Top 3 Key Roles for Optimizing Your Content Supply Chain
By Harald Hoffelinck
Now that the AI genie is out of the bottle, there’s no putting it back in. That’s why 55% of organizations that have leveraged AI in the past consider it for new use cases.
For enterprises, taking advantage of these tools is essential to future-proofing and maximizing their organization’s capabilities. As companies focus on optimizing their content supply chain, new roles that leverage tools like AI and machine learning (ML) are emerging to streamline workflows.
In this blog, we’ll discuss some AI-focused roles businesses should consider hiring to take their content supply chain to the next level.
Building the Content Supply Chain Foundation
Like traditional supply chains, content supply chains are undergoing transformations aided by the introduction of modern technologies. However, before businesses can think about integrating new roles and technologies, the content supply chain should already be supported by a strong foundation with key personnel in the following roles:
- Content Strategists: Content strategists define the main content strategy and ensure it maps back to the organization’s goals. They identify the target audience, messaging, and distribution channels, setting the direction for the entire content supply chain.
- Content Creators: Content creators are the writers, videographers, and others who create the content. They are responsible for executing the content strategy and producing engaging content that appeals to the audience.
- Editors: Editors review and optimize the created content, ensuring it is error-free and maintains the brand voice and any relevant style guidelines. They ensure that content is of the highest quality and clarity before being published to the audience.
- Content Managers: Content managers ensure that content is properly organized and distributed. They maintain the content schedule and velocity and ensure that content aligns with the established strategy.
- Analysts: Content analysts measure content performance by tracking metrics such as engagement and conversions. They provide insights so that other members of the content team will know the effectiveness of the content strategy.
- Graphic Designers: Designers create all visual assets, graphics, and layouts that accompany and enhance content.
- Supporting Roles: Social media and email marketing specialists, developers who handle the more technical aspects such as building frontend experiences where content lives, and subject matter experts (SMEs) who can provide industry-focused insights and validate content created by AI are also invaluable in a modern content supply chain.
Modern Roles for Optimizing the Content Supply Chain
Infusing artificial intelligence into the content supply chain can help optimize and transform how content is produced, personalized, and delivered to audiences. However, having the right specialized roles is essential to harness their full potential.
AI/ML Prompt Engineers
AI/ML prompt engineers are tasked with creating the prompts of well-optimized text to communicate with large language models and technologies. Since introducing AI into the mainstream, the prompt engineer job has seen increased interest, with Time Magazine labeling it as the six-figure job of the present and future.
However, Harvard Business Review has highlighted that with advancements in artificial intelligence, the role of the prompt engineer may be fleeting and instead evolve to become one focused on problem formulation. The problems given to AI to solve will need to be properly formulated before any prompts can be written that produce a viable answer.
Companies will rely on personnel to do both in the context of the content supply chain, depending on which AI tools they adopt. Prompt engineers will be needed to translate business problems and content challenges into a format that AI tools can understand so that responses align with the organization’s goals and content strategy.
AI/ML Signal Engineer
AI/ML signal engineers build AI models and algorithms to assess content performance, processes, and workflows. By measuring sentiment analysis, user behavior, and key engagement metrics, they can leverage AI to detect changes in audience preferences and determine whether the content supply chain is appropriately optimized.
Every component within the content supply chain produces relevant data, and the personnel handling content operations must be able to use this information to meet organizational goals. With the help of AI/ML signal engineers, content teams can gather insights more quickly, allowing them to adapt to changes and anticipate potential issues in the content supply chain before they occur.
AI-Assisted Content Creators
AI-assisted content creators work alongside AI solutions to produce content more efficiently and effectively. For enterprise companies, AI-infused writing tools, including Jasper, ChatGPT, Grammarly, and others, can help increase productivity, with 47% of content marketers using generative AI to help brainstorm new topics. Additionally, image generation tools such as Midjourney and DALL-E are available to generate new images from text-based prompts.
The ability to leverage AI in existing roles continues to grow in necessity as content management systems integrate the technology into their platforms. For example, Adobe introduced Adobe Sensei, which teams can use to predict customer behavior and improve personalization.
Meanwhile, Contentful users can use the AI Content Generator App to create new content quickly, translate content into multiple languages, and more. Content teams with personnel capable of using these tools to their maximum will be able to accelerate time to market and scale as needed.
Supporting Content Supply Chain Optimization
Companies that want to optimize their content supply chains with new roles and technologies shouldn’t simply jump into using them. Instead, it’s vital to assess the current business capabilities, goals, and roadmap for the future to ensure any new initiatives align with the company’s overarching strategy and can deliver long-term value.
Content Bloom can provide the expert support businesses need to accomplish this and complete other tasks to optimize the content supply chain. Our expertise in content management and digital marketing initiatives can help enterprises deliver experiences that keep their customers engaged and returning for more.
Contact us today to get help optimizing the content supply chain.
What is the role of AI in the content supply chain?
AI can help content teams to increase their speed, effectiveness, and productivity by accelerating content creation and analysis. This might include performing initial research and brainstorming tasks, discovering or creating supporting images, writing first drafts, identifying new patterns in customer behavior, or advising on additional strategies to improve content performance.
How can AI improve the content supply chain?
AI can improve the content supply chain by automating repetitive tasks or gathering insights. For example, content teams can use AI tools to quickly proofread the new copy for a website and then translate that copy into five other languages for publication on regional brand websites.
What are the negative effects of AI in content supply chain operations?
The potential negative effects of AI in content supply chain operations are:
- Companies may become overly reliant on AI to perform their job functions, thus losing out on the creativity and knowledge of humans working alongside these tools.
- AI tools may harbor biased responses that may be seen as discriminatory to the target audience.
- Without the proper regulations and oversight, AI can cause privacy concerns for the target audience, using data in content that should not be made public.
- Feeding sensitive data or secrets to AI might pose a risk as the AI can use it for future content. As such, companies need strict guidelines for using these tools.
What other roles adjacent to the content supply chain can AI help with?
Aside from the content-focused roles such as creators, editors, and designers, AI can assist adjacent departments such as software engineering and research. For example, developers can use tools like GitHub Copilot to get code suggestions and speed up some tasks.
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