of a campaign across multiple channels is incredibly time consuming. At the risk of sounding cliché, there really are only so many hours in a day. Every minute you spend on distribution is one you’re not using to create and produce more content – not to mention the strategy and planning you need to make it an effective part of your marketing plan.

Inconsistent brand experience: The same piece of content may have to be presented in different ways depending on the nature of the channel being used. A PDF report, for example, might require a 140-character tweet, an Instagram image and a blog post – yet all formats need to follow the same brand guidelines and messaging to ensure customers get a consistent experience.

But this is difficult to maintain when you’re scrambling to get all your content up before the next deadline. Mistakes will creep in, such as using an older version of an image or the wrong title on a pdf file, and you’ll only find out about it when someone else notices.

Insufficient channel engagement: Then, of course, there’s the actual cost of managing multiple channels. You’ll be spending a lot of working hours and production time tracking down wayward assets. Depending on the type of asset, the cost of actually updating it can become tremendously high. For example, recreating a lost or incorrectly formatted video could cost big bucks.

Engagement is what marketing is truly about, and not being able to spend your time and money on strategy for this vital piece of your job because of a manual distribution process is contradictory and frustrating. But it doesn’t have to be that way.

A Technical Solution to a Manual Problem

Digital asset management (DAM) solutions speed up creative operations and optimize marketing efforts. They can be the ultimate hub that supports every facet of the creative workflow. Good DAMs solve a lot of problems that marketers face today.

A DAM enables your team to set up automated workflows that distribute content across different channels and ensure that assets are consistent, correct and actually put to use where they should be.

DAM takes the burden of a tedious distribution process off of the marketer’s shoulders so that they can devote more time to content strategy, creation and production.

Good DAMs are not just a place to store creative assets. They are the nexus from which marketers can develop, organize and distribute marketing content. At Webdam, our integration capabilities run deep – our open API allows you to distribute content across the channels that matter to you. Our pre-built integrations with popular applications like WordPress, Drupal, Hootsuite, SiteCore and other CMS systems automatically update the digital content that powers your brand.  

DAMs speed up distribution, cut human error and even help you measure asset performance. By streamlining your workflow end-to-end, DAMs help you spend less time on process and tedious tasks.

So the next time you create a campaign and start to think about how it will be distributed, consider this: will the number of channels be creating problems – or helping you produce a hit?