Unlock Your Content

Apr 02, 2020

Why Asset Management?

Having worked with most of the media asset management systems on the market today, I have my favorites. Regardless of the system chosen by a customer, the question that comes up as soon as the migration or setup of a base system is complete is always the same. "Now that I have this great utility to catalog and organize all of my content, how can I leverage this information to be able to protect and monetize what I have?" While content organization is a very useful and important task for all content owners to achieve, it is only the first step in being able to realize the true value of the content library you own.

The value of any library is always connected to 3 things. - Accessibility (Can I quickly search through and find the content I need in an efficient and simple manner?) - Delivery (Do I have a simple way to deliver content to my customers with the required metadata in the formats they require quickly and easily?) - Archive (How can my content be easily protected from any single point of degradation? Local backup? Offsite / Cloud backup?) Accomplishing these 3 tasks is often not as simple as many people would think.
The value of any library is always connected to 3 things.


Accessibility sounds like it should be a given for any asset management system to provide off the shelf, but this is often not the case. Before your content can be accessible within an asset management environment, it must first be ingested into that ecosystem. In some cases, this can be as simple as pointing the asset management application to a folder and clicking a button to scan. Be careful with this though, as many of the applications out there don't advertise all of the limitations that may come with this (e.g. lack of support for certain file formats, no support for image sequences, lack of ability to scale this scanning process without very expensive support and customizations beyond the scope of a standard deployment). These are all examples I've seen from many of the major asset management systems out there.


Most people would expect that delivery to all of their OTT platforms (YouTube, Vimeo, Netflix, Hulu, etc) is going to require some customization. The key thing to understand before committing to one system over the other is how much customization these things would require. While some systems may have out of the box workflows that require minimal customization to provide a complete end-to-end workflow, others will require a large expense and long periods of development and testing time to get these kinds of deliveries up and running.


Keeping all of your high-res source media online on your fastest (and most expensive) storage at all times is never a cost-effective way of managing content. Being able to automate the process of moving data back and forth between multiple tiers of storage is a critical component to any asset management environment. While some systems offer built in solutions for this, be careful to check the fine print to understand what archive means in their terms. It's not uncommon for a built-in archive solution to do nothing more than copy files from filesystem A to filesystem B, with little to no metadata, notification, or status update.

How Can I Do This Better

The answer often comes down to doing the research and planning in the beginning to avoid making a large commitment to something that may cause complication and unexpected expense in the long run. While many asset management solutions will require a customer to spend tens of thousands of dollars just to get the basic application functions up and running; with modern systems like #iconik from Cantemo, we have deployed a new MAM solution and assisted clients to begin cataloging their content for less than $500. This provides our clients the ability to test out the base functionality of the system and understand what integration will really be like before having to make any major financial commitments. This ability to get into powerful solutions with very little cost and no infrastructure upgrades is changing the way people analyze the options.

Workflow First

Determine the best possible workflows for your specific environment regardless of any specific systems or software choices. Focus on the initial tasks that are required to get all of your content under management. Then, think about all of the places and formats that you need to deliver content to and flush out all of the processes used today to get that content out to those places. Lastly, determine what the best archiving and backup strategies would be to protect your content while keeping the important recurring content available for a time period that works for your business needs. Once you know the workflow, we can tackle the next task of determining what tools to use and how we can automate as much of it as possible.


Once all of your workflows have been designed and detailed we get to the tools. If you don't have the right asset management platform, transcoders, storage, etc., then being able to deploy the right workflow will be impossible. Because you flushed out all of the requirements before committing to any specific tools, we can help you choose the tools that are the best fit based on all of the desired capabilities, not just the basic ones.


Automation of ingest, metadata tagging, exports, deliveries, and archiving processes are critical to the success of an efficient asset management solution. Good workflow automation is the key to unlocking more value to your content library. At Workflow Intelligence Nexus, we have assembled a group of the best workflow architects and workflow automation developers, with experience in the #M&E industry, to offer our clients consulting, development, integration, and support services. This enables us to create and deploy custom workflows for their unique environment to simplify and accelerate the processes of Acquisition, Organization, Tagging, Delivery, and Archive of all of our client's content regardless of what systems are in place. We can work within the confines of your current environment, augment that environment with custom applications and utilities, or help build a new environment from the ground up based upon your goals.

If you have any questions on how iconik could work for your organization, please reach out to me or the team at Workflow Intelligence Nexus. We would be happy to answer any questions you may have.Contact Us

The Solution

With the right asset management system, well designed workflows, and effecient automation, it is possible to unlock the value of your content library to its greatest potential. The greatest monetization for any library happens when content is accessible, searchable, and deliverable quickly and with the least amount of effort. With iconik as the base, and the tools and customizations from the WIN team, we help our clients achieve their maximum ability to monetize their complete content libraries.