In this hyper-connected world, the relationship between consumers and brands is more complex than ever before. How brands use content to communicate with customers impacts perception, guides buying decisions, and can drive loyalty.
The golden age of content means your business is in the golden age of content expectations. Brands are facing unprecedented growth in their content demands, but are only able to meet those demands 55% of the time. The rise of new technology such as Generative AI (GenAI) has only accelerated this cultural shift, enabling higher content volumes. However, more doesn’t always mean better.
The imperative has now shifted from volume to relevancy, and from speed to customer centricity. The modern consumer seeks transparency, emotional resonance, and insightful content from brands, which necessitates a radical shift in how we think about content creation and distribution. Brands can no longer wait for innovations to become mainstream. Instead, they must constantly modernize and build trust with audiences without slowing content delivery. How brands respond to this moment will have a lasting impact on their business.
Enter the Content [R]evolution
The speed of change means that evolution is not enough. The Content [R]evolution is our approach to tackling the rapid changes in content consumption and customer expectations. While GenAI has contributed efficiencies to the content supply chain, it is important for businesses to focus on relevancy and customer centricity rather than simply relying on volume alone.
Demand and customer centricity
The demand for content is increasing, with projections of a 10x increase over the next two years, and companies are struggling to keep up. At the same time, marketing leaders have recognized the importance of delivering impactful and personalized content. Brands that excel at personalization are 48% more likely to have exceeded their revenue goals. GenAI and automation can address efficiency, volume, and personalization, but that powerful pairing is only part of the equation.
Navigating these changes in the content supply chain requires not only meeting—but anticipating—these increased needs. It also means that addressing additional considerations such as shifting consumer behavior, data privacy, customer engagement, technological adoption, sustainability, and ethical concerns is vital to delivering an effective content program.
Industry-specific challenges
Changes in content expectations are having an impact across industries, with many utilizing automation as a silent force to enable more optimized content with fewer resources.
Within health care and life sciences, for example, marketers must thoughtfully prioritize legal review, compliance, patient privacy, and patient trust, coupled with the need for higher production volume. Organizations that implement automation see an average cost reduction of 32% while increasing capacity by 27%, as well as significant cost savings, accelerated delivery, and enhanced engagement.
In retail and consumer industries, an effective content supply chain enables businesses to harness the volume, speed, and quality demands as trends change. The demand for content across multiple channels requires near constant customer engagement that centers personalization at scale, while also maintaining brand standards and trust. Juggling all of these expectations at once is critical to achieving successful customer conversion, retention, and loyalty. GenAI can help to unlock the true potential of the content supply chain by driving brand consistency and personalized customer experiences at scale.
In financial services, businesses are required to seamlessly navigate regulatory compliance, data security, customer trust, digital transformation, and talent acquisition and retention simultaneously. Automation can help transform manual inefficiencies into streamlined processes while potentially minimizing risk exposure.
Leaders in energy and industrials need to prioritize sustainability and environmental impact, data security and infrastructure, regulatory compliance, and technological adoption—all while addressing a notable skills gap in their industry. A connected and automated content lifecycle can help these businesses respond to these nuanced needs at scale.
In the government and public services sector, leaders are tasked with ensuring that data security and privacy, regulatory compliance, digital transformation, and accessibility and inclusivity initiatives are meeting the expectations of the public and protecting public trust. They must tread carefully when implementing newer technologies such as GenAI and machine learning in order to maintain high compliance requirements, but the impact of an effective, trusted automation program can result in big wins for early adopters if implemented correctly.
Making your technology work for you
Your current technology platform likely offers a breadth of tools to support your business across the content supply chain. True power lies in activating these tools and orchestrating connectivity that can help you realize the full potential benefits across your content lifecycle. From marketing strategy and planning to creative acceleration, content production and adaptation, legal review, approval and publication, and measurement and optimization, the right technological collaboration can supercharge your brand using your existing Martech stack. In collaboration with Adobe, we are guiding clients through the Content [R]evolution by helping them navigate the evolving digital landscape, face industry-specific challenges, and achieve their business goals. Adobe offers a breadth of tools and platforms to support businesses throughout each step of their content lifecycle.
Realizing value and your path forward
Quality, tailored, timely content does more than just facilitate transactions—it builds loyalty, trust, and brand advocacy, which are key drivers of business growth. The right use of technology today can lead to better solutions tomorrow. No matter where you are on your content journey, our teams can help meet you there. By tapping into deep audience insights and GenAI, together we can unlock benefits and deliver personalized, high-quality content to engage audiences and drive business growth.
About the author
Rachel Whitt is Deloitte Digital's national content strategy lead. She also serves as GTM lead between the Experience Agency and the Commerce and Custom Solutions practice, helping to bring a creative, human-centered approach to cross-offering engagements. Wherever creative thinking, cross-channel solutions, strategic content, and digital expertise are needed, Rachel brings a passionate, entrepreneurial, and user-first perspective.
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