[{"data":1,"prerenderedAt":75},["ShallowReactive",2],{"i-material-symbols:language":3,"i-material-symbols:person":8,"i-mdi:instagram":10,"i-mdi:youtube":12,"i-ri:linkedin-fill":14,"i-ri:twitter-x-line":16,"i-ri:facebook-fill":18,"post-content-innovation-summit-insights":20,"i-material-symbols:person-outline":69,"i-material-symbols:calendar-month":71,"i-mdi:schedule":73},{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":7},0,24,false,"\u003Cpath fill=\"currentColor\" d=\"M8.125 21.213q-1.825-.788-3.187-2.15t-2.15-3.188T2 11.988t.788-3.875t2.15-3.175t3.187-2.15T12.013 2t3.875.788t3.175 2.15t2.15 3.175t.787 3.875t-.787 3.887t-2.15 3.188t-3.175 2.15t-3.875.787t-3.888-.787M12 19.95q.65-.9 1.125-1.875T13.9 16h-3.8q.3 1.1.775 2.075T12 19.95m-2.6-.4q-.45-.825-.787-1.713T8.05 16H5.1q.725 1.25 1.813 2.175T9.4 19.55m5.2 0q1.4-.45 2.488-1.375T18.9 16h-2.95q-.225.95-.562 1.838T14.6 19.55M4.25 14h3.4q-.075-.5-.112-.987T7.5 12t.038-1.012T7.65 10h-3.4q-.125.5-.187.988T4 12t.063 1.013t.187.987m5.4 0h4.7q.075-.5.113-.987T14.5 12t-.038-1.012T14.35 10h-4.7q-.075.5-.112.988T9.5 12t.038 1.013t.112.987m6.7 0h3.4q.125-.5.188-.987T20 12t-.062-1.012T19.75 10h-3.4q.075.5.113.988T16.5 12t-.038 1.013t-.112.987m-.4-6h2.95q-.725-1.25-1.812-2.175T14.6 4.45q.45.825.788 1.713T15.95 8M10.1 8h3.8q-.3-1.1-.775-2.075T12 4.05q-.65.9-1.125 1.875T10.1 8m-5 0h2.95q.225-.95.563-1.838T9.4 4.45Q8 4.9 6.912 5.825T5.1 8\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":9},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":11},"\u003Cpath fill=\"currentColor\" d=\"M7.8 2h8.4C19.4 2 22 4.6 22 7.8v8.4a5.8 5.8 0 0 1-5.8 5.8H7.8C4.6 22 2 19.4 2 16.2V7.8A5.8 5.8 0 0 1 7.8 2m-.2 2A3.6 3.6 0 0 0 4 7.6v8.8C4 18.39 5.61 20 7.6 20h8.8a3.6 3.6 0 0 0 3.6-3.6V7.6C20 5.61 18.39 4 16.4 4zm9.65 1.5a1.25 1.25 0 0 1 1.25 1.25A1.25 1.25 0 0 1 17.25 8A1.25 1.25 0 0 1 16 6.75a1.25 1.25 0 0 1 1.25-1.25M12 7a5 5 0 0 1 5 5a5 5 0 0 1-5 5a5 5 0 0 1-5-5a5 5 0 0 1 5-5m0 2a3 3 0 0 0-3 3a3 3 0 0 0 3 3a3 3 0 0 0 3-3a3 3 0 0 0-3-3\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":13},"\u003Cpath fill=\"currentColor\" d=\"m10 15l5.19-3L10 9zm11.56-7.83c.13.47.22 1.1.28 1.9c.07.8.1 1.49.1 2.09L22 12c0 2.19-.16 3.8-.44 4.83c-.25.9-.83 1.48-1.73 1.73c-.47.13-1.33.22-2.65.28c-1.3.07-2.49.1-3.59.1L12 19c-4.19 0-6.8-.16-7.83-.44c-.9-.25-1.48-.83-1.73-1.73c-.13-.47-.22-1.1-.28-1.9c-.07-.8-.1-1.49-.1-2.09L2 12c0-2.19.16-3.8.44-4.83c.25-.9.83-1.48 1.73-1.73c.47-.13 1.33-.22 2.65-.28c1.3-.07 2.49-.1 3.59-.1L12 5c4.19 0 6.8.16 7.83.44c.9.25 1.48.83 1.73 1.73\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":15},"\u003Cpath fill=\"currentColor\" d=\"M6.94 5a2 2 0 1 1-4-.002a2 2 0 0 1 4 .002M7 8.48H3V21h4zm6.32 0H9.34V21h3.94v-6.57c0-3.66 4.77-4 4.77 0V21H22v-7.93c0-6.17-7.06-5.94-8.72-2.91z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":17},"\u003Cpath fill=\"currentColor\" d=\"M10.488 14.651L15.25 21h7l-7.858-10.478L20.93 3h-2.65l-5.117 5.886L8.75 3h-7l7.51 10.015L2.32 21h2.65zM16.25 19L5.75 5h2l10.5 14z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":19},"\u003Cpath fill=\"currentColor\" d=\"M14 13.5h2.5l1-4H14v-2c0-1.03 0-2 2-2h1.5V2.14c-.326-.043-1.557-.14-2.857-.14C11.928 2 10 3.657 10 6.7v2.8H7v4h3V22h4z\"\u002F>",{"postType":21,"id":22,"author":23,"date":26,"modified":27,"title":28,"slug":29,"seoTitle":30,"seoDescription":31,"excerpt":32,"trimmedExcerpt":33,"content":34,"readingTime":35,"featuredImage":36,"postCategory":42,"relatedPosts":47},"post",70319,{"id":24,"name":25},"author-0922250003181520050121","Ivy Croteau","2025-06-12T22:01:21","2026-08-04T09:36:11","Content innovation strategies: 8 Insights from top brand leaders","content-innovation-summit-insights","Top Content Innovation Insights from Leading Experts","Get top insights on content innovation and operations. Discover bold ideas, smart systems, and real talk on scaling content from Canto's Content Innovation Summit.","What is content innovation? Content innovation is the ongoing process of developing new ideas, workflows, tools, and strategies to create, manage, and distribute content more effectively. It encompasses how teams scale quality output, leverage AI purposefully, and build the operational systems needed to meet growing content demands. Organizations that prioritize content innovation gain a competitive […]","What is content innovation? Content innovation is the ongoing process of developing new ideas, workflows, tools, and strategies to create,...","\u003Ch2 class=\"wp-block-heading\" id=\"toc-1--what-is-content-innovation\">What is content innovation?