For many businesses, video is now an integral part of their marketing strategy, with 87% of marketers using video as a tool. Filmed footage and other visual materials are also vital to the way in which organisations share content with their employees. Even SMEs – who traditionally did not have the budget – have a relatively cheap way to embrace video.
However, as a result, every company has a growing video management headache as there is an increasing need to store, manage and share content. As the amount of collateral businesses create increases, this problem is only going to get worse, so organisations must overcome a sense of inertia to tackle the issue – but how?
What challenges do businesses face?
For many, the management of a combination of internal and external content is one of its biggest challenges. Companies share a massive amount of information with their employees, such as HR and training resources and branding assets, most of which can’t sit on a public platform for obvious security reasons.
Many are also now generating more video and imagery than they ever have for external purposes to ensure they are continually engaging with audiences, whether in the form of ads, email communications or graphics for social media.
As the amount of content they are creating rises, most are finding it more difficult to manage and store it efficiently and safely. Often, it is stored in disparate locations, even on individual employees’ laptops. This means that if an employee leaves the organisation, they tend to take the knowledge of where certain files can be found with them.
This is resulting in businesses spending time internally trying to locate assets, with some having to take the expensive route of recreating pieces they are unable to find.
What is the solution?
Businesses must look to implement a content management platform that will allow them to access and distribute content internally, while also publishing marketing resources to consumer-facing outlets.
The use of a simple cloud-based system will ensure content for both internal and external purposes can be managed securely, and internal content won’t go into the public domain.
A single portal will enable employees to share resources and create a collaborative culture which makes the most of internal assets, as well as employee-generated content. It will also streamline processes, saving time spent finding content and posting it to social media or sharing it across the organisation.
That’s not to mention the financial gain from not having to recreate lost assets. A cloud solution is also future-proofed and, as such, capable of handling growing file sizes as businesses begin to use the latest technologies, such as 4K and 5G.
Currently, most businesses are unaware of the exact size and scale of the headache they are dealing with, but the longer they leave it, the bigger the problem will get.
Those responsible for the management of materials will find that implementing a single digital solution to pull together both internal and external content will make it easier to store and share with relevant groups to create a stress-free experience for all involved.
Helen Aboagye is chief marketing officer at Imagen
