Industry insights

How to build your business case for digital asset management

by Canto  |  February 18, 2022

6 min. read
Tagged sailing images and videos in a digital asset management platform.

If your organization has been trying to manage a growing collection of digital assets across multiple platforms and storage locations, you’ve already seen just how challenging and inefficient that task can become. Simply locating a file can be a challenge without any system in place to assign searchable tags or metadata, and even when you do find the file you need, there’s often no easy way to determine whether it’s the most up-to-date version. What’s worse, you may also be managing access for multiple collaborators and trying to control what assets employees share on their social media channels.

In other words, it’s a big mess.

Fortunately, there’s a solution designed specifically for this unique problem. Digital asset management software centralizes your assets into a single source of truth that makes it easy to locate and control your branded content. If you have the authority to adopt a new platform and process, the choice is an easy one. If not, however, you may find yourself in the position of having to build a persuasive digital asset management business case for your company.

Making a business case for digital asset management

The decision to add a new software platform to an organization’s tech stack isn’t always made by the people who will be using it. While the benefits of a digital asset management solution may be obvious to anybody involved in the day-to-day production of content, they’re probably less so to someone in another department or function. This is particularly true in a large enterprise environment, where decision makers may be far removed from the production process and evaluating potential software purchases on a variety of factors.

Some of these considerations likely include questions like:

  • How will we measure the ROI of the new software?
  • Will the software disrupt existing workflows across multiple departments?
  • Can the organization’s existing software do the job just as well?
  • Will the new software create security problems?

Making a business case for why digital asset management can benefit an organization is often the fastest way to address these concerns and win over decision makers. By focusing less on how the software works and more on how it will actually impact the business, you can make a persuasive case for implementing a new software solution.

Image download metrics from a sailing brand's Canto library.

5 key points to highlight in your digital asset management business case

The first step to building a compelling business case is gathering data. Talk to the people who work with your digital assets on a regular basis to identify pain points. You should also review your existing processes to determine where improvements need to be made. If mistakes have occurred due to poor asset management practices, be sure to determine where things went wrong and how the problem could have been prevented.

After gathering your research, you can use it to make several important points about how you’re doing things now and how a digital asset management platform could improve the business.

1. Content demands are growing

Organizations are sharing content over more channels than ever before. Whether it’s your company website, email campaigns, social media accounts, or advertising, your digital brand assets are being deployed in many different places at once. This trend will only accelerate in the future, so it’s critical to have a system in place to manage these content demands. By providing information about where and how your organization is using digital assets, you can emphasize the growing need for a solution that makes them easier to manage and deploy.

2. Wasted time is wasted money

Time wasted searching for missing assets or recreating lost content can be quantified in ways that show just how much having inefficient processes and systems in place is costing your organization. A Canto study found that about a third (33.4 percent) of people working in marketing spend the equivalent of three weeks per year searching for digital assets, while 15 percent of them spend as much as six weeks trying to locate content spread across multiple servers and cloud storage platforms.

If an employee making $25 an hour is spending roughly 11.5 hours a week searching for the right asset, that comes out to nearly $15,000 in lost productivity. Organizing all assets into a single, easy-to-manage source of truth could easily eliminate much of that waste and vastly improve efficiency.

Image of sailboat being cropped, resized in Canto for faster sharing.

3. Brand management is critical

In the fast-moving digital age, organizations understand the importance of investing in their brand as a way to build trust with customers. Brand management is an essential part of building and maintaining that reputation over time while also adapting to new market conditions and consumer expectations. Without a system in place to ensure everyone is adhering to branding guidelines, the brand can quickly become inconsistent in terms of visuals and tone. Implementing approval workflows, organizing approved assets in a centralized location, and establishing version control to eliminate outdated content are all vital steps that need to be taken to ensure successful brand management.

4. Better data leads to better decisions

Sometimes, the most persuasive data in a business case is the absence of data. Organizations dedicate extensive resources to creating brand assets in the expectation that they will help generate better awareness and loyalty among customers. But if they don’t know how those assets are being utilized, it’s difficult to make decisions about what sort of content is most effective in terms of messaging. Consolidating digital brand assets into a centralized platform makes it easier to accurately track how assets are being used (and by whom). The data obtained from this reporting can inform future strategy and creative direction.

5. Improved control enhances security

Managing user access across multiple platforms is challenging at best and frequently results in confusion or outright mistakes. Someone may be granted access to confidential files by accident, or credentials may not be withdrawn even after a user no longer needs them. The problem becomes even worse when dealing with people outside your organization. By placing files in a secure digital asset management platform with extensive sharing features, you can easily distribute content without creating additional security risks. Upload links, customizable web portals, and time-sensitive access permissions provide ways to share content that are much more secure than trying to manage access across several systems.

How Canto can support your digital asset management business case

Canto is a digital asset management platform that makes it easy to organize, find, and share your organization’s brand assets. Thousands of customers have already discovered how Canto’s extensive content management tools can help them be more productive, save time, and eliminate costly errors. Featuring an extensive array of integrations with existing business software, Canto makes it quick and easy to deploy a scalable, secure solution for brand management.

If you’re building your business case for digital asset management, the team at Canto is here to help. Get a free trial of the platform today to see what a difference a dedicated content solution can make for your organization.