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Content marketers, marketing designers, developers and others face a challenging landscape to get their message to customers. There’s a growing need to scale amid the demand for fresh, trustworthy content. Customers expect personalization in their preferred channels. On top of this is the looming shadow of generative AI. Tools and channels are more numerous than ever — how can marketers adapt?
In a recent interview, Kalvin Brite, vice president of product management at Contentful, discussed current trends and challenges in content production, emphasizing the increasing demand for personalized and engaging digital experiences. He highlighted the growing role of generative AI in content creation and the pressure on marketing teams to maintain brand consistency and trust while adopting new tools. Brite introduced Contentful Studio as a solution, explaining how it provides a visual canvas for non-technical users to assemble digital experiences using predefined design components and content structures. This approach reduces dependency on developers and streamlines the content production process, bypassing siloed content production that can be a roadblock to reaching customers.
Understand Content Production Workflow Challenges
Marketers face many challenges around creating and managing assets for the digital customer experience, especially related to cross-functional work. According to CMSWire’s most recent State of DCX Report, 43% consider limited cross-department alignment and collaboration a top challenge, while 38% cite siloed systems and fragmented customer data.
Brite’s team has noticed this struggle among Contentful’s customers. “We often see marketers or their teams needing to make quick changes, but getting blocked by handoffs or siloed tools that don't speak to one another.”
Other content production pain paints include a lack of flexibility in creating and modifying existing content pieces, and reliance on developers for changes. Contentful aims to address these challenges. “Marketers need to run campaigns that drive business results. They shouldn't have to wait for page creation or new campaign deployments while waiting for developers to create a new component,” Brite said.
Contentful Studio's Solution
Contentful Studio addresses common pain points in content production by providing a visual canvas for non-technical users to assemble the experience structure, layout and design patterns using your existing React components. This reduces the need for constant handoffs, enhancing agility and speed, while decreasing time-to-market and dependency on developers. “We built Studio as a platform for experiences where marketers can combine design system components and design tokens without extra assistance,” Brite said. Streamlining these processes will lead to increased efficiency — giving marketers more time to focus on creating exceptional experiences.
Generative AI's Impact on Content Production
According to the latest report from the VKTR and CMSWire INSIGHTS team, 79% of CX professionals are actively seeking ways for generative AI to create opportunities for their business. The rise of generative AI has significantly influenced content creation, automating routine tasks and enabling faster production. Marketing teams not using generative AI face being left behind.
Yet this trend also poses new challenges for marketers. “Now that generative AI tools are readily available, content creation is easier,” Brite said. “But this adds pressure on marketers to keep their content fresh and meet business goals in a trustworthy way.”
Generative AI will continue to streamline content creation, improving efficiency and personalization in the short term. "Generative AI has revolutionized content production by automating a lot of initial routine tasks,” Brite continued. “Whether it's creating first drafts, brainstorming ideas based on existing content or creating something new in the tone and style of previous work, generative AI can jump-start the creative process for teams.”
Long-term, AI will enable hyper-personalized content and experiences. Content production will become more automated, requiring new skills and governance to manage AI's role effectively. Contentful Studio supports this by integrating structured content and design systems, facilitating the creation of compelling and on-brand digital experiences. “I expect content and experiences will become more dynamic and evolve based on provided customer data,” Brite said.
This won't work without deliberate human interaction and oversight. Organizations need to review AI-produced content for accuracy, tone and brand consistency. Your marketing teams can do this once they don’t have to spend most of their time on routine content creation.
Testimonials
Several of Contentful’s current customers shared how they used Contentful Studio and what they achieved with the tool. Overall, they appreciated how it allowed them to scale and speed up content distribution.
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"Contentful helps us to quickly scale and launch regional content in over 20 countries, providing more autonomy for editors and a faster speed to market. We're excited to take the next step in agility and freedom for editors with Contentful Studio, which will give them the capability to visually assemble content and components while adhering to our governance and design principles.”
—Herbert Henrique, Engineering Manager, SumUp
"Without Contentful Studio, the learning curve for our Marketing team is pretty high. That means more work for engineering, taking up valuable time with simple things like adding buttons or changing colors. A visual representation of content will make a huge difference and take down that barrier for Marketing. Being able to empower our team to do that on their own is huge.”
—Mike Kuerschner, Engineering Manager, Pair Eyewear
Conclusion
As marketing evolves to incorporate more channels and assets, marketers may find it challenging to adapt their techniques without new tools and processes. Technology like Contentful Studio allows marketers to create compelling experiences without constant developer assistance. Marketers can easily use Contentful Studio to build reusable marketing assets, enabling scalable campaigns. Learn more about Contentful Studio at the link below!
Learn more at contentful.com.