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Content innovation is the ongoing process of developing new ideas, workflows, tools, and strategies to create, manage, and distribute content more effectively. It encompasses how teams scale quality output, leverage AI purposefully, and build the operational systems needed to meet growing content demands. Organizations that prioritize content innovation gain a competitive advantage through faster production, stronger brand consistency, and more targeted audience engagement.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Ca href=\"\u002Fglossary\u002Fdigital-content-management\u002F\">Digital content management\u003C\u002Fa> (DCM) covers planning, creating, collaborating, storing, organizing, and distributing all forms of digital media throughout the content lifecycle.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">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 \u003Ca href=\"https:\u002F\u002Fneilpatel.com\u002Fabout\u002F\" target=\"_blank\" rel=\"noopener\">Neil Patel\u003C\u002Fa>, joined Canto experts to share what it really takes to scale bold, brand-driven content success in a crowded market.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>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.\u003C\u002Fstrong>\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-2--1-scaling-content-means-scaling-quality-not-just-quantity\">1. Scaling content means scaling quality – not just quantity\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">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.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"880\" height=\"450\" src=\"\u002Fcdn\u002Fen\u002F2025\u002F06\u002F12183744\u002Fcontent-innovation-summit_bogin_1.jpg\" alt=\"Quote graphic featuring Tanya Bogin, EVP Global Head of Studio at Monks, with a headshot on the left and her quote on the right. The quote discusses the shift in scale from 300 to 3,000 content assets, emphasizing that without effectiveness, more content just floods the internet. This insight highlights a key theme of content innovation: quality and impact over sheer volume.\" class=\"wp-image-70305\" srcset=\"\u002Fcdn\u002Fen\u002F2025\u002F06\u002F12183744\u002Fcontent-innovation-summit_bogin_1.jpg 880w, \u002Fcdn\u002Fen\u002F2025\u002F06\u002F12183744\u002Fcontent-innovation-summit_bogin_1-450x230.jpg 450w, \u002Fcdn\u002Fen\u002F2025\u002F06\u002F12183744\u002Fcontent-innovation-summit_bogin_1-768x393.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Ch3 class=\"wp-block-heading\">The challenge\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>AI makes it easier to produce content at scale, but without strategy, teams risk flooding the market with ineffective assets.\u003C\u002Fstrong>\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Specific challenges include:\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>Prioritizing quantity over impact\u003C\u002Fli>\u003Cli>Failing to target content effectively\u003C\u002Fli>\u003Cli>Losing originality in high-speed production cycles\u003C\u002Fli>\u003C\u002Ful>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"880\" height=\"450\" src=\"\u002Fcdn\u002Fen\u002F2025\u002F06\u002F12184007\u002Fcontent-innovation-summit_patel_2.jpg\" alt=\"Quote graphic featuring Neil Patel, Co-founder of NP Digital, with a smiling headshot on the right and a quote on the left. The quote emphasizes the importance of identifying your ideal customer and creating targeted content, rather than trying to appeal to everyone. This insight reflects a core principle of content innovation—focusing on relevance and personalization to drive content success.\" class=\"wp-image-70306\" srcset=\"\u002Fcdn\u002Fen\u002F2025\u002F06\u002F12184007\u002Fcontent-innovation-summit_patel_2.jpg 880w, \u002Fcdn\u002Fen\u002F2025\u002F06\u002F12184007\u002Fcontent-innovation-summit_patel_2-450x230.jpg 450w, \u002Fcdn\u002Fen\u002F2025\u002F06\u002F12184007\u002Fcontent-innovation-summit_patel_2-768x393.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Ch3 class=\"wp-block-heading\">The solution\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Winning brands focus on relevance, originality, and customer alignment to drive quality at scale.\u003C\u002Fstrong>\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">How to do it:\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>Keep content focused on your ideal customer\u003C\u002Fli>\u003Cli>Prioritize originality and emotional resonance\u003C\u002Fli>\u003Cli>Use brand templates and creative guardrails to scale without sacrificing \u003Ca href=\"\u002Fblog\u002Fbrand-identity\u002F\">brand identity\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003Ch2 class=\"wp-block-heading\" id=\"toc-3--2-smart-content-operations-start-with-smarter-systems\">2. Smart content operations start with smarter systems\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">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 \u003Ca href=\"\u002Fblog\u002Fmarketing-stack\u002F\">marketing stack\u003C\u002Fa>.