Big ideas for better content: 8 top insights from the Content Innovation Summit

Content is evolving faster than ever, and so are the tools, teams, and strategies behind it. At this year’s Content Innovation Summit, marketing and creative leaders from top brands, like King Arthur Baking, G2, and America’s Test Kitchen, along with marketing legend Neil Patel, joined Canto experts to share what it really takes to scale bold, brand-driven content success in a crowded market.

Here are the top takeaways from this incredible summit – the kind of insights that will shape your content operations and strategy this year and beyond.

1. Scaling content means scaling quality – not just quantity

As demand for content skyrockets, teams are turning to AI and automation to increase output. But speakers at the summit made it clear: quantity alone doesn’t cut it. What matters most is whether the content actually works. Above all, your content needs to reach the right audience, drive action and revenue, and reinforce your brand.

The challenge

AI makes it easier to produce content at scale, but without strategy, teams risk flooding the market with ineffective assets.

Specific challenges include:

• Prioritizing quantity over impact
• Failing to target content effectively
• Losing originality in high-speed production cycles

The solution

Winning brands focus on relevance, originality, and customer alignment to drive quality at scale.

How to do it:

• Keep content focused on your ideal customer
• Prioritize originality and emotional resonance
• Use brand templates and creative guardrails to scale without sacrificing brand identity

2. Smart content operations start with smarter systems

As content demands grow, smart systems become non-negotiable. Speakers agreed: operational excellence isn’t about squeezing more from your team – it’s about setting them up to succeed with the right infrastructure and marketing stack.

The challenge

Disconnected tools and workflows are slowing teams down and limiting visibility.

Specific challenges include:

• Disorganized file systems and content sprawl
• Repetitive manual tasks
• Siloed tools and communication threads that block collaboration

The solution

Modern digital asset management (DAM) platforms streamline operations, enabling scale, speed, and creative agility.

Benefits of digital asset management software include:

• One hub for all digital assets and content workflows
• Reduced manual work and redundancy
• A connected tech stack that scales with you

3. AI is only powerful when it’s purposeful

AI is everywhere, but without strategic intention, it can lead to content chaos instead of innovation. Summit speakers urged teams to treat AI as a tool, not a shortcut.

The challenge

Without a clear strategy, AI becomes a distraction instead of a driver of meaningful content outcomes.

Common genAI pitfalls include:

• Mistaking tools for strategy
• Creating content without direction or differentiation
• Losing the human voice that builds trust

The solution

Strategic teams use AI to accelerate execution – not define direction.

Smart uses for AI in content lifecycle management include:

• Enhancing (not replacing) human creativity
• Automating asset version control and metadata tagging
• Generating performance insights

4. The voice of the customer is your creative advantage

Authenticity cuts through the noise. In a world full of polished brand messaging and AI-generated fluff, real voices – especially those of your customers – build credibility and connection.

The challenge

Buyers trust peers more than brands, and authenticity is more scarce (i.e. valuable) than ever.

Common issues include:

• Content that feels generic or promotional
• Missed opportunities to amplify peer validation
• Low trust in traditional brand messaging

The solution

Leading teams amplify real customer voices to build credibility and connection across every channel.

Here are some tactics that work:

• Turn reviews into social posts, blog quotes, videos, and user-generated content
• Use voice-of-customer content in awareness campaigns, not just decision-stage
• Center your story on your community, not just your product

5. Bold ideas come from bold cultures

Great content doesn’t happen in a vacuum. The boldest, most innovative ideas come from teams that are empowered to take risks, collaborate early, and learn from failure.

The challenge

Risk-averse environments stifle innovation and delay alignment.

Barriers to boldness include:

• Long approval chains and late feedback
• Teams working in isolation
• Lack of confidence among team members

The solution

High-performing teams create space for experimentation, early collaboration, and shared learning.

Here’s how to foster a culture of boldness:

• Normalize risk with shared learnings like “best / biggest mistake” awards
• Encourage cross-functional collaboration from the start
• Celebrate creativity, not just outcomes

6. Content management needs to go from manual to magical

Content teams are drowning in marketing collateral – and AI is only accelerating the flood. The key to keeping up isn’t more effort; it’s better automation.

The challenge

Manual asset management is unsustainable at the scale modern teams need to operate on.

Recurring issues include:

• Wasting time searching for the right asset
• Duplicate or outdated files getting published
• Underutilized content due to poor visibility

The solution

AI-powered digital asset management (DAM) systems eliminate bottlenecks and unlock content performance.

Benefits include:

• Faster content discovery and increased asset reuse
• Fewer publishing errors
• More time for strategy and content creation

7. Omnichannel flexibility is the new baseline

Your audience isn’t staying in one place – your content can’t either. To meet people where they are, your team needs to think flexibly and reuse content creatively.

The challenge

Static, one-format content strategies can’t keep up with today’s channel-hopping audiences.

Common struggles include:

• Lack of bandwidth to create channel-specific content
• Slow content repurposing and production from disconnected tools and workflows
• Stalled campaigns due to missing formats

The solution

Smart teams design for reuse – turning one idea into many, fast and at scale.

Make this shift by:

• Building omnichannel flexibility into your content strategy from the start
• Structuring assets for easy versioning
• Leveraging DAM software to support omnichannel workflows

8. Think big; stay targeted

Going “big” doesn’t mean going broad. Today’s smartest campaigns are laser-focused – built for the people who need to hear your message most.

The challenge

Trying to reach everyone usually means reaching no one effectively.

Key challenges include:

• Budget limitations
• Overextending reach with limited ROI
• Unclear audience focus

 

The solution

Specificity can matter more than reach when it drives higher ROI and deeper impact.

High-impact tactics include:

• Micro-campaigns and education level initiatives
• Personalization by audience segment
• Channel-specific content that hits home

Bringing these bold content strategies to life

The leaders at this year’s Content Innovation Summit made one thing clear: the future of content belongs to teams who balance creative with operational excellence, and who aren’t afraid to rethink how work gets done. Whether you’re revamping your content operations, exploring the role of AI, or re-centering your message around your ideal customer, the ideas shared at the summit offer a roadmap for success now and into the future.

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