Optimizing Digital Assets: How B2B Marketers Can Combine the Best of External & Internal Search Findability
By Lane Ellis
How can B2B marketers optimize a digital asset workflow that combines best practices for search findability both externally and within your organization?
With the global Digital Asset Management (DAM) market valued at $3.4 billion in 2019, and expected to reach $8.5 billion by 2025, according to study data from IMARC, it’s little wonder that more B2B marketers are looking at and utilizing solutions that help with search findability. Another recent report shows that the global DAM market size is expected to climb to $10.2 billion by 2027, representing a rise of 18.3 percent from 2021 levels.
From better external search engine findability to increased internal search efficiency, let’s take a look at just what digital assets are, and explore some of the solutions B2B marketers are using to manage ever-expanding digital content.
What Are Digital Assets In B2B Marketing
Just what is a digital asset, anyhow?
As we first explored in Why B2B Marketers Should Give a DAM: Top Tips on Digital Asset Management, digital assets are simply any computer files, stored anywhere — whether on your phone, tablet, desktop, network, or in the cloud.
Digital Asset Management — known as DAM, is a category of software that runs either on a local computer network or in the cloud, and is built to ingest and make it easy to organize an unlimited number of files — all those digital assets that business marketers create and use daily.
The more complex your marketing strategies and brand or business are, the greater the benefits of DAM will be, especially when accumulated over time.
The pandemic has also brought to light certain weaknesses for some businesses, as remote workers have placed additional strains on internal systems not necessarily designed for unified online access to digital asset libraries.
So how does DAM technology help with getting your content found?
Better Search Findability Externally
Most of the same signals search engines use to determine which online content is the best for solving the questions people are asking also help organizations with internal findability efforts, which means that well-optimized content successfully serves both purposes.
This dual power makes optimizing content and the individual elements that make up digital assets a smart choice for B2B marketers.
When potential customers can find your content through search, digital asset optimization has more often than not played an important role in ranking well within search engine result pages (SERPs).
Search marketers also benefit from a powerful and properly optimized DAM system, being able to systematically find internal search campaign assets, analytics data contained in spreadsheets or other formats, in ways that help make more data-informed search marketing efforts easier.
In many ways, the so-called findability of search marketing goes naturally well with a smart DAM solution, as both are centered around 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 quickly find until the arrival …read more
Source:: Top Rank Blog