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"880\" height=\"450\" src=\"\u002Fcdn\u002Fen\u002F2025\u002F06\u002F12184316\u002Fcontent-innovation-summit_lacey_3.jpg\" alt=\"Quote graphic featuring Mike Lacey, VP of Brand, Content, and Product at Canto, with a headshot on the left and his quote on the right. The quote explains how a modern digital asset management (DAM) platform acts as a central hub and activation engine for content operations, enabling teams to work faster and more efficiently. This perspective underscores the role of DAM in driving content innovation through streamlined workflows.\" class=\"wp-image-70307\" srcset=\"\u002Fcdn\u002Fen\u002F2025\u002F06\u002F12184316\u002Fcontent-innovation-summit_lacey_3.jpg 880w, \u002Fcdn\u002Fen\u002F2025\u002F06\u002F12184316\u002Fcontent-innovation-summit_lacey_3-450x230.jpg 450w, \u002Fcdn\u002Fen\u002F2025\u002F06\u002F12184316\u002Fcontent-innovation-summit_lacey_3-768x393.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Ch3 class=\"wp-block-heading\">The challenge\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Disconnected tools and workflows are slowing teams down and limiting visibility.\u003C\u002Fstrong>\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Specific challenges include:\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>Disorganized file systems and content sprawl\u003C\u002Fli>\u003Cli>Repetitive manual tasks\u003C\u002Fli>\u003Cli>Siloed tools and communication threads that block collaboration\u003C\u002Fli>\u003C\u002Ful>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"880\" height=\"450\" src=\"\u002Fcdn\u002Fen\u002F2025\u002F06\u002F12184509\u002Fcontent-innovation-summit_gostanian_4.jpg\" alt=\"Quote graphic featuring Beth Gostanian, VP of Product at Canto, with her headshot on the right and her quote on the left. The quote emphasizes that scaling content operations isn’t about working harder but about working smarter. This insight highlights a core theme of content innovation—leveraging smarter systems and strategies to scale efficiently and effectively.\" class=\"wp-image-70308\" srcset=\"\u002Fcdn\u002Fen\u002F2025\u002F06\u002F12184509\u002Fcontent-innovation-summit_gostanian_4.jpg 880w, \u002Fcdn\u002Fen\u002F2025\u002F06\u002F12184509\u002Fcontent-innovation-summit_gostanian_4-450x230.jpg 450w, \u002Fcdn\u002Fen\u002F2025\u002F06\u002F12184509\u002Fcontent-innovation-summit_gostanian_4-768x393.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Ch3 class=\"wp-block-heading\">The solution\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Modern \u003Ca href=\"\u002Fdigital-asset-management\u002F\">digital asset management\u003C\u002Fa> (DAM) platforms streamline operations, enabling scale, speed, \u003Cem>and\u003C\u002Fem> creative agility.\u003C\u002Fstrong>\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Benefits of \u003Ca href=\"\u002Fblog\u002F10-benefits-of-digital-asset-management\u002F\">digital asset management\u003C\u002Fa> software include:\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>One hub for all \u003Ca href=\"\u002Fglossary\u002Fdigital-assets\u002F\">digital assets\u003C\u002Fa> and content workflows\u003C\u002Fli>\u003Cli>Reduced manual work and redundancy\u003C\u002Fli>\u003Cli>A connected tech stack that scales with you\u003C\u002Fli>\u003C\u002Ful>\u003Ch2 class=\"wp-block-heading\" id=\"toc-4--3-ai-is-only-powerful-when-it-s-purposeful\">3. AI is only powerful when it’s purposeful\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">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.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"880\" height=\"450\" src=\"\u002Fcdn\u002Fen\u002F2025\u002F06\u002F12184812\u002Fcontent-innovation-summit_gunn_5.jpg\" alt=\"Quote graphic featuring Erica Gunn, CMO at Canto, with her headshot on the left and her quote on the right. The quote critiques the overreliance on AI as a catch-all strategy in marketing, urging teams to define their goals first. This perspective contributes to the conversation around content innovation by emphasizing strategic clarity and intentional use of technology.