October 26, 2021

Achieve Better Video Marketing with a Video Management System

In this modern “do more with less” world we live in, rarely is your marketing and advertising department able to afford a video expert. Most likely, you have a small team winging it every day – making the campaigns count with the few resources they have.

The best way to support this effort is by optimizing, repurposing, and reusing videos in campaigns where possible. Without a central storage location or a way to find those videos, this effort can be overwhelming, time-consuming, and can seem more cumbersome than simply recreating videos.  

So the question is, how can the team better optimize their video efforts? A video asset management (VAM) system offers proper storage and organization of files, advanced search, granular security, and video-specific capabilities.

Storing and Organizing Assets

Even the best file folder structure has the potential to get disorganized, misplace essential documents, or become so complex that it’s impossible to dig down deep enough to find what you need. The proper digital asset management (DAM) system optimized for video can eliminate all these issues.

It’s critical to have a single, well-organized location for finding and discovering your assets. Videos can pose a unique challenge because they are typically huge files, but the right DAM can efficiently and effectively handle these files in ways that address these challenges.  Equipping your team with a tool that properly organizes video and other marketing content is only the first step to successfully managing your digital assets.  

Search Capabilities Beyond File Storage

All digital and video asset management systems have basic searching and categorizing features based on metadata. You can think about metadata like keywords or phrases used to identify the asset. You can use something like “video ad,” “LinkedIn campaign,” “Q2 2021 campaign,” or even all three if they’re applicable. After you have a set of search results, you can narrow the search further by applying additional keywords, using facets, or exploring a “find similar assets” option.

These advanced search features make a significant impact on the ease of finding the correct files. This file lives in multiple categories without physically being kept there, as a file folder structure would require. Suppose you just wanted to review specific campaigns based on medium, quarter, or platform. In that case, you can do that all without having to sift through folder after folder after folder and identify them yourself.  

Metadata can also include the contents of a document or video. In the case of a video, the transcript can be searched, allowing you to find the video where the topic is mentioned and the exact location in the video where it occurred.

Secure Access

Do you need to follow strict compliance requirements? Are there specific teams that shouldn’t have access to all of the files? Video asset management makes this a breeze.

Whether it’s restricting specific user access or simply allowing preferences to dictate what a user sees, you no longer have to set up complex or unreliable security measures on files and documents. You can restrict entire categories, overarching folders, or even specific metadata fields so you know the only eyes on these files are ones that should have access.

Video Specific Capabilities

Working with ease and efficiency is always a top priority. But finding a platform that lets you do that can be challenging. Although a VAM allows you to search quickly, view, and store assets, it also delivers the capabilities to address challenges unique to video.

Frequently all that’s required is a simple trim to remove the beginning or end video. You can do this right within the platform, without the hassle of downloading it and using a separate video editing software. Same with adding a watermark. This functionality provided to you in the VAM is just one click away.

Videos come in a variety of file formats and sizes. A VAM can normalize videos to a standard format, creating a video rendition that reduces its file size. The original video is preserved, but users can view and share the rendition, ensuring a consistent viewing experience that doesn’t overload your network.  

In addition to traditional metadata, video contains transcription or sub-titles. A transcript can be extracted using AI-powered speech-to-text services to create closed caption text and be included in the search. It not only allows you to search for terms in the video but it knows exactly where in the video they’re being used. Do you have a multi-lingual user community or the video is not in your native language? Use a similar process to translate the video to the languages of your choice.

How is all this possible? Enter Nuxeo and Nuxeo Video Suite by Genus. Marrying the organizational capabilities of Nuxeo’s digital asset management platform with Genus’ functional additions, your team can work more efficiently on video projects than ever before. The add-on automatically performs tasks like transcoding, transcribing, translating, and streaming. All transparent to the user, so all they need to do is enjoy the benefits.  

Campaign Review Made Easy

Many modern filing systems can send a link to the reviewer, but few have the capabilities digital asset management offers. Going beyond individual file or folder link sharing, you can send someone search results for review. Yep, you read that right, meaning that metadata that helps you identify and categorize essential files also helps you in the review process.

Does the manager want to see all the campaigns run last quarter? This will take you only seconds instead of hours gathering all the pieces you need.

And reviewing individual files for approval is a cinch. Reviewers can leave comments or annotations right on the asset, so they don’t need to download or open the content in a different platform to get edits back and forth.

Overall Organizational Success

Although marketing certainly has a lot to gain from the proper DAM and VAM implementation, every member of your organization can benefit. Proper organization of files in any department is essential to the success and efficiency of the team. A DAM that empowers users and appropriately manages complex documents allows for easier task management and coordination. Organizations large and small need to locate, review, and share all file types with ease.

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