Building a Content Supply Chain with Adobe Experience Cloud

Dec 11th, 2023 | Faizan Thange

In today's dynamic digital landscape, the scope of digital content has transcended traditional boundaries and expanded into a comprehensive omnichannel ecosystem. Ongoing developments are giving rise to more intuitive, integrated, and robust tools. Simultaneously, the business landscape is undergoing a transformation, with companies seeking enhanced value from their solutions while consumers persistently demand a richer array of content.

According to a recent survey by Adobe, the appetite for content has doubled in the past two years, and this trajectory is expected to surge fivefold in the next two years. Faced with this escalating demand, companies are challenged to respond proactively by creating more content than ever. To achieve this, a systematic content supply chain process involving various key stakeholders within an organization is imperative.

Despite the existence of the content supply chain process for years, its effectiveness is often hampered by disjointed technologies that lack seamless integration. In this context, we delve into the utilization of Adobe Experience Cloud as a solution to construct a well-coordinated content supply chain. We will explore how this suite of tools facilitates the journey from conceptualizing content ideas to their execution. The ultimate goal is to curate exceptional customer experiences by consistently producing top-notch content, ensuring governance to meet brand standards, and executing the delivery of content seamlessly across websites and marketing channels. Let's embark on the path to exploration of "Building a Content Supply Chain with Adobe Experience Cloud."

Phase 1: Planning Your Content Supply Chain

The inaugural phase in the content supply chain process is meticulous planning, spearheaded by the collaborative efforts of marketing teams and adept project managers. The cornerstone of a robust content supply chain lies in the articulation of clear-cut goals and a profound understanding of the desired outcomes. Project managers, steering this crucial stage, work closely with marketing teams to establish requisites, delineate budgets, and lock in timelines before setting the plan into motion.

In the realm of Workfront, project managers wield their expertise to craft comprehensive projects that encompass end-to-end campaign planning. These meticulously curated projects incorporate vital elements such as timelines, organizational frameworks, and prioritizations. To streamline this process, teams harness the power of templates within Workfront, whether by opting for existing ones or creating new ones tailored to their specific needs. One efficient way to add additional templates is through the installation of a new blueprint.

For those primarily focused on digital asset production, the "Digital Asset Production" blueprint emerges as a valuable ally. This template facilitates a seamless commencement by providing a solid foundation for project planning, ensuring that the content supply chain kicks off on a well-structured and efficient note.

Phase 2: Content Creation and Management

During the content creation phase, the creative team meticulously crafts assets essential for your campaigns and websites. Workfront seamlessly integrates with Adobe's Creative Cloud suite, encompassing applications like Photoshop, InDesign, Illustrator, Premier Pro, and After Effects. This integration ensures that creatives can access tasks, comments, and timelines within the application, eliminating the need to navigate away.

For an alternative workflow, creatives can opt for Adobe Express, a platform offering Creative Cloud native integration and embedded collaboration tools. This consolidated environment enables the creation, sharing, and review of content within a single space.

Beyond the integrated applications, various options exist for asset editing. AEM Assets facilitates direct changes to metadata and taxonomy. Adobe Firefly empowers creatives to employ AI for image generation. Additionally, Adobe Stock, seamlessly integrated with Adobe Experience Manager Assets, provides a convenient option for those seeking pre-existing images.

Regardless of the chosen method for asset creation or generation, governance is crucial to ensure compliance with requirements. The approval process, orchestrated through Workfront's "Processes," guides assets through iterative changes until the desired outcome is achieved. Once approved, assets seamlessly transition to Adobe Assets for use by the delivery team, streamlining the content supply chain.

Phase 3: Effective Content Distribution

This pivotal stage involves disseminating the approved assets across various channels. Content authors leverage these assets to craft compelling pages within AEM Sites or orchestrate targeted campaigns through Adobe Journey Optimizer or Marketo. Prior to publication, these pages undergo a meticulous approval process to ensure quality and consistency.

For seamless collaboration with external entities such as agencies, channel partners, and other teams, two noteworthy options come into play: Adobe Brand Portal and Adobe Asset Share. These platforms facilitate the secure sharing of assets, fostering efficient collaboration beyond organizational boundaries.

Aiming for dynamic and on-demand media generation? Look no further than Dynamic Media, a powerful tool that seamlessly integrates with Adobe Experience Manager. This dynamic solution enables the automatic resizing of images and videos based on display specifications. Noteworthy features include smart crop functionality and an API for image manipulation. Additionally, Dynamic Media offers a suite of viewers, enhancing user experiences with performant zoom capabilities for ultra-high-quality product imagery, dynamic 360 views, interactive hotspots, and engaging flyouts. Elevate your content distribution strategy with the versatile capabilities of Dynamic Media within the Adobe Experience Cloud ecosystem.

Final Thoughts

Implementing a content supply chain with Adobe Experience Cloud is pivotal for businesses seeking to stay ahead in the dynamic digital landscape. By seamlessly integrating content creation, management, and delivery, organizations can achieve a cohesive and efficient workflow. The robust capabilities of Adobe Experience Cloud ensure a content supply chain that meets the moment—swift, adaptive, and tailored to the ever-evolving demands of the audience. This holistic approach not only enhances operational efficiency but also empowers brands to deliver compelling, personalized experiences that resonate with their target audience. As businesses continue to navigate the challenges of the digital era, embracing a content supply chain powered by Adobe Experience Cloud emerges as a strategic imperative for sustained success in the competitive online environment.

If you're facing challenges in streamlining your Content Supply Chain, don't hesitate to reach out. Our team of experts is here to guide you through the complexities and create solutions that align perfectly with your individual needs. Contact us today to start the journey.