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Digital city festival


10 Mar 2021

Canto provides 5 tips to boost the performance of your marketing team

Mike Paxton, digital asset management expert, Canto
Canto provides 5 tips to boost the performance of your marketing team
Mike Paxton, Canto
Mike Paxton, digital asset management expert at Canto, shares his advice on how to make your marketing teams more efficient and give them access to digital content more quickly and easily.

Our working lives across the marketing, creative and tech industries are dominated by digital content. The fast-paced nature of our roles also means we’re often under greater pressure than other in-house departments or types of consultancy. Dispersed teams and suppliers, big campaigns and short-notice requests all make up the average day. 

So, what - particularly as Zoom fatigue sets in - can you do to increase both the wellbeing and productivity of your team?

In a recent survey of UK marketing decision-makers we conducted with Sapio Research, the impact of an ever-increasing volume of digital content was laid bare. It found that teams are losing 13 days of time per staff member every year hunting for digital assets and filing content.

Not only is this inefficiency impacting performance, it’s also taking its toll on staff morale and wellbeing. Almost half (46%) of those surveyed say they’ve worked late because they’ve lost time hunting for files.

Despite this, over two-thirds of marketing decision-makers (69%) say they’d still like their organisation to produce more marketing content! It’s well known that our people are our most valuable asset, so allowing this sort of impact just doesn’t make good business sense. What can be done?

Here are some tips to boost the performance of your team:

1. Get everyone to work in the same way

Put tools in place so that everyone has to work in a consistent way. This ranges from adoption of communication tools like Slack to team workflow management apps like Asana.

But when it comes to saving time lost storing, searching for, and sharing files, the latest Digital Asset Management (DAM) software is ideal. Your team need no longer save to desktops, shared servers or overflowing Dropbox and Google Drive accounts.

DAM means files are auto-tagged thanks to image and facial recognition technology. They’re easily searchable so you can find what you need regardless of whether you’ve worked in the team for five years or five minutes!

2. Modernise your agency, in-house and freelancer relationships

Files for a particular project are typically saved in a master folder location, yet it may not be appropriate to grant full access to all of this content to an external party. Nor do you want to waste time organising files into multiple folders and putting version control at risk.

With DAM, admins can allow approved individuals and teams access to only the assets you deem they need.

DAM helps with clear version control; a common problem for creatives. Different studios or agencies can unwittingly be working concurrently on different versions of a project file. Clients will undertake a review, but of which version? DAM makes this hassle-free, by managing updates to all file types, including images, presentations and documents.

3. Create custom-branded portals to make marketing assets instantly available

If you work for a brand that regularly provides new visual assets to partners, media and other stakeholders, an externally accessible library quickly customised to your brand is a great time hack. There are some good examples here

And for many firms, being able to provide a brand portal containing prescribed assets for external parties to use is vital for global design consistency. For example, firms may have their own templates which they want to give secure access to, and through one familiar centralised system.

4. Make small design edits faster

This is often a time-consuming part of the creative review and approval process between client and designer. DAM software helps as it integrates with Illustrator, InDesign and Photoshop.

This enables speedier editing, particularly where quick and simple changes are required. The designer can work on the file where it’s centrally stored, rather than launch the design programme before editing and re-saving to the right location. 

5. Prepare for growth by investing in services that scale

Often in-house marketing teams and agencies have their own cloud-based storage methods, including common services like Dropbox, Google Drive or Box. But in a creative environment, storage capacity and ease of sharing and access can quickly become an issue.

Typically, images and files shared are high-quality and smaller agencies or start-ups in particular can run into the problem of having too much data for a smaller general system like Dropbox. Dedicated DAM software uses the likes of Amazon Web Services to offer plenty of storage that can scale with your needs.


Mike Paxton will be speaking at this year's Digital City Festival, which returns from 12-23 April as a truly digital experience. Will you be part of it? 

  • Register here.
  • Find out about opportunities to sponsor, exhibit, speak, or host an event here.