The Age of Content

Many thanks to the DMLA for letting us post this recap of the Keynote from the recent DMLA conference with Scott Braut, Adobe’s new Head of Content for Digital Media.

Content with impact.
Scott Braut’s message is that we now “Live in the World of digital experiences “ and this is the “Age of Content”!

2015-DMLA-Santa-012-150x150He has been in the industry for 20 years involved with visual content, technology and licensing and worked previously with Associated Press and Shutterstock and his new role is to grow the collection whilst supporting the artists who create the content.

Publishing communicates visually – internet is a dialogue driven by visual content. There is appreciation for quality, and consumers are looking for compelling and engaging content. He sees the future is not in how many views or hits you get, it’s now about action – what action does your content inspire?

Photographers are story tellers who have power to define our experiences, but “A good experience isn’t good enough. Our experiences must be great they must work flawlessly as well as beautifully. They must inspire us they must transport us and transform us.”

Scott describes Adobe’s mission as providing the means “to move the web forward and give web designers and developers the best tools and services in the world.” Having recently launched Adobe Stock with 40 million Fotolia images, they have produced the first stock content service to be integrated directly into the content creation process and the tools creatives use daily, thus becoming both a standalone marketplace and part of its creative service.

Scott spoke about the relationship between content and the creative tools and Jenn Tardiff gave an exciting demonstration of how Creative Cloud and Creative Sync support creatives in their work flow using different platforms. With pressure to deliver creative ideas and content faster than ever, synced tools and content make it possible to work across multiple devices to suit people’s busy working life on the go, at work or at home, allowing for collaboration and sharing.

A few statistics:

26% of marketers create 6 or more pieces of content per week

69% of these believe original content is more effective than licensed syndicated content
75% say they work across multiple mediums
80% recognise the need to learn new skills and tools
Creative Cloud has over 2000 desktop apps and 10 mobile apps
10million individuals and groups are working with Creative Cloud
Quoting Bryan Alvey, designer and entrepreneur, Scott says that the big change is that “The revolution occurred because the audience is now in charge”, and we can no longer control the audience, we have to engage and inspire them.

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Adobe Stock – https://stock.adobe.com

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