Five Ways Technology Can Drive Content Velocity
by Jamie Brighton
Posted on 04-03-2019
As part of Adobe’s Experience Festival event, I spoke about the ways technology can be harnessed to develop content quicker and more strategically. You might think of content creation as a relatively creative endeavour, and of course imagination and emotional intelligence will always be key to producing impactful and memorable customer communication. But nowadays it’s just as important to deliver content that can be personalised to individual customers, and adaptable across different channels and devices. In order for brands to be successful, they need to combine the art of content with the science of data. They need to deliver customer experiences based on data and insights at scale, to get to the right people at the right time with the right message. This raises the bar – and increases the workload – for content creators.
That’s why we’re seeing a proliferation of technology designed to help content creators modify and iterate at-speed, to deliver content that creates an excellent customer experience without exhausting their resources or diverting their attention from their core capabilities. Here are the five areas where I’m seeing the exciting potential of technology in the content creation space:
When it comes to Digital Asset Management (DAM), one of the biggest headaches for creators is difficulty in finding assets. If files aren’t stored in a logical and consistent manner, DAM portals quickly become a graveyard for assets. That’s why smart tagging – the ability to automatically tag assets based on object recognition – is so exciting.
For example, Adobe’s own Experience Cloud uses Artificial Intelligence (AI) to intelligently suggest tag keyword based on the objects it perceives within an asset. It can also automatically translate these keywords into other languages, which helps maintain tagging consistency across geographies. Smart tagging, powered by Adobe Sensei, saves time in manual entry, but it also helps creators locate assets quickly and easily, which is essential to content velocity.
- Image Manipulation and Cropping
It can take a lot of manual effort to adjust the dimensions and resolution of images to suit the multitude of different devices that are important for connecting with today’s customer. However, smart cropping is helping simplify the process. Within the Experience Cloud platform, smart crop works by using AI to detect the image’s focal point and automatically cropping around it. Not only does this eliminate hours of workload, it allows content creators to focus their energy on their core competence: creating captivating content.
- Imaging and video resizing
Once again, creative teams spend a lot of time and energy resizing images and videos for use across different devices. This is all the more important for mobile, where heavy formats can reduce load-time and damage the overall experience. However, content creators can now look to smart resizing technology to alleviate this workload.
The Creative Cloud’s own smart resizing feature can automatically adjust file size in line with available bandwidth, reducing size by up to 70% without compromising visual fidelity. This contributes to quick-loading experiences that drive conversions.
Reporting is perhaps not the most exciting technological capability in the domain of content creation, but it is certainly one of the most important. Good content management isn’t just about producing great assets, it’s also about creating content that’s tailored to delight specific audiences, and understanding whether or not this is the case. That’s why the latest DAM solutions track performance and usage in addition to storing assets. This helps creators determine ROI (return on investment) on their assets and develop more compelling content over time.
Another important aspect of content management is the ability to share assets efficiently with those who need them most, like partners, agencies or creative professionals. Through Adobe Experience Manager, third-parties can access assets via a branded self-service portal via a login mechanism. Brands also have the ability to manage the licenses of assets on this platform, as well as downloads and interactions with assets. Efficient distribution of assets is yet another way to bring agility to the process of content generation, and get experiences online faster.
The ability to generate and modify content quickly allows brands to keep their communication personalised, adapting swiftly as a customer progresses along the funnel. Content velocity is not just about improving experiences and driving sales – it can also help brands get their products to market quicker, and capitalise swiftly on business opportunities. Using Adobe Experience Manager, Tumi, an international luggage and bag manufacturer, has been able launch products to market up to four weeks faster, whilst cutting the time to prep and post digital images by us much as 40%. The best brands understand the importance of a nimble and strategic content function, and they are looking to technology to help them achieve it. Luckily technology is evolving rapidly in this space, and there are many exciting capabilities already on the market today that can help brands make this happen.
You can listen to the full presentation here.
Topics: Creativity, Content, customer experience, Customer Experience Management, personalisation, UK, UK Exclusive, Digital EMEA