\" class=\"wp-image-70309\" srcset=\"\u002Fcdn\u002Fen\u002F2025\u002F06\u002F12184812\u002Fcontent-innovation-summit_gunn_5.jpg 880w, \u002Fcdn\u002Fen\u002F2025\u002F06\u002F12184812\u002Fcontent-innovation-summit_gunn_5-450x230.jpg 450w, \u002Fcdn\u002Fen\u002F2025\u002F06\u002F12184812\u002Fcontent-innovation-summit_gunn_5-768x393.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Ch3 class=\"wp-block-heading\">The challenge\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Without a clear strategy, AI becomes a distraction instead of a driver of meaningful content outcomes.\u003C\u002Fstrong>\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Common genAI pitfalls include:\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>Mistaking tools for strategy\u003C\u002Fli>\u003Cli>Creating content without direction or differentiation\u003C\u002Fli>\u003Cli>Losing the human voice that builds trust\u003C\u002Fli>\u003C\u002Ful>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"880\" height=\"450\" src=\"\u002Fcdn\u002Fen\u002F2025\u002F06\u002F12184925\u002Fcontent-innovation-summit_hall_6.jpg\" alt=\"Quote graphic featuring Andrew Hall, VP of Global Demand Gen at Canto, with his headshot on the right and his quote on the left. The quote clarifies that AI is a tool for execution, not a strategy in itself. This insight supports a key principle of content innovation—using technology intentionally within a broader strategic framework to drive meaningful results.\" class=\"wp-image-70310\" srcset=\"\u002Fcdn\u002Fen\u002F2025\u002F06\u002F12184925\u002Fcontent-innovation-summit_hall_6.jpg 880w, \u002Fcdn\u002Fen\u002F2025\u002F06\u002F12184925\u002Fcontent-innovation-summit_hall_6-450x230.jpg 450w, \u002Fcdn\u002Fen\u002F2025\u002F06\u002F12184925\u002Fcontent-innovation-summit_hall_6-768x393.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Ch3 class=\"wp-block-heading\">The solution\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Strategic teams use AI to accelerate execution – not define direction.\u003C\u002Fstrong>\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Smart uses for AI in \u003Ca href=\"\u002Fblog\u002Fcontent-lifecycle-management\u002F\">content lifecycle management\u003C\u002Fa> include:\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>Enhancing (not replacing) human creativity\u003C\u002Fli>\u003Cli>Automating asset \u003Ca href=\"\u002Fglossary\u002Fversion-control\u002F\">version control\u003C\u002Fa> and metadata tagging\u003C\u002Fli>\u003Cli>Generating performance insights\u003C\u002Fli>\u003C\u002Ful>\u003Ch2 class=\"wp-block-heading\" id=\"toc-5--4-the-voice-of-the-customer-is-your-creative-advantage\">4. The voice of the customer is your creative advantage\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">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.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"880\" height=\"450\" src=\"\u002Fcdn\u002Fen\u002F2025\u002F06\u002F12185251\u002Fcontent-innovation-summit_gardynski_7.jpg\" alt=\"Quote graphic featuring Jenny Gardynski, Senior Director of Content at G2, with a smiling headshot on the left and her quote on the right. The quote highlights the rising importance of credibility and trust in marketing, emphasizing how customer voice-driven content supports the entire customer journey. This insight reflects a key trend in content innovation—leveraging authentic customer perspectives to build trust and drive engagement across the funnel.\" class=\"wp-image-70311\" srcset=\"\u002Fcdn\u002Fen\u002F2025\u002F06\u002F12185251\u002Fcontent-innovation-summit_gardynski_7.jpg 880w, \u002Fcdn\u002Fen\u002F2025\u002F06\u002F12185251\u002Fcontent-innovation-summit_gardynski_7-450x230.jpg 450w, \u002Fcdn\u002Fen\u002F2025\u002F06\u002F12185251\u002Fcontent-innovation-summit_gardynski_7-768x393.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Ch3 class=\"wp-block-heading\">The challenge\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Buyers trust peers more than brands, and authenticity is more scarce (i.e. valuable) than ever.\u003C\u002Fstrong>\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Common issues include:\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>Content that feels generic or promotional\u003C\u002Fli>\u003Cli>Missed opportunities to amplify peer validation\u003C\u002Fli>\u003Cli>Low trust in traditional brand messaging\u003C\u002Fli>\u003C\u002Ful>\u003Ch3 class=\"wp-block-heading\">The solution\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Leading teams amplify real customer voices to build credibility and connection across every channel.