Over the last decade of my career I have specialized in the processes, best practices, and methodologies for managing physical and digital technology assets in the form of hardware and software for clients in the Fortune 500. These processes and practices insured adequate tracking and control to adhere to the strict and audited requirements of a variety of regulatory agencies as well as to measure and manage the total cost of ownership and the return on the investment of their asset portfolios.
Today, I use those skills and expertise to help business owners and entrepreneurs grow and manage the digital content asset portfolios supporting their social media brand, engagement, and marketing strategies using these same methodologies employed by large global organizations.
A successful content asset management program requires a level of sophistication that includes capturing a variety of data about the content.
Below are FIVE WAYS to get results:
1. Categorize Content
Successful social media marketing programs include content in the categories listed in the below image.
In order to slice and dice data for analysis – it is important to capture several elements about the content. This includes content purpose, topic, tone, colors, elements, target demographic, parent campaigns, etc. Without adequate information about the content asset itself – it will be difficult to determine what elements of the content were the drivers that created the results. Additionally, the methods used to determine the categorization variables should be documented and consistent.
2. Track Performance by Digital Media Platform
Once you have the types of content categorized across the various digital media platforms (Text, Audio, Images, and Video) begin tracking performance. Use specific numeric indices by social media platform. The number of LIKES, SHAREs, OPT-Ins, etc. combined with specific distribution timeframe parameters to gauge impact.
3. Perform Type and Timing Experiments
Never assume that the first test is best. Perform content type and distribution timing experiments to confirm, validate, and improve content impact – ultimately improving the return on the investment. Change only one variable in the test at a time and measure results for a statistically significant amount of time in order to insure a consistent and reliable result.
4. Continuously Improve The cost of the content development, distribution, and management must be controlled in order to reduce the total cost of ownership of the content asset itself. The performance of the content will help offset the cost of ownership when it results in conversions and revenue generation. However, what works today, may not work tomorrow, so it’s a process of continuously monitoring and improving the content asset itself, the time, media type and distribution method.
5. Manage the Lifecycle of Content Asset Portfolio
Content must be acquired or developed, inventoried, managed, distributed, updated, and archived. Organizations should implement the processes and procedures necessary to effectively manage the lifecycle of their content assets to get best results. This allows for the development of a cost and performance baseline that can be measured so that an accurate cost of customer acquisition can be determined.
Responsible and successful businesses implement the necessary measures to deliver results to the bottom line. The content in which you are investing time, money, and resources to develop are assets.
How are you managing your content asset portfolio?
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