Did you ever notice that a lot of the work done by so-called digital marketing optimizers is less about optimization of content and more about strategies to leverage content and find new niche audiences? Perhaps it's time to give this role a new label that best describes this position: digital asset management.
Yes, there is a bit of optimization of videos, news, and images to get them into Google's search results and videos ranking higher on YouTube. But for the most part there is very little “optimization” of content and a whole lot of strategy and research to pick the right content to target at the right search engine results page (SERP) to find the widest audience possible.
Content Development, Production & Promotion Strategies
Digital asset managers (DAMs) use analytic metrics and campaign goals to choose the types of media content that needs to be developed and the role it plays in order to achieve the goal. For instance, commissioning a video because the target SERP has been known to include them but presently there isn’t one.
Digital asset managers can leverage the content production process by directing the use of content in other sites and media formats. You'll often see two or even four different media formats in one piece of content.
DAMs can utilize the components within their content to promote the larger piece of content. If the content production process is managed properly you can boost the buzz around the main content with previews in other formats.
Typical Digital Asset Management Strategy
As an example, let's say your company is considering converting podcasts into videos. Obviously, the goal is to gain a new audience.
Your decisions should be based on returns. Return can be a lot of things. Often it’s achieving a goal that isn’t directly attributable to the content in a way that is easily tracked in analytics.
At first the benefits – though large – look limited to YouTube and a few other video sites. The podcasts are hosted on a third party site for easy management of iTunes, with the bonus that the host provides an iPhone and Android app that can also be loaded with the video. Leveraging digital assets with video is like finding money in the street!
Next, what about the content production? How could each component of the conversion from podcast to video could be leveraged for a wider and quite often new audience?
The conversion would require a storyboard to use as background and provide info about the content for the video. This is important on this project because YouTube only allows 15 minute segments and the podcast is generally over an hour in length.
Like all smart video promoters, you'll want your logo in the foreground (though smaller) and the show in the background because the main goal of this campaign is to raise visibility for the brand and “entities" or hosts associated with them.
Another way to use the storyboards for the video is to turn those into SlideShares with music. You could use the SlideShare to preview the show on SlideShare sites and distribute them to all the usual social hubs. Facebook and Twitter users share a lot of images, especially if they contain statistics and are entertaining.
Who knows. Maybe the SlideShare goes viral and you get a whole new audience! Mostly you want to raise brand awareness where you know your social audience is engaged or sharing content, or getting a link to a show or download.
So now our example company is previewing the YouTube video on SlideSharing sites the day before it's released. Images have been leveraged, but is it possible to do more? Besides Google Images (generally I avoid) there are many places like Tumblr, Pinterest and who knows how many other sites to share images in a social setting.
Clearly, there is a lot more to digital marketing optimization than just optimizing the media and content for search engine rankings. Your manager can leverage every asset to gain a wider audience and opportunities for sharing and linking to your content.
Meet Your Favorite Search Engine Watch Contributors
Many of SEW's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Thom Craver, Josh Braaten, Lisa Barone, Simon Heseltine, Josh McCoy, Lisa Raehsler, Greg Jarboe, Dan Cristo, Joseph Kerschbaum, John Gagnon, Eric Enge and more!