Marketing Asset Management Infographic

Marketing Asset Management

5 Ways to Track Your Valuable Content

What’s the Problem? The “Content Void”

Many companies struggle to organize their marketing content. This inefficiency leads to significant problems that a good Marketing Asset Management (MAM) system can solve.

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Lost Content

Valuable assets get buried and forgotten, never to be used again.

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Wasted Effort

Teams “reinvent the wheel,” creating content that already exists.

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Missed Opportunities

A perfect asset that could have closed a deal is never found.

MAM vs. DAM: What’s the Difference?

Marketing Asset Management (MAM)

A central hub for all content marketing assets that have a **URL**. It’s about managing and accessing the *content* itself.

Digital Asset Management (DAM)

A storage repository for media **files**, like images and videos.

Key Idea: A MAM record can link to a media file stored in a DAM.

What is a Marketing Asset?

An asset is a resource with economic value. If you spent **time and/or money** to create a piece of content, it’s a marketing asset.

📄Blog Posts & Articles
💻Website Pages
🎯Landing Pages
🔒Gated PDFs
🏢Microsites
📈Case Studies
🛠️Tools
▶️Videos
🎙️Audio
🗺️Maps
🔗Link-in-bio

5 Options for Managing Your Assets

1. The Spreadsheet

Use Google Sheets or Excel. Create rows for assets and columns for details.

Pro: Simple to start & no extra cost.
Con: No search, no audit trail, easy to delete data.

2. Collaboration App

Use tools like ClickUp or Asana with dedicated folders and tasks for assets.

Pro: Custom fields, good for small teams.
Con: Can become cluttered if not managed well.

3. Custom CRM Objects

Build a custom table directly within your existing CRM system.

Pro: Powerful database features, global search.
Con: Expensive CRM licenses for non-sales users.

4. SaaS Brand App

Subscribe to a dedicated platform like Brandfolder.

Pro: Advanced features like AI tagging & analytics.
Con: Often complex and has a higher enterprise cost.

5. AI-Built Custom App

Use AI tools (StackBlitz, Supabase) to build your own app.

Pro: Fully customizable, unlimited users, low cost.
Con: Requires some technical knowledge.

The Takeaway

Whether you use a free spreadsheet or build a custom app, a proper MAM system will:

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Save significant time for your team.

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Increase revenue by using the right content at the right time.

Source: “Marketing Asset Management: Five Software Options For Tracking Valuable Content” by Steve Chipman, March 21, 2025.