Creating quality content is not easy, and the need for more content across platforms is exploding. We’re in a race against time and are being hobbled by shrinking budgets and ever-increasing demands.
If this sounds familiar, you’re in good company. According to a recent survey by IDC, sponsored by Adobe, a remarkable 51% of respondents admitted their content needs are growing while their time to create it is shrinking. This signals a new reality for businesses of all sizes: the old way of doing things doesn’t cut it anymore.
Siloed operations, fragmented workflows, and inconsistent collaboration are not only inefficient — they could be actively harming your business. That’s why choosing the right creative tools is more important than ever. What you need is a connected, synergized, and collaborative platform that brings your entire team together in one seamless ecosystem.
IDC surveyed more than 2,000 customers on the trends, challenges, and opportunities in today’s content-heavy world. What they found might just be the key to helping your business shift into high gear.
Unlocking the power of collaboration.
Recently, enterprise companies have been trying to win the content race by bringing more people and departments into the creative process. And smaller businesses with fewer resources are asking their in-house staff to create different types of content on top of performing their original roles. IDC's survey shows that 56% of respondents indicated that teams other than creatives are currently producing content, and 52% said marketing and sales teams need to be able to make their own creative assets.
Bringing more people and departments into content creation can be great, but it can also make for confusing communications and a bottlenecked creative process. That’s why efficient, streamlined collaboration is more important than ever. Teams need to be able to work together across departments, communicating on creative platforms that enable them to produce high-quality content at scale.
IDC recommends that businesses use platforms with features like Share for Review in Creative Cloud Pro Plus for teams. These features can help mitigate creative bottlenecks by allowing all departments to collaborate on projects right from the beginning. And with Share for Review, users can suggest ideas, review content, and even make small adjustments or corrections, enabling a more efficient and effective content workflow.
Quicker deployment of high-quality branded content.
More content also means a greater risk to fall off-brand, so businesses need to choose a creative platform that allows everyone access to the same creative elements.
According to IDC, 53% of respondents said they need a central repository of branded creative assets that everyone can easily access. And it’s important to remember these assets will likely be spread across the company, partners, contractors, and others. That’s why using a cloud-based shared asset library, such as Libraries in Adobe Creative Cloud, is important for keeping content on brand. A shared asset library minimizes the risk of creating inconsistent or off-brand content by providing users with a single source of truth.
Companies should also consider how long it might take to deploy a new creative platform. IDC reports that 44% of their survey respondents said that ease of implementation was the primary reason for adopting Creative Cloud Pro Plus, and 43% said the reason was fast time to value.
In other words, these companies were able to start creating high-quality content quickly because they chose a platform with tools that were easy to learn and designed to work together. Also, the availability of training both on and off the Adobe platform means that new users can be quickly brought up to speed on any aspect of Creative Cloud Pro Plus.
Generative AI that is safe for business.
Businesses should also consider whether their creative platform of choice has been designed to face the ever-changing future. Does your platform focus on creative innovation, support creators, and offer AI features?
Generative AI has the potential to become a multiplier for companies across the board. However, 54% of IDC’s respondents are not comfortable using generative AI. Their concerns stem from the data these AI models are trained on. If that data is low quality or the content the model is trained on isn’t approved for commercial use, companies can expose themselves to significant liability.
IDC points out that there is inherent safety in Adobe’s generative AI training data because all of it comes from Adobe Stock, where ownership issues have already been addressed. Adobe prides itself on being safe for business because the source of all its training data is attributable and can be appropriately compensated. IDC responders approve, with 53% saying that user indemnification increases their confidence in using generative AI, and 62% say it increases the likelihood that they would use generative AI in the future.
Get started with Creative Cloud Pro Plus.
The content landscape is showing no signs of slowing down, but with the right tools and strategies, your business can start to keep up. A unified creative platform like Creative Cloud Pro Plus not only helps you keep up with the pace of the marketplace and boosts your team’s morale and productivity by helping them acquire new skills and tools.
You can get more tips on how to win the content race by reading IDC’s full findings in Empowering the Content Process with AI Creative Tools. You’ll find plenty of insights along with new solutions to help keep your organization’s creative engine running smoothly.
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