A tidal wave of content is diluting the web, social media and physical spaces, making the job of a marketer much more difficult. Decent content is now as easy to ignore as awful content. Just as Stephen Colbert and Jon Stewart parody the 24-hour news cycle, the “omnichannel,” “real time,” “engaging,” “targeted” and “viral” content world is now mocked by websites like Clickhole and TrapCrunch. Only outstanding writing, videos and images will have an impact.
Getting people to care about your content doesn’t come down to just the act of distribution — it’s about the full life of communications, from creation to preservation. That’s why I believe digital asset management (DAM) plays such a crucial role in marketing. It’s not just about simplification or saving time — it’s about delivering an experience worth talking about.