How to create better content faster in Adobe Workfront with EDS

If you use Adobe to create and manage assets, you’ve probably heard about the content supply chain. A content supply chain is how a company plans, produces, delivers, and analyzes the content they share with their customers and internal teams. It’s a useful concept, but I’ve noticed that many companies get a bit stuck on the asset production portion of the content supply chain. Think: Adobe Workfront, AEM Assets and the Creative Cloud: a powerful suite of tools...but not that’s not the only piece of the puzzle.

What sometimes gets overlooked is the role your CMS plays in the content supply chain. This is an area where Adobe Edge Delivery Services (EDS) can make a big impact by streamlining content creation workflows, empowering content creators, scaling content production, and accelerating experimentation to find what resonates with your audience. In this post, we’re going to look how EDS can maximize the business impact of your content supply chain without adding complexity or inflating operational costs.

• EDS integrates with Adobe Workfront to drive consistency and efficiency

• Non-technical content creators can contribute assets more easily with EDS

• AI tools in EDS enable fast asset variation and scaling

• EDS gives creators and content managers tools to run quick, specific experiments

First, let’s do a quick mindset check. People often think about assets as images and videos, but web copy is an asset, too. As we explore what EDS can do for content creation, keep in mind that we’re talking about text-based assets like web page copy as well as images and video assets.

The EDS Universal Editor integrates with Workfront, via an extension, for drag-and-drop content creation alongside task management. For example, while your content authors are logged into Universal Editor, they can:

• See their Workfront tasks related to requested website updates

• Have conversations in Workfront with team members about those updates

• Submit updated pages so Workfront can orchestrate reviews

   

This ability to work across multiple tools without switching means your content team spends less time toggling between applications and more time focused on content creation.

EDS offers two content creation options: document-based authoring and the Universal Editor drag-and-drop tools I mentioned above that allow WYSIWYG page authoring. Both options allow users who are part of the content supply chain to make necessary site updates easily, without requiring support from a developer or extensive CMS training.

Document-based authoring in EDS

EDS lets your contributors create website content in Google Docs or Microsoft Word and turn it into a webpage with clickable links and other elements. This document-based authoring capability lets creators work in the platforms they’re already comfortable using.

Universal Editor drag-and-drop authoring in EDS

Other creators in the content supply chain may prefer an in-context WYSIWYG authoring experience to make site changes. For them, Universal Editor’s drag-and-drop interface makes it easy to update site elements quickly, in a standardized format.

Both of these options make it easier for people to make site updates that accelerates the pace of content creation and allows your supply chain to keep up with content demands.

The main AI feature in EDS is called Generate Variations. It’s similar to ChatGPT because of its natural language processing capabilities, but it’s specific to website text content.

So, you can ask Generate Variations to rewrite page elements to appeal to a specific customer segment. For example, you might ask it to rewrite hero copy to target nurses seeking a specific additional certification, or high-net-worth travelers who want a branded resort experience. Whatever your goal, EDS will then offer a list of variations that match your request, so you can see what the updated hero could look like. This is a simple, powerful tool for accelerating content creation and optimizing your website for specific customer segments.

Marketers rely on experimentation to test site elements and optimize pages for better performance. Ideally, experimentation would be ongoing, to support continuous optimization, but the process of running an experiment can often be too slow to make that practical for small tests.

For example, Adobe Target is a powerful experimentation tool, but it’s designed more for formal testing teams who create a governance and roadmap of experimentations to help inform major business decisions. It may not an ideal fit for a quick gut check test of a button color or hero image.

EDS gives content authors the ability to test small things like this without additional software, so they can make better decisions about the daily updates they make to the website.

If you’re ready to explore how EDS can accelerate content production, experimentation, and website optimization, Genpact is ready to help. As an Adobe Platinum Solution Partner, we bring more than a decade of experience-design expertise to our clients’ projects.