Scaling Content Distribution with Adobe Marketing Hub

[#1]

Scaling Content Distribution with Adobe Marketing Hub by Diana Peterson

I’m excited to share with you Adobe’s own implementation of AEM Assets Content Hub, which we co-brand as Adobe Marketing Hub. I’m responsible for this implementation and for how Adobe has successfully onboarded the Experience Manager Content Hub to scale content distribution to over 40,000 users - employees and agencies globally - across regions and different business units. This Content Hub is: 

• transforming our ability to easily locate assets to reuse, and remix - using Adobe’s generative AI capabilities - thus getting more value from the content we have 

• reducing our cost of maintaining the Content Hub, as we are configuring a product, as opposed to the cost of a team of developers to code and maintain a custom brand portal. 

Branding and Customization 

At Adobe, we have branded our Content Hub as the Adobe Marketing Hub, and it's been incredibly easy to configure and align with our existing branding. By simply going to the Branding tab, we set up our title, Adobe Marketing Hub, body text, primary and secondary colors, and banner image--and next we'll be adding our logo, as that is the latest enhancement to Branding. This easy ability to brand enabled a seamless transition from legacy portals and ensures that our branding remains consistent. 

 

Serving Multiple Use Cases 

Our Content Hub hosts almost 150,000 assets, catering to different use cases. The most common ones are marketing program assets deployed in social media, email, and web. Additionally, we have all our Adobe Brand assets that every employee needs when they join Adobe. We've also configured web links to our Adobe Brand Center, reporting, and FAQ page, making it easy for employees to find exactly what they need quickly. 

Know more about how to configure Content Hub user interface. 

Asset Card Customization 

We've done extensive customization on the asset cards. Each card can display up to six metadata fields, including file format, resolution, size, and custom fields like publishing platform and language. This helps users quickly identify relevant assets without needing to click through each one. The asset panel is dynamic, showing only relevant metadata fields for each asset, ensuring users see pertinent information without being overwhelmed.  

Know more about how to customize asset cards. 

 

 

 

 

 

 

 

 

 

 

 

 

Efficient Search and Indexing 

Our search functionality is optimized by indexing important fields like title, description, and program name. This allows users to easily find assets using specific search terms, even if those terms are not in the filters. For example, our Digital Experience marketers can search for assets using the offer short name, making the search process highly efficient. 

 Know more about search indexing. 

Smart Tagging 

One of the coolest features is AI-powered smart tagging. This enables users to find assets based on visual content. For instance, if I want to find assets with sunglasses, the AI identifies images with sunglasses and adds a smart tag, making it easy to locate the desired assets. 

 Know more about smart tagging. 

Attribute-Based Access Control (ABAC) 

We were excited to be Customer Zero for the ABAC feature. Our employee communications team wanted to share communications exclusively with Adobe employees who are VPs or above. By creating a new metadata field called confidential content and associating it with a VP plus user group that is sync’d with our Adobe Workday implementation, we ensured that only authorized users could access sensitive assets. This feature saves time and enhances security, as the VP user group is dynamically kept up to date without human intervention.  

 Know more about ABAC

Excited about the road ahead 

To sum up, our use of Experience Manager Content Hub as a key component of our Adobe GenStudio implementation is reinventing our content management processes. As we onboard more and more teams across our global marketing organization, we’re excited about transforming their ability to centralize their assets and easily locate assets to reuse, and remix - using Adobe’s generative AI capabilities - thus getting more value from the content we have while moving at the speed of business. 
 
We’ve also looking forward to continuing to be Customer Zero for Content Hub, testing out early access features such as search within content of a text-based document (wow!), pinned collections, favorite collections, conversational Attribute-based Access Controls, and more. 

Thank you for joining me on this journey through our implementation of Adobe Marketing Hub. I hope it helps you imagine the possibilities for your organization! 

[#2]

@dpeterson Thanks so much for sharing this. It's insightful. The branding and asset card customization examples were especially interesting, and it’s inspiring to see how smart tagging + ABAC are being applied in real-world scenarios.

Quick question:  What do you think will make AI-powered asset management tools like Content Hub most valuable in the next 2–3 years: smarter tagging, better personalization, or seamless integration with existing workflows?? Would love to hear your perspective!

[#3]

Thanks @kautuk_sahni ! You're going to make me choose the most valuable? How about if I stack rank them?

Top of the list would be seamless integration with existing workflows. And we're working towards this already! We have marketing teams that can pull social media assets in from our Adobe Marketing Hub into GenStudio for Performance Marketing, activate those assets on Meta, and gain great insights on their performance.

I'm also excited about growing personalization capabilities - so we can give regional teams a more tailored view into the Marketing Hub, while still giving them access to all assets globally.

And of course who wouldn't want smarter tagging? Although I've been really impressed with what we already have 🙂 

[#4]

Incredible implementation, @dpeterson! The scale of onboarding 40,000 users globally is impressive. Love how branding and smart tagging are simplifying the entire experience.

[#5]

@dpeterson Great article, thank you! I am interested to hear about internationalization, localization, and any translation types of use cases you may have had to cover in scaling out to this degree, assuming it's needed. Thanks!

[#6]

@raf-winterpacht , yes, we have many international / localization needs globally, and in order to scale, we are using our own Adobe Firefly product and professional services to automate the production of all the variants needed! You can learn more here: https://business.adobe.com/products/firefly-business/firefly-services.html

[#7]

@dpeterson anything for AEM on-prem or AMS customers? Not everyone is on AEM Cloud.

[#8]

@Shashi_Mulugu , we do understand not every customer is on Cloud Services, but we do recommend every customer evaluate Cloud Services so they can get all the benefits of our latest innovations. Where possible we do try to bring feature parity, for now Brand Portal/ Asset Share is the solution for non Cloud Services customers. Thank you sharing your feedback!

[#9]

Such a great Blog!