Adobe’s integrated ecosystem is leveling up the content supply chain

The demand for content isn’t going away — if anything, it is increasing. Consumers are spending more time online, and the number of touchpoints and marketing channels continues to grow. At the same time, B2C and B2B customers continue to expect their interactions to be personalized. Consequently, the pressure has grown on creative and marketing teams to produce content across an array of different digital and physical formats at a time when the economic climate is forcing them to do more with less.

With a well-oiled content supply chain, organizations can ensure the right content reaches the right audience at the right time to maximize impact and business value. This is a way of describing the process through which content is commissioned, created, and deployed. It is also how the content’s effectiveness is measured and then optimized.

This is possible thanks to Adobe’s suite of integrated technologies — specifically Adobe Creative Cloud for enterprise, Adobe Workfront, Frame.io, Adobe Experience Manager Assets, Experience Manager Sites, Adobe Creative Cloud integrations, Adobe Firefly, and Adobe Express.

Marketing teams have the ability to work within an ecosystem that revolutionizes their content supply chains through streamlined workflows, content intelligence, process automation, AI, and advanced content generation capabilities. This helps deliver a better return on content investment, grow revenue, accelerate time to market, increase creative capacity, and optimize content performance.

Several tools within the Adobe content supply chain that help ensure the right content reaches the right audience at the right time include Workfront, Experience Manager, and Adobe Marketo Engage.

Solutions to manage content

Adobe Workfront

If you’re looking for a robust work management tool that allows teams to manage content creation processes effectively, eliminate bottlenecks, and improve efficiency, Workfront does just that. This work management tool helps organizations gain visibility into projects and work within a marketing system of record that connects Creative Cloud, Slack, Outlook, Teams, Marketo Engage, and Experience Manager Assets.

Anand Bisht, enterprise architect at Blue Acorn iCi said, “By empowering teams to effectively manage workloads and streamline communication, Adobe Workfront plays a vital role in optimizing an organization’s content supply chain. It serves as the initial catalyst for improving workflow efficiency and collaboration.”

Adobe Experience Manager

When it comes to managing and organizing content for various projects, Experience Manager Assets can serve as a team’s centralized single source of truth. For example, with Experience Manager Assets, it’s easy for a team member to:

• Search and find existing content.
• Easily update or repurpose content.
• Quickly distribute digital assets across departments and platforms to support downstream marketing activities.

Customers demand personalized experiences in today’s digital era — no matter where they are. This results in an explosion in content demand to ensure the delivery of on-brand consistent experiences across a variety of channels and devices. When organizations use Adobe Experience Manager Assets, they can create and deliver personalized customer experiences at scale across every stage of the customer journey.

Adobe Marketo Engage

What about when teams need to execute campaigns and make sense of data touchpoints while ensuring sales and marketing are on the same page? This is where Marketo Engage comes into play. This powerful marketing automation software allows companies to target, engage, and measure customer behavior effectively while further enhancing the effectiveness of the content supply chain.

When used together, Adobe Workfront, Adobe Experience Manager, and Adobe Marketo Engage help streamline content supply chains and make it easier for teams to collaborate and deliver exceptional customer experiences.

The Adobe advantage — an integrated business use case

Let’s put these Adobe products to the test to see how they work together and impact the content supply chain. For this example, a national B2B company is planning a coast-to-coast digital marketing campaign. With Workfront, the retailer’s marketing team can manage the project from inception to completion, track progress on specific assignments, and allocate resources to make sure it launches on time. While collaborating, the marketing and design departments work together on graphics and create engaging digital content that is stored in Experience Manager Assets.

As the designs and copy are finalized, that content is published on the B2B company’s website via Experience Manager. Content on this platform is optimized for delivery across various social media platforms, email, and web.

As that content is delivered to the right audiences through Experience Manager, the marketing team uses Marketo Engage to personalize the content based on user behaviors, preferences, and previous interactions with the brand. The marketing team is able to use in-depth analytics of Marketo Engage to refine content strategy and nurture customers toward conversion. Whew, what a campaign launch!

What about the results after the campaign launch? The seamless execution between platforms leads to the B2B company seeing increased customer engagement, improved conversion rates, and a higher ROI.

Content drives customer engagement and business growth. With Adobe's integrated technologies, the Adobe content supply chain enables marketers and creatives to plan, create, deliver, and analyze content at scale to deliver significantly more business impact​.

Watch an overview video to learn how Adobe’s content supply chain can help optimize your content creation process.

You can also learn more about content supply chains on The Funnel podcast as Adobe Senior Product Director Matthew Purdon explains how teams with limited resources can start to streamline their content supply chain.

Sarah Grathwohl is a senior content marketing manager at Blue Acorn iCi whose current projects include hosting The Funnel: A Digital Experience Podcast and sharing customer stories.