How can B2B marketers optimize a digital asset workflow that incorporates best practices for search findability both externally and internally?
According to IMARC study data, the global Digital Asset Management (DAM) market was valued at $3.4 billion in 2019 and is expected to reach $8.5 billion by 2025, so it’s no surprise that more B2B marketers are looking for and implementing solutions that aid in search findability. According to another recent report, the global DAM market is expected to grow to $10.2 billion by 2027, an increase of 18.3 percent from 2021 levels.
Let’s look at what digital assets are and some of the solutions B2B marketers are using to manage ever-expanding digital content, from improved external search engine findability to increased internal search efficiency.
What Are B2B Marketing Digital Assets?
What, after all, is a digital asset?
Digital assets, as we first discussed in Why B2B Marketers Should Give a DAM: Top Tips on Digital Asset Management, are simply any computer files stored anywhere — whether on your phone, tablet, desktop, network, or in the cloud.
Digital Asset Management (DAM) is a type of software that runs on a local computer network or in the cloud and is designed to ingest and organize an unlimited number of files — all of the digital assets that business marketers create and use on a daily basis.
The greater the complexity of your marketing strategies, brand, or business, the greater the benefits of DAM, especially when accumulated over time.
The pandemic has also revealed some flaws in some businesses, as remote workers have put additional strain on internal systems that were not necessarily designed for unified online access to digital asset libraries.
So, how does DAM technology aid in the discovery of your content?
Improved Search Discoverability Externally
Most of the same signals that search engines use to determine which online content is best for answering people’s questions also help organizations with internal findability efforts, implying that well-optimized content serves both purposes.
Because of this dual power, optimizing content and the individual elements that comprise digital assets is a wise choice for B2B marketers.
When potential customers can find your content via search, digital asset optimization plays a significant role in ranking well within search engine result pages (SERPs).
A powerful and properly optimized DAM system also benefits search marketers by allowing them to systematically find internal search campaign assets, analytics data contained in spreadsheets or other formats, in ways that facilitate more data-informed search marketing efforts.
In many ways, the so-called findability of search marketing complements a smart DAM solution, as both are centered on finding things — whether in the form of search engine query answers or finding a file you know you have but haven’t been able to find quickly until the arrival of a DAM system.