\u003C\u002Fstrong>\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Here are some tactics that work:\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>Turn reviews into social posts, blog quotes, videos, and \u003Ca href=\"\u002Fblog\u002Fuser-generated-content\u002F\">user-generated content\u003C\u002Fa>\u003C\u002Fli>\u003Cli>Use voice-of-customer content in awareness campaigns, not just decision-stage\u003C\u002Fli>\u003Cli>Center your story on your community, not just your product\u003C\u002Fli>\u003C\u002Ful>\u003Ch2 class=\"wp-block-heading\" id=\"toc-6--5-bold-ideas-come-from-bold-cultures\">5. Bold ideas come from bold cultures\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">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.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"880\" height=\"450\" src=\"\u002Fcdn\u002Fen\u002F2025\u002F06\u002F12185609\u002Fcontent-innovation-summit_jones_8.jpg\" alt=\"Quote graphic featuring Helen Jones, Creative Director at Shelter UK, with a headshot on the right and her quote on the left. The quote emphasizes the importance of early, consistent collaboration for in-house creative teams to achieve bold outcomes without surprises. This message aligns with content innovation by underscoring how integrated teamwork and communication drive more impactful content creation.\" class=\"wp-image-70312\" srcset=\"\u002Fcdn\u002Fen\u002F2025\u002F06\u002F12185609\u002Fcontent-innovation-summit_jones_8.jpg 880w, \u002Fcdn\u002Fen\u002F2025\u002F06\u002F12185609\u002Fcontent-innovation-summit_jones_8-450x230.jpg 450w, \u002Fcdn\u002Fen\u002F2025\u002F06\u002F12185609\u002Fcontent-innovation-summit_jones_8-768x393.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Ch3 class=\"wp-block-heading\">The challenge\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Risk-averse environments stifle innovation and delay alignment.\u003C\u002Fstrong>\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Barriers to boldness include:\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>Long approval chains and late feedback\u003C\u002Fli>\u003Cli>Teams working in isolation\u003C\u002Fli>\u003Cli>Lack of confidence among team members\u003C\u002Fli>\u003C\u002Ful>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"880\" height=\"450\" src=\"\u002Fcdn\u002Fen\u002F2025\u002F06\u002F12185723\u002Fcontent-innovation-summit_biondo_9.jpg\" alt=\"Quote graphic featuring Tomlynn Biondo, Creative Director at King Arthur Baking, with a headshot on the left and her quote on the right. The quote explains how their team runs a “biggest mistake” competition to normalize risk and highlight process improvements. This insight reflects content innovation by promoting a culture of experimentation, learning, and continuous improvement in creative workflows.\" class=\"wp-image-70313\" srcset=\"\u002Fcdn\u002Fen\u002F2025\u002F06\u002F12185723\u002Fcontent-innovation-summit_biondo_9.jpg 880w, \u002Fcdn\u002Fen\u002F2025\u002F06\u002F12185723\u002Fcontent-innovation-summit_biondo_9-450x230.jpg 450w, \u002Fcdn\u002Fen\u002F2025\u002F06\u002F12185723\u002Fcontent-innovation-summit_biondo_9-768x393.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Ch3 class=\"wp-block-heading\">The solution\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>High-performing teams create space for experimentation, early collaboration, and shared learning.\u003C\u002Fstrong>\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Here’s how to foster a culture of boldness:\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>Normalize risk with shared learnings like “best \u002F biggest mistake” awards\u003C\u002Fli>\u003Cli>Encourage cross-functional collaboration from the start\u003C\u002Fli>\u003Cli>Celebrate creativity, not just outcomes\u003C\u002Fli>\u003C\u002Ful>\u003Ch2 class=\"wp-block-heading\" id=\"toc-7--6-content-management-needs-to-go-from-manual-to-magical\">6. Content management needs to go from manual to magical\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Content teams are drowning in \u003Ca href=\"\u002Fblog\u002Fmarketing-collateral\u002F\">marketing collateral\u003C\u002Fa> – and AI is only accelerating the flood. The key to keeping up isn’t more effort; it’s better automation.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"880\" height=\"450\" src=\"\u002Fcdn\u002Fen\u002F2025\u002F06\u002F12190009\u002Fcontent-innovation-summit_gunn_10.jpg\" alt=\"Quote graphic featuring Erica Gunn, CMO at Canto, with her headshot on the right and her quote on the left. The quote discusses the overwhelming volume of content created—especially with AI—and the increasing difficulty of managing, locating, and distributing the right assets quickly. This insight emphasizes the growing need for content innovation in asset management and workflow efficiency.