Building a Foundation of Metadata-Supported Content Creation


Why does metadata matter? Because we interact with it each and every day. And we need a solid asset-management foundation across our orgs.

“Workflow is understanding your job, understanding your tools, and then not thinking about it any more.” — Merlin Mann

We are being tracked, and our activities are being watched, as much as we are tracking ourselves and our own activities. We use metadata to help us organize our folders on our computers, so we have somewhere to place our files, so we may one day use them again in our work. We describe and organize our music into playlists that match our feelings and emotions so we may find them again.

You, above all, know your assets and what they can do for you. Defining a strategy demands that you collaborate with those who best know the systems and other resources needed to release your assets’ potential.

Why Metadata Matters

Metadata matters because we interact with it each and every day in both our professional and personal lives. We need to know and understand more about it and care about what metadata is and the power it has to find what we are looking for in our content. We collect data to make meaning, and then we use that meaning in order to allow for some form of access, whether it be to track or record events, to analyze trends over time for decision-making actions and to provide the information back to others seeking knowledge.

Related Article: Why Metadata Matters for Kyiv

Digital Assets Have Multiple Touchpoints

The key to good workflow is both to understand the issues involved in identifying, capturing and ingesting content into the system and to make them accessible and available for retrieval. For example, a Digital Asset Management (DAM) system aims to improve workflow efficiency through the automation of tasks such as ingest, metadata creation, and authenticated access. It is critical to not only develop but document your workflow, from ingestion to approval, and even during migration of assets.

With multiple touchpoints along an asset’s lifecycle, potentially spanning multiple versions and incidents of reuse, a content system can help teams across an organization — from IT staff to all users, past and present — and make coordinated and educated decisions about the strategic use of their digital assets. A DAM ensures that the right asset is being used by the right person(s) at the right time for the right reasons. But it needs metadata-powered workflow to make it work.

Related Article: Build Your Martech Stack on a DAM Foundation

When Metadata’s Best in Content Creation

DAM may be understood as a workflow device to assist in the marketing operations critical to your organization’s needs. To determine how a DAM will accommodate your project, it is important to think how and when data is created and modified in your projects, and then think how this data moves through the projects.



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