Discover how to sort your digital content to keep only what generates real impact, through a smart asset management approach

The era of content clutter: when too much content slows down performance

Every marketing team faces the same reality at some point: too much content, not enough impact.
Between shared documents, archived campaigns, visual assets, internal videos, and blog posts, the volume of content keeps growing — and brand consistency starts to erode.

According to a study by Forrester and Marketing Insider Group), 60% to 70% of B2B marketing content goes unused.
This content clutter weighs heavily on performance and drains teams who spend more time searching than creating.

In this article, we’ll explore how to filter your content intelligently — keeping only what truly creates value using a clear, measurable, and sustainable Digital Asset Management (DAM) approach.

Why content accumulation is a real problem

The attention economy: a rare asset

We live in an era of information overload. The “attention economy” is built on a simple truth: attention is finite, while content production is infinite.

A TransUnion / Forrester study found that 70% of marketing leaders struggle to identify and target audiences in today’s fragmented environment (Search Engine Journal).
The challenge is no longer just to produce — but to earn attention.

The cost of content chaos

Accumulating without filtering means losing efficiency.
A Seismic (2023) study revealed that 65% of marketing content is never used by sales or field teams.
Duplicate files, multiple versions, and outdated materials lead to wasted resources and blurred messaging.

In the context of Digital Asset Management (DAM), every piece of content is an asset.
If it’s not being used, it generates storage, governance, and maintenance costs — without any return on investment.

Filtering for impact: definition and framework

Filtering isn’t about deleting randomly.
It’s a structured method to:

Identify which content truly performs.
Remove or archive inactive content.
Realign your content library with your brand objectives.

A high-impact asset serves a clear strategy, performs (traffic, engagement, conversions), remains accessible, and is reusable.

Expert insight: “Disorganized content creates a fragmented customer experience,” reminds Acrolinx in its report Is Content Chaos Ruining Your Customer Experience?.
It’s a matter of experience, not just volume.

Practical steps to filter your content

Audit and inventory existing assets

Start by listing all your content: blogs, videos, infographics, social posts, internal decks, etc.
Use metadata (date, author, usage, performance) to classify each asset.

Key criteria to assess:

Performance (traffic, engagement, conversions).
Relevance (alignment with current goals).
Obsolescence (age, visuals, messaging).
Usability (rights, format, brand consistency).

Classify by value and alignment

Not all content has the same value. Classify it into four categories:

Keep – Performing and up to date.
Optimize – Promising but needs updates.
Archive – Low usage, but documentary or historical value.
Delete – Obsolete, redundant, or off-brand.

This method reflects content lifecycle management, where each asset follows a measurable path: creation → use → archiving → deletion.

Centralize and govern with a collaborative DAM

For sustainable organization, you need a solid foundation.
That’s the role of a Digital Asset Management (DAM) platform or a collaborative project management system like MTM, which centralizes content, tracks versions, and records usage.

Platforms like MTM, designed for creative project and asset management, make it possible to:

Annotate and approve assets directly within workflows.
Maintain brand and deliverable consistency across marketing, design, and client teams.
Track versions, statuses, and rights usage.
Schedule automatic removal of outdated assets.

By integrating such tools, governance becomes proactive: you no longer endure the volume — you manage a living portfolio of assets.

Measure, iterate, refine

Filtering is not a one-time process.
Define clear impact KPIs such as:

Average time to find a content item.
Asset reuse rate.
Post-optimization performance (traffic, engagement).

Conduct a full audit every six months, with quarterly mini-reviews to stay on track.
Each piece of content should justify its existence: if it doesn’t create impact, it must be updated, archived, or removed.

Best practices and common mistakes

Best practices

Involve all stakeholders (marketing, IT, design, leadership).
Document governance rules: who approves what, when, and how.
Prioritize quality over quantity — one useful piece of content beats ten that go unseen.
Encourage content reuse: modular, multi-channel content maximizes ROI.

Common mistakes

Keeping everything “just in case.”
Ignoring the content lifecycle.
Overlooking metadata structure.
Failing to measure real impact.

Less content, more impact: the future of marketing lies in asset management

Content filtering isn’t a constraint — it’s a strategic decision.
In an information-saturated economy, sorting, governing, and valuing your assets means regaining control over your digital capital.

With tools like MTM, marketing teams can combine efficiency, governance, and collaboration while freeing themselves from the burden of overload.

The future of content doesn’t belong to those who produce the most — but to those who manage what truly matters.

FAQ: Filtering content and managing marketing assets

Why should I regularly filter my marketing content?

Because content overload reduces clarity and impact. Only high-performing content deserves to stay active and aligned with your brand goals.

How can I decide which content to keep or delete?

Evaluate each asset based on performance, alignment, age, relevance, and reusability — then act accordingly.

What’s the link between filtering and Digital Asset Management?

A DAM platform centralizes, tags, and structures your content. Filtering optimizes this repository to keep only valuable, high-impact assets.

How often should I audit my content?

A full audit every 6–12 months, with quarterly mini-reviews, ensures your content library remains updated and effective.

What are the concrete benefits of content filtering?

Time savings, improved brand consistency, reduced costs, better visibility, and higher engagement across channels.

When your content accumulates: how to filter to keep only the impact