\" class=\"wp-image-70314\" srcset=\"\u002Fcdn\u002Fen\u002F2025\u002F06\u002F12190009\u002Fcontent-innovation-summit_gunn_10.jpg 880w, \u002Fcdn\u002Fen\u002F2025\u002F06\u002F12190009\u002Fcontent-innovation-summit_gunn_10-450x230.jpg 450w, \u002Fcdn\u002Fen\u002F2025\u002F06\u002F12190009\u002Fcontent-innovation-summit_gunn_10-768x393.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Ch3 class=\"wp-block-heading\">The challenge\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Manual asset management is unsustainable at the scale modern teams need to operate on.\u003C\u002Fstrong>\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Recurring issues include:\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>Wasting time searching for the right asset\u003C\u002Fli>\u003Cli>Duplicate or outdated files getting published\u003C\u002Fli>\u003Cli>Underutilized content due to poor visibility\u003C\u002Fli>\u003C\u002Ful>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"880\" height=\"450\" src=\"\u002Fcdn\u002Fen\u002F2025\u002F06\u002F12191323\u002Fcontent-innovation-summit_gostanian_11.jpg\" alt=\"Quote graphic featuring Beth Gostanian, VP of Product at Canto, with her headshot on the left and her quote on the right. The quote highlights how AI-powered metadata helps automatically tag, organize, and surface the right content at the right time. This insight demonstrates how content innovation relies on intelligent automation to boost efficiency and streamline digital workflows.\" class=\"wp-image-70315\" srcset=\"\u002Fcdn\u002Fen\u002F2025\u002F06\u002F12191323\u002Fcontent-innovation-summit_gostanian_11.jpg 880w, \u002Fcdn\u002Fen\u002F2025\u002F06\u002F12191323\u002Fcontent-innovation-summit_gostanian_11-450x230.jpg 450w, \u002Fcdn\u002Fen\u002F2025\u002F06\u002F12191323\u002Fcontent-innovation-summit_gostanian_11-768x393.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Ch3 class=\"wp-block-heading\">The solution\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>\u003Ca href=\"\u002Febooks\u002Fai-powered-digital-asset-management\u002F\">AI-powered digital asset management\u003C\u002Fa> (DAM) systems eliminate bottlenecks and unlock content performance.\u003C\u002Fstrong>\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Benefits include:\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>Faster content discovery and increased asset reuse\u003C\u002Fli>\u003Cli>Fewer publishing errors\u003C\u002Fli>\u003Cli>More time for strategy and content creation\u003C\u002Fli>\u003C\u002Ful>\u003Ch2 class=\"wp-block-heading\" id=\"toc-8--7-omnichannel-flexibility-is-the-new-baseline\">7. Omnichannel flexibility is the new baseline\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">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.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"880\" height=\"450\" src=\"\u002Fcdn\u002Fen\u002F2025\u002F06\u002F12192244\u002Fcontent-innovation-summit_lacey_12.jpg\" alt=\"Quote graphic featuring Mike Lacey, VP of Brand, Content, and Product at Canto, with his headshot on the right and his quote on the left. The quote states that content should be created once and then adapted across channels. This approach reflects a foundational principle of content innovation—designing content for flexibility and omnichannel reuse to maximize efficiency and impact.\" class=\"wp-image-70316\" srcset=\"\u002Fcdn\u002Fen\u002F2025\u002F06\u002F12192244\u002Fcontent-innovation-summit_lacey_12.jpg 880w, \u002Fcdn\u002Fen\u002F2025\u002F06\u002F12192244\u002Fcontent-innovation-summit_lacey_12-450x230.jpg 450w, \u002Fcdn\u002Fen\u002F2025\u002F06\u002F12192244\u002Fcontent-innovation-summit_lacey_12-768x393.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Ch3 class=\"wp-block-heading\">The challenge\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Static, one-format content strategies can’t keep up with today’s channel-hopping audiences.\u003C\u002Fstrong>\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Common struggles include:\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>Lack of bandwidth to create channel-specific content\u003C\u002Fli>\u003Cli>Slow \u003Ca href=\"\u002Fblog\u002Frepurposing-your-best-content-using-digital-asset-management\u002F\">content repurposing\u003C\u002Fa> and production from disconnected tools and workflows\u003C\u002Fli>\u003Cli>Stalled campaigns due to missing formats\u003C\u002Fli>\u003C\u002Ful>\u003Ch3 class=\"wp-block-heading\">The solution\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Smart teams design for reuse – turning one idea into many, fast and at scale.