Digital Asset Management tools are typically associated with storing, organizing and managing files to save time and improve efficiency. This is a bang-on description, but don’t limit DAMs to only this box. One of the major benefits of using an asset management system is tracking and reporting. With marketers spending a sizeable amount of their budget, time and resources on visual content, it’s essential that it’s appealing to the right audience. Measuring social engagement is a typical method of evaluating quality of content, but it shouldn’t end there. Your DAM can prove to be a valuable resource by using built-in analytics to measure and improve the digital content your team is creating and distributing.
Here are three key tools on Barberstock to help improve your visual content:
- Most Popular Downloads
By filtering your image or video download count, you can identify which assets are being downloaded the most. Or vice versa – which assets aren’t being downloaded. Take a look at the first page of both and see if there’s a common trend. Maybe your beach photos are a hit, but your city photos aren’t getting any attention – that’s where you should be shifting your focus. Other trends to keep an eye on are photographers, lifestyle vs. still, and rank. Rank is very important to note. The first images and videos to appear in the library tend to get the most downloads. Try changing up the rank from time to time and monitor how it alters the top downloads. If you want specific assets to get attention – maybe for a recent marketing campaign or to highlight new content, rank them first.
To dive even further into top downloads, pull a weekly, monthly, or quarterly report from the Statistics section on image or video downloads. Note the top downloads for that period and as you add new content, see how those statistics change and when the new additions start to gain traction.
- Top Keyword Searches
Keyword searches really nail down what users want. It’s one thing to identify what is been downloaded, but it’s another to identify what is being sought out. The Top Keyword Search Terms report in the Statistics section will list the top 20 keywords being searched by your entire user base. Check-in on this report to compare how your visual content matches up to these terms. There may be a word or term that you lack the photo or video content for. If you see that users are searching for skylines and you haven’t updated your skyline imagery or b-roll in a while, maybe it’s time to prioritize that next on your list.
It’s also a great tool for evaluating metadata. There could be a popular search term that hasn’t been included in your file title/description/keywords, but is applicable. It could be a shortened term, abbreviation or synonym. Make sure to stay on top of your metadata to ensure users can find exactly what they’re looking for.
- Downloads by Access Group
If you’re using DAM for external distribution, Access Groups are key. They allow you to set permissions on what files media, partners, planners, agencies or other public groups have access to. They also allow you to identify what these groups are downloading. This is very valuable data, especially when it comes to media. When you pull an image or videos download report, it identifies what user is downloading each file and what group they belong to. You can use this data to demonstrate ROI by showing how much content media has downloaded from the system for a certain time period. And, of course, you can use it to improve visual content by knowing which photos and videos media are after and focusing efforts there.
For marketers, data and analytics are vital. If you don’t measure, you can’t improve. Use your DAM to it’s full potential by using the reports and statistics to enhance your visual assets.