As demand for collateral continues to climb, marketing and tech leaders worry about “rogue content”

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Ever since the digital economy kicked into high gear, demand for content has been on the rise. The pressure has gotten so intense that some employees are creating “rogue content” that threatens companies’ reputations and marketing efforts.

While creative and core marketing teams are feeling the brunt of the demand for content, they’re not alone. For business pros in distributed marketing, social media, sales, internal communications, HR, and other departments, effective content is an essential part of their jobs. However, they rarely have dedicated creative resources to produce it and content budgets can be limited — or non-existent.

When exploding demand meets time and resource barriers, motivated employees get resourceful, creating “rogue” content — content that doesn’t meet their companies’ guidelines or creative standards – just to get their jobs done. The tools they use are often adopted outside of their organizations’ software acquisition, content creation or governance processes, introducing other risks.

For brand and IT leaders, this “content chaos” leaves them with little or no oversight into what’s being created and threatens legal and reputational headaches.

To better understand the pressures these teams are under and what leaders are most worried about, Adobe Express recently surveyed 250 marketing leaders at U.S enterprises. These are the top takeaways:

• Nearly every large company (99 percent) is producing more content (across marketing, sales, HR, communications and other departments) than they were two years ago and the vast majority (96 percent) expect demand to rise even higher this year.
• An overwhelming majority of large enterprises (89 percent) say demand for content will at least double this year — with half of companies expecting demand to rise by 300 percent or more.
• 77 percent of teams in large organizations are struggling to meet the rising demand for content.
• Marketing leaders are concerned that “rogue content” can impact business outcomes. Their top concerns include:
  • #1 Damaging brand reputation and integrity
  • #2 Putting revenue at risk, by making marketing and sales efforts less effective
  • #3 Damaging customer experience and confusing customers
  • #4 Introducing legal risks from unsafe AI platforms, including infringing on others’ IP
  • #5 Introducing legal risks from unapproved messaging or promises

Most marketing leaders (55 percent) say their companies have already suffered negative outcomes as a result of “rogue content” — including damaged reputations, less effective marketing and sales efforts, legal actions and damaged customer relationships.

Companies can avoid the risks of rogue content and apps by providing employees with tools that anyone can use to quickly and easily create on-brand content. With Adobe Express, members of your design team can provide approved graphics, logos, colors and other assets that anyone in your company can use to create content that stays within your style and brand guidelines — and uses AI that’s safe for business. From a regional marketer charged with localizing and launching a full campaign to a sales rep who needs to customize a deck for a next-day meeting, anyone in your organization can use Adobe Express to create the content they need easily and quickly.

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