Optimity Advisers, who count a number of DAM luminaries among their staff (including, David Lipsey and John Horodyski) have recently published a whitepaper Metadata Matters. They have decided to call them ‘Orange Papers’, presumably because everyone else uses ‘Whitepaper’ and their logo is orange too (fortunately the text is not on an orange background). The document is written by John Horodyski and covers a number of areas within the wider metadata subject:
- Introduction to metadata
- Related metadata concepts
- Metadata governance
- Common metadata challenges across different industries
- Developing metadata strategies to reduce the risks of enterprise information loss
- How to start formulating metadata strategies
“Metadata is the foundation for your digital strategy. It is needed to deliver an optimized and fully engaging consumer experience. There are other critical steps to take as well, including building the right team, making the correct business case, and performing effective requirements gathering – but nothing can replace an effective metadata foundation for your digital strategy. As previously stated, you want your assets to be discovered; they want to be found. Content may still be king, but the user is also worthy because if you have great content and no one can find it, the value of the content is as good as it not existing. Metadata will help ensure that you are building the right system for the right users.” [Read More]
The paper requires registration, but the sign-up form is just a few basic fields. The length is a little on the short side at seven pages, but it has not been padded out with filler and the information is reliable, accurate and I could not find anything to argue with. There is some moderate advertising for Optimity in the copy, but not a great deal and it is free, so if you’re not planning to become an Optimity client then you can just skirt around that bit.
One further point in their favour. I accessed this paper about a week ago, to date, I have not been contacted by sales people with pressure questions about when/if I am likely to engage Optimity’s services. I downloaded another paper from a vendor (not one we have featured on DAM News too much before, I should stress) and within 20 minutes, emails were being sent asking if I was in the market for a DAM system and what my purchasing timetable was etc. A tip for anyone using whitepapers as a marketing method, ideally don’t allow the sales people anywhere near the download lists and keep it to a pull rather than push marketing strategy where the prospects contact you if they are interested. If you have one of these sales and marketing bosses who talks a lot about ‘the numbers game’ and insists on getting the front-line personnel to ‘warm call’ anyone who registers, at least give people a chance to read the paper first (i.e. wait a week or so). I still think that technique is a bad one, however you do it, but the real tragedy in this case was that the paper itself was pretty good and if I had been contemplating buying some DAM software, I might have been more assured they were a safe pair of hands and worth making a note of when/if some requirement presented itself. As it is, all that effort acquiring trust and authority was blown apart by the premature contact from the sales person.
It’s a point that has been made numerous times here on DAM News (and elsewhere in more general terms) but DAM is nearly always a consultancy oriented purchase, whether it is products or expert services being procured. Both buyer and seller are going to spend a decent amount of time in each other’s company learning a lot of detailed information about the other party. For that reason, it’s about education and trust first and foremost. If people think you know what you are doing and they genuinely need to buy something you sell, they probably will contact you themselves. I’m sure these pressure tactics can work in other markets (which is why people still use them) but for DAM, they definitely do not.
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