digital asset management
Creativity Marketing Transformation

What Hootsuite’s Latest Move Teaches Us about Digital Asset Management

4 Minute Read

Audiences swap their social media allegiances as often as social networks update and tweak their sites and apps. For an enterprise marketer looking to tap into the flurry of online activity, hitting a moving target can be overwhelming. And for brands with large libraries of content that use multiple channels for their campaigns, digital asset management is often a complicated exercise—much like organizing the world’s largest and least organized desk.


As consumer-facing platforms trend toward keeping everything inside a given feed, back-end social media products are also looking to simplify through consolidation by helping companies integrate asset management, tracking, and sharing. For example, Hootsuite recently announced integration with Google Drive and Dropbox—a big move that predicts a major marketing transformation, and proves the demand is there for more comprehensive post scheduling and better ways to manage digital assets.

From Humble Beginnings

Some readers may remember Hootsuite as the Twitter plug-in that provided Tweet scheduling and analytics in the early Twitter world—before the site offered its own built-in analytics and when well-timed Tweets were a priceless currency. Since the state of social media has changed, tools such as Hootsuite, although useful in certain cases, have become somewhat less relevant. Now, all news feeds rely on algorithms that don’t seem to give much preference to recent or well-timed content. And users engage with the content in different ways than before—which is part of why social media platforms have changed the way they display content. Oddly enough, the quirky, scrappy startup that once focused solely on scheduling Tweets is pivoting in a way that mirrors the state of content consumption and publication across platforms.

More than Just Good Timing

For content to make a splash in today’s paradigm, it takes a lot more than delivering 140 clever characters at precisely the right time. Not only do brands have to cast a wider net (hence, Hootsuite and competing products integrating better than ever with all major social networks), but they also have to deliver rich content assets across platforms. What’s more, most of your brand’s audience is using all those platforms, and it comes across as more than a bit unpolished to duplicate post the same assets in a disorganized manner.

The switch from Tweet scheduler to full-on asset manager (with cloud storage service integration) mirrors both the consumer and enterprise mind-set surrounding content creation and consumption. No matter which platform consumers use, they expect to be able to consume all content within that site or app. Much of this is a result of the native content wars and publishers’ push towards preventing people from ever clicking out of their newsfeeds—the rest is textbook twenty-first-century expectations that publishers are meeting content consumers exactly where they already are. Either way, digital asset management is becoming an increasingly hot topic as publishers recognize the need to deliver high-quality content across a wide array of platforms, each of which has its own unique quirks. Content is only effective if it’s discoverable—with audiences spread across several platforms, it’s critical that your quality content is on all of them, too.

Don’t Get Lost in Your Library

Many brands now recognize the need for a large library of compelling content that meets potential customers where they already are. The conversation surrounding content marketing has experienced a huge shift lately—it feels like just yesterday that many brands were still wondering if they really needed to make the leap from interrupt ads to native content, while today more enterprises than ever understand the need to take quality thought leadership in-house. However, content consumption patterns and social media usage paradigms are shifting rapidly, and brands that are finally creating content still struggle with best practices surrounding when, where, and how to best share their best assets.

Digital asset management is an increasingly important component of a holistic content marketing strategy. Brands have massive libraries of images, videos, and written content that all conspire to tell a compelling brand story. But until they can consistently share those assets with the audiences that need to see them, they are of little value. High-quality tools like Skyword’s Digital Asset Manager enable companies to spend more time creating new content and less time ensuring that they’ve selected the ideal images or translating content for international teams. Today, what separates great content strategies from lesser ones isn’t the quality of the content so much as it’s the way that content gets delivered, discovered, and shared. Brands that spend too much time fumbling through digital files or sloppily reposting images and articles across platforms are not making the most of their asset libraries.

content library

Don’t Miss a Tweet

As content marketing gains recognition across enterprise verticals, it is finally receiving the budget and tools required to be a formidable part of a holistic marketing department rather than an afterthought. For brands to achieve lasting marketing transformation, they must do more than simply acknowledge that content needs to be created. Accruing a library of assets, managing them well, and publishing them properly across platforms are all equally integral to running a compelling program with staying power.

Interested in digital asset management? Click here to learn more about how Skyword can help.

John Montesi is a content marketing specialist who has worked with major companies in Silicon Valley's B2B and SaaS sector. He has placed professional articles in major online industry publications and personal writing in literary journals. John is a technophilic Luddite who still giggles every time his Google Calendar syncs to his phone. He likes to explain complicated concepts with whimsy and ease and is an accidental SME on software, real estate, sports, art, music, cars, and lifestyle brands.

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