\u003C\u002Fstrong>\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Make this shift by:\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>Building omnichannel flexibility into your content strategy from the start\u003C\u002Fli>\u003Cli>Structuring assets for easy versioning\u003C\u002Fli>\u003Cli>Leveraging \u003Ca href=\"\u002Fdigital-asset-management\u002F\">DAM software\u003C\u002Fa> to support omnichannel workflows\u003C\u002Fli>\u003C\u002Ful>\u003Ch2 class=\"wp-block-heading\" id=\"toc-9--8-think-big-stay-targeted\">8. Think big; stay targeted\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">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.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"880\" height=\"450\" src=\"\u002Fcdn\u002Fen\u002F2025\u002F06\u002F12193028\u002Fcontent-innovation-summit_jones_13.jpg\" alt=\"Quote graphic featuring Helen Jones, Creative Director at Shelter UK, with her headshot on the left and her quote on the right. The quote discusses how limited budgets require teams to be highly targeted in their messaging to make a meaningful impact. This insight illustrates a key aspect of content innovation—achieving more with less through strategic focus and audience specificity.\" class=\"wp-image-70317\" srcset=\"\u002Fcdn\u002Fen\u002F2025\u002F06\u002F12193028\u002Fcontent-innovation-summit_jones_13.jpg 880w, \u002Fcdn\u002Fen\u002F2025\u002F06\u002F12193028\u002Fcontent-innovation-summit_jones_13-450x230.jpg 450w, \u002Fcdn\u002Fen\u002F2025\u002F06\u002F12193028\u002Fcontent-innovation-summit_jones_13-768x393.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Ch3 class=\"wp-block-heading\">The challenge\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Trying to reach everyone usually means reaching no one effectively.\u003C\u002Fstrong>\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Key challenges include:\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>Budget limitations\u003C\u002Fli>\u003Cli>Overextending reach with limited ROI\u003C\u002Fli>\u003Cli>Unclear audience focus\u003C\u002Fli>\u003C\u002Ful>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"880\" height=\"450\" src=\"\u002Fcdn\u002Fen\u002F2025\u002F06\u002F12193423\u002Fcontent-innovation-summit_patel_14.jpg\" alt=\"Quote graphic featuring Neil Patel, Co-founder of NP Digital, with his headshot on the right and his quote on the left. The quote underscores the importance of identifying your ideal customer and creating content that addresses their problems and evolving needs. This takeaway supports content innovation by stressing relevance, personalization, and customer-centric strategy in modern marketing.\" class=\"wp-image-70318\" srcset=\"\u002Fcdn\u002Fen\u002F2025\u002F06\u002F12193423\u002Fcontent-innovation-summit_patel_14.jpg 880w, \u002Fcdn\u002Fen\u002F2025\u002F06\u002F12193423\u002Fcontent-innovation-summit_patel_14-450x230.jpg 450w, \u002Fcdn\u002Fen\u002F2025\u002F06\u002F12193423\u002Fcontent-innovation-summit_patel_14-768x393.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Ch3 class=\"wp-block-heading\">The solution\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Specificity can matter more than reach when it drives higher ROI and deeper impact.\u003C\u002Fstrong>\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">High-impact tactics include:\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>Micro-campaigns and education level initiatives\u003C\u002Fli>\u003Cli>Personalization by audience segment\u003C\u002Fli>\u003Cli>Channel-specific content that hits home\u003C\u002Fli>\u003C\u002Ful>\u003Ch2 class=\"wp-block-heading\" id=\"toc-10--bringing-these-bold-content-strategies-to-life\">Bringing these bold content strategies to life\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">The leaders at this year’s Content Innovation Summit made one thing clear: \u003Cstrong>the future of content belongs to teams who balance creative with operational excellence, and who aren’t afraid to rethink how work gets done.\u003C\u002Fstrong> 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.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Want more game-changing insights like these?\u003C\u002Fstrong>\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Ca href=\"\u002Fcontent-innovation-summit\u002F ?utm_source=page_blog&utm_medium=content_cta&utm_campaign=canto_content_fy25&utm_content=page_cis_blog\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"850\" height=\"250\" src=\"\u002Fcdn\u002Fen\u002F2025\u002F06\u002F12215717\u002FContent-Innovation-Summit-CTA-blog-post-6.png\" alt=\"Promotional banner with a light pink background and bold red design accents. Centered text reads “The Content Innovation Summit” with a red button below that says “Watch on-demand.” This image invites viewers to explore on-demand sessions from the content innovation event.