For many organizations, the content supply chain—the process of creating, managing, reviewing, deploying, and analyzing content—is a web of disconnected workflows, teams, and systems that aren’t properly integrated. Broken content supply chains create duplicative work, redundant systems, and team burnout, which can result in higher costs and missed revenue opportunities.
To meet today’s increasing demands for content velocity and customer experience (CX) personalization, businesses need an efficient and sustainable way to plan, create, deliver, and analyze content at scale—without hiring additional resources.
At Deloitte Digital, we leverage Adobe’s content supply chain technology suite to elevate and synthesize digital transformations. Together, we’ve discovered four key challenges companies face when attempting to scale content creation and delivery.
Content demand has grown exponentially in recent years. Budgets and creative teams are not growing at that same pace. As a result, organizations need to fundamentally rethink their approach to content creation. Without making changes to their tools or processes, organizations will struggle with production output, team burnout, and missed revenue growth.
- An actionable solution to this first challenge of content scaling is to increase content production through automation and AI-powered content generation.
Many organizations continue to rely on manual tracking and fragmented solutions. This hinders collaboration, increases potential for errors, and slows down the time to market. The resulting reduced output and team burnout can lead to a decrease in employee satisfaction and retention.
- To solve this second challenge of content scaling and ensure sustained loyalty from both employees and customers, businesses have to increase efficiency, visibility, and auditability with end-to-end content workflows.
Creative teams typically involve numerous contributors, all with different specialties and skillsets. Given the complexity of creative projects and the quantity of people involved, these teams can struggle to work together effectively and give proper visibility to stakeholders along the way. Keeping track of project intake and the status of tasks is time-consuming and subject to human error. These pain points increase the time it takes to create content—ultimately costing money and slowing down the company’s success.
- Leaders can mitigate this third challenge of content scaling by centralizing creative work to improve collaboration across teams.
Creatives, marketers, and stakeholders work with different tools and software solutions based on their role or specialty. Many organizations do not have a shared internal platform that facilitates the handoff from content creation to content delivery. These teams struggle to find and reuse assets without a single repository to store final assets, causing about 25% of the content that is created to never be used or reused.¹ Without a unified way to store and share assets, creatives and marketers lose productivity, which leads to both increased costs and a slower time to market.
- This fourth and final challenge of content scaling can be solved by utilizing an integrated asset management solution.
Each of these four challenges is solved when we combine Deloitte Digital’s depth of knowledge and proven capabilities with the technology offerings of one of our core alliances, Adobe. By leveraging content supply chain solutions from Adobe such as Adobe Experience Cloud, Adobe Marketo, Adobe Analytics, and more, cross-functional teams can plan, budget, execute, store, share, activate, and measure relevant content, all while reducing costs, accelerating time to market, optimizing content performance, and improving employee satisfaction and retention.
Alejandro Danylyszyn, Deloitte Digital’s global chief commercial officer of the Adobe alliance, reflects on Deloitte Digital and Adobe’s leading role in the content supply chain space:
Source: ¹ Adobe Experience Cloud Blog, "Introducing Adobe Experience Manager Assets Essentials to simplify collaboration across teams," Elliot Sedegah, April 27, 2021.