This article is adapted from a piece by Andrew Fingerman originally published in CIO Insight.
Photos and videos are corporate assets, just like documents, applications and code. A corporate image archive gives your organization a central place to preserve that content, find approved files and control how they are shared.
A digital asset management (DAM) system helps reduce the duplication and confusion caused by files scattered across hard drives and shared folders. For CIOs, it also supports security, access management and brand protection.
When evaluating a system for your company, focus on four core functions: archive, organize, distribute and manage rights.
Archive: Preserve Your Corporate Photos and Videos
Ensuring the longevity of your organization’s images is the foundation of a successful library. You need confidence that the files you store today will remain available when your team needs them.
A cloud-based DAM can support that goal, but storage alone is not a preservation plan. Ask providers about geographic redundancy, backups, recovery procedures and how you can export your original files and metadata. Confirm what happens if a file is accidentally deleted or your organization changes systems.
Review security and access controls alongside storage. Establish who can upload, download, edit and delete assets, and who is responsible for reviewing those permissions.
Organize: Make Approved Assets Easy to Find
The ability to quickly find a specific image within a growing archive creates value. Creating an effective workflow for adding images to your corporate archive, including metadata such as captions and keywords, reduces reliance on a single person who knows where everything lives. Include dates, creator credits and usage information so files retain their context.
Organization also means distinguishing your complete archive from the assets approved for use. This is crucial for managing your company’s brand, particularly as your organization grows. Make it clear which files are current, approved or restricted.
AI search and tagging can help teams find content and reduce manual work. Keep human review in place for important metadata, especially names, credits and usage restrictions.
Distribute: Share Content with the Right People
Photo distribution can take up a significant amount of time when every request requires someone to find a file and send it manually. An efficient way to share photos and videos with employees, partners and the press helps teams respond faster.
Among marketing and creative professionals using a DAM, 58% said it makes sharing easier, according to PhotoShelter’s research.
With controlled content sharing, teams can give people access to the assets they need without opening the entire archive. Review download permissions and available usage reporting, and check how the system connects with the tools your teams already use.
Distribution can also create revenue opportunities. The University of Michigan provided an early example of using photo sales to support its photography department. An organized archive makes images easier to find and offer for sale, where your organization has the necessary rights.
Manage Rights: Keep Usage Information with Your Assets
CIOs need to help their organizations track how photos and videos may be used. A file’s presence in the archive does not mean it is approved for every campaign, channel or audience.
Keep creator credits, license terms, expiration dates and any relevant releases or restrictions with the asset. Assign responsibility for checking that information before publication and for updating or restricting files when permissions change.
A DAM can make rights information easier to find and support a review process. It does not grant permission to use an asset or replace checking the applicable agreement.
Build a Plan for Your Corporate Image Archive
Managing corporate photos and videos is a shared responsibility across IT, creative, marketing and legal teams. Agree on who owns the archive, how assets are approved and how access and usage information will be maintained.
Use these four functions to evaluate your current process and identify gaps. For a provider comparison checklist, see PhotoShelter’s DAM Buyer’s Guide.
Cover photo by Jamey Price.
