Marketing Asset Management: How to Find Everything You Need (Quickly)Click To Tweet
Download Your Marketing Asset Management TemplatesMake managing your assets easier with these downloadable resources:
- Asset Naming Convention Template: Make sure assets are clearly and consistently labelled.
- File Naming Convention Documentation Template: Provide directions for your team on how to name assets and where to find them.
- Marketing File Folder Structure Templates: Ready-made set of file folders to organize your assets.
What is Marketing Asset Management?Still unsure what “marketing asset management” really means? The fancy definition of marketing asset management is the process of storing and organizing the assets used by your marketing team, such as:
- Image templates
- Podcast episodes
- Event posters
- Blog posts
Why is it Important to Manage My Marketing Assets?Chances are you’ve got a bunch of files on your computer. You know exactly where every asset is, so you’re questioning why marketing asset management is important. Aside from the fact it helps your co-workers find your assets, it solves these three problems:
1. Team Members Stop Asking for Assets From Other StaffPicture this: Your Marketing Executive, Sophie, is looking for an image to share on social media that was created by Jane. However, Sophie can’t find the image, so she asks Jane and disrupts her workflow. This type of multitasking leads to as much as a 40% drop in productivity, not just for Jane, but the people around her, too. Marketing asset management software would allow Sophie to find the image she’s looking for without the disruption. She can leave Jane to complete her own work and probably find the asset faster than with Jane’s help.
2. Save Time on Asset CreationDid you know that employees spend 1.8 hours every day searching and gathering information?
Did you know that employees spend 1.8 hours every day searching and gathering information?Click To Tweet
3. Maintain Brand ConsistencyProperly storing your marketing assets means staff can browse their library before creating anything new. Not only does this stop them creating things twice, but it gives them the chance to see your style or standards. Do you have a set of brand colors? What fonts do you use? Do the introductions to your blog posts follow a similar format? When staff can view a library of assets before creating something new, they can follow those guidelines. This creates brand consistency, which means brands can be 3 to 4 times more likely to experience brand visibility and have an average revenue increase of 33%.
How to Implement Marketing Asset Management EffectivelyNow that we understand the benefits of marketing asset management, you might be wondering how you can organize your files. Here’s how you can implement your own process:
1. Choose One Place to Store AssetsThe first thing you’ll need to think about is where you’re storing your assets. You’ll want to use software that makes it easy to organize files, create folders, and invite new people to (such as new hires, or staff from another department). This could be your project management tool, Dropbox, Google Drive, etc.,but things could get muddled easily. The easiest option is an asset organizer, which makes it easy to view and store your assets. If you’re still dead-set on using a tool like Dropbox, Google Drive, and OneDrive, our asset organizer syncs with them. This means you can upload your assets to those tools as normal, then pull them into your asset organizer to make it easier to find what you’re looking for.
2. Develop a Clear Folder Structure to Organize ThemThe goal is to make it easy to find a specific asset without trawling through tons of files. So, make a folder structure that makes it easy to find what you’re looking for—like having folders for each marketing channel you have. That might include:
- Social media
Regardless of what you're storing, make sure your asset folder names make sense.Click To Tweet
3. Establish Clear File Naming ConventionsJust like folder names, you should set a rule for staff to make the name of the asset itself self-explanatory. Remember: The goal is to make assets easy for someone to find. You could use naming structures that explain the format of the asset, like “Blog Post: Blogging Tips” or “Image: CEO Headshot,” for example. Or, you could add the name of the person who created it, like “Blogging Tips - Blog Post [Annie]”.
4. Define a Process for Version ControlImagine, you’re wanting to publish a blog post that your team member wrote, so you look in your folders to find it. Only problem? You’re met with these files:
- Blog post 1
- Blog post final
- Blog post REAL FINAL
- Blog post REAL FINAL 2
5. Audit Existing AssetsThere’s nothing worse than having a bunch of assets in your library that nobody uses. Not only does it clog everything up and make it harder to find what you’re looking for, but some cloud storage software charges you for the extra space. Combat this by auditing your assets regularly. Set a reminder to clear out any old, unused assets every six months. Look at the file history: has anyone opened the file within that time frame? If not, it’s likely time to clear it out. However, be wary about discarding files that have been opened recently, but not necessarily used. You don’t want to throw away an asset that somebody relies on, so send an email or Slack notification before deleting the file. If nobody comes forward to save it, send it to the archive or trash can. The goal is to determine what’s still usable, what needs updating, and what should be discarded. Don’t hold onto assets you’ll likely never use again. It’s a waste of space (literally).
6. Establish a System for Labelling and Tagging AssetsWe’ve already got smart folder and file names, but there’s an even easier way to find what you’re looking for—labels. Adding labels to your assets makes it even easier to find and view similar files. You can use them to show what needs to be done with each, and whether or not they’re ready to be used in marketing material. Start by using these three labelling categories:
- Needs to Be Updated
- “I use that file regularly.” > Up-to-Date tag
- “I forgot about that asset. I’d like to use it, but it needs some tweaks.” > Needs to Be Updated tag
- “That was for a campaign we used and won’t ever run again.” > Outdated/Archive tag
The more information your team has to work with, the better.Click To Tweet
7. Make it Easy to Share Your Marketing AssetsYou’ve got your assets stored perfectly. Each file has a distinctive name, is stored in a specific folder, and is tagged to show whether it’s usable. Let’s say you’re in a marketing meeting, talking about a new campaign you’re planning. Your marketing manager wants to see a list of the marketing assets your team has created before going live. You can make it easier for them to find said assets—without having them dig through folders. Some marketing asset management tools have a shareable link which you can send internally. You can use the same process to direct marketing staff to an asset they need. Our asset management software can do this via a secure link. Simply hit the “Share Folder” button and set the permissions for people who can access the folder. Then, copy the URL and send it to your marketing manager. The link will take them directly to the assets:
8. Get Team Buy-in to Use the SoftwareIt’s no good having a marketing asset management tool if your team isn't using it. So, invite your entire team to the software and give a mini tutorial on how to use it, including how to:
- Upload/download things
- Name files
- Share links to specific assets