\" class=\"wp-image-70323\" srcset=\"\u002Fcdn\u002Fen\u002F2025\u002F06\u002F12215717\u002FContent-Innovation-Summit-CTA-blog-post-6.png 850w, \u002Fcdn\u002Fen\u002F2025\u002F06\u002F12215717\u002FContent-Innovation-Summit-CTA-blog-post-6-450x132.png 450w, \u002Fcdn\u002Fen\u002F2025\u002F06\u002F12215717\u002FContent-Innovation-Summit-CTA-blog-post-6-768x226.png 768w\" \u002F>\u003C\u002Fa>\u003C\u002Ffigure>",6,{"url":37,"url_md":38,"alt":39,"height":40,"width":41},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2025\u002F06\u002F12220100\u002Fcontent-innovation-summit-feature_2.jpg","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2025\u002F06\u002F12220100\u002Fcontent-innovation-summit-feature_2-450x263.jpg","Promotional graphic for the Content Innovation Summit 2025. A smiling woman in a pink hoodie sits cross-legged with a laptop, surrounded by digital asset icons, a search bar reading “red dresses from campaign SS4576,” product detail overlays, and red dress media previews. The image visually represents how content innovation streamlines search, organization, and activation of digital assets across campaigns.",700,1200,[43],{"id":44,"slug":44,"title":45,"path":46},"industry-insights","Industry insights","\u002Fpost-category\u002Findustry-insights\u002F",[48,55,62],{"featuredImage":49,"postId":50,"slug":51,"title":52,"description":53,"path":54},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F07\u002F19194400\u002Ftransform-creative-workflows-dam-450x300.jpg",30485,"how-5-teams-transformed-their-creative-workflows-with-dam","How 5 teams transformed their creative workflows with DAM","Here are some of the ways creative teams have streamlined their content workflows with DAM, and gained time back to devote towards creating.","\u002Fblog\u002Fhow-5-teams-transformed-their-creative-workflows-with-dam\u002F",{"featuredImage":56,"postId":57,"slug":58,"title":59,"description":60,"path":61},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F04\u002F19195443\u002Fmartech-conference-1-450x269.jpg",24020,"we-are-going-to-martech-three-reasons-why-you-should-go-too","We’re going to MarTech: Three reasons why you should go too","Canto is heading to the MarTech Conference in San Jose this week and here are three important reasons why you should go too.","\u002Fblog\u002Fwe-are-going-to-martech-three-reasons-why-you-should-go-too\u002F",{"featuredImage":63,"postId":64,"slug":65,"title":66,"description":67,"path":68},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F05\u002F19191732\u002FParty-Reflections_2-450x338.jpg",45093,"creative-spotlight-leading-through-uncertainty-with-maurisa-beaver-from-party-reflections","Creative Spotlight: Leading through uncertainty with Maurisa Beaver from Party Reflections","Maurisa Beaver is the Chief Culture Officer at Party Reflections, a special events rental company. She talks about how creativity is at the center of her work.","\u002Fblog\u002Fcreative-spotlight-leading-through-uncertainty-with-maurisa-beaver-from-party-reflections\u002F",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":70},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20zm2-2h12v-.8q0-.275-.137-.5t-.363-.35q-1.35-.675-2.725-1.012T12 15t-2.775.338T6.5 16.35q-.225.125-.363.35T6 17.2zm7.413-8.587Q14 8.825 14 8t-.587-1.412T12 6t-1.412.588T10 8t.588 1.413T12 10t1.413-.587M12 18\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":72},"\u003Cpath fill=\"currentColor\" d=\"M12 14q-.425 0-.712-.288T11 13t.288-.712T12 12t.713.288T13 13t-.288.713T12 14m-4.712-.288Q7 13.426 7 13t.288-.712T8 12t.713.288T9 13t-.288.713T8 14t-.712-.288M16 14q-.425 0-.712-.288T15 13t.288-.712T16 12t.713.288T17 13t-.288.713T16 14m-4 4q-.425 0-.712-.288T11 17t.288-.712T12 16t.713.288T13 17t-.288.713T12 18m-4.712-.288Q7 17.426 7 17t.288-.712T8 16t.713.288T9 17t-.288.713T8 18t-.712-.288M16 18q-.425 0-.712-.288T15 17t.288-.712T16 16t.713.288T17 17t-.288.713T16 18M5 22q-.825 0-1.412-.587T3 20V6q0-.825.588-1.412T5 4h1V2h2v2h8V2h2v2h1q.825 0 1.413.588T21 6v14q0 .825-.587 1.413T19 22zm0-2h14V10H5z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":74},"\u003Cpath fill=\"currentColor\" d=\"M12 20a8 8 0 0 0 8-8a8 8 0 0 0-8-8a8 8 0 0 0-8 8a8 8 0 0 0 8 8m0-18a10 10 0 0 1 10 10a10 10 0 0 1-10 10C6.47 22 2 17.5 2 12A10 10 0 0 1 12 2m.5 5v5.25l4.5 2.67l-.75 1.23L11 13V7z\"\u002F>",1789707702488]