The proliferation of communication channels and content formats, and rising customer expectations for rich and engaging content have dramatically increased the volume and variety of content resources that enterprises must develop and manage. And because today’s customers are demanding content that is always fresh and current, the effective lifespan of many content assets is decreasing, which means that marketers must develop new content at a faster pace than ever before. To keep up with content development demands, marketers are seeking to reuse and repurpose existing content assets whenever possible.
As the volume of content grows, the pace of content development accelerates, and the reuse of content increases, it becomes more complex and challenging to track, manage, and stay in compliance with the intellectual property rights that are associated with many content assets. And unfortunately, if your company uses content assets in violation of someone’s intellectual property rights, the financial repercussions – including litigation costs and damages – can be substantial.
To avoid the negative consequences of violating intellectual property rights, enterprises need to take three steps:
- First, it’s critical to gain control of your inventory of digital content assets. This is one of the primary benefits of using a capable digital asset management solution. A DAM system provides a central repository for digital assets, controls access to those assets, and makes them findable by authorized users.
- The second key is to thoroughly understand and completely document the usage rights and restrictions associated with each content asset, and link each asset to the relevant usage rights and restrictions.
- Step three is to implement a mechanism that enables content developers, marketers, and other users to easily and quickly determine whether they can or cannot use an asset in a particular way. Making it easy for users to “clear” assets for use improves efficiency and reduces the risk that assets will be used in ways that violate IP rights.
Some enterprises rely on the metadata capabilities of their DAM software to manage intellectual property rights pertaining to digital assets. An enterprise-class DAM solution will provide robust metadata management capabilities, and those capabilities can be an effective way to manage IP rights that are relatively simple. However, it is challenging to use metadata fields to manage the kinds of complex, multi-dimensional IP rights and restrictions that are becoming more prevalent.
In October, ADAM and FADEL presented a webinar that addressed this topic in greater detail. You can view a recorded version of this important presentation here.