Creative leaders across industries are looking to develop smarter workflows while fostering an environment that allows creative teams to produce their best work. As companies look to the future, they must find ways to innovate to continue to reach customers and avoid burnout.

On November 10th, Adobe Workfront gathered a select group of creative decision makers and leaders for Amplify Your Creative Value in 2022: Work Management Game Plans for Driving Creative Thinking. The interactive and informative conversation at the virtual event centered around ways in which organizations are evolving their approach to content creation while positioning their creative workforce for success.

Check out five of our favorite takeaways below:

1. Develop a better understanding of customer journeys

“The root of [our] transformation is to become more customer centric and more personalized with the content that we’re delivering,” observed Cali Zumdahl of Shutterfly.

By mapping out customer journeys, her organization has gained greater insight into where customers will interact with content and has allowed for more granular audience segmentation.

2. Concentrate creative efforts where customers are ready to engage

While acknowledging the barrage of information that people are faced with on a daily basis, Matthew Griffith of Intouch Group emphasized the importance of focused marketing efforts.

“We want to reach people in the channels in which they are,” said Matthew, “where they feel comfortable and ready to accept information.” He maintained that actionable and authentic information will resonate with customers and spur them into action.

3. Seek out new avenues for partnerships

Meredith DeLeon of National Instruments spoke about how her organization partnered with major publishers to “create bespoke content that was about featuring some of our customers and some of the applications that we work on.”

By leveraging these larger platforms, NI was able to build brand awareness for their clients on a larger scale than had been possible with previous efforts.

4. Focus on an organization’s values

Eamonn Glass of Electronic Arts reflected on how vulnerability builds trust within the creative workforce at EA. “We can have a whole lot of bad ideas before we’ll get to a couple of good ideas,” he said, “for us it’s about creating the right kind of workplace environment, the right cultural foundation that allows innovation and creativity to blossom.”

This approach has been a key element as EA continues to look inward and build an innovative culture within the creative workforce.

5. The role of AI in specialized content creation

“The predictive analytics and predictive content production has been huge for us,” said Matthew, “it takes a regular amount of planning and exponentially utilizes it in such a smart and deep way.”

With the rise in tailored content, AI has become an invaluable partner for creative teams.

Curious to hear more from our discussion? Check out the full panel discussion and more topic-based video clips from the event by filling out the form at the top of this page.