For marketers and communicators of all types, the digital economy is driving an insatiable demand for content. The pressure has become so intense that some employees have resorted to creating "rogue" content that can threaten companies' reputations and customers' experiences.

What you need to know: While creative and core marketing teams are feeling the brunt of the skyrocketing demand for content, they're not alone.

• For business pros in distributed marketing, social media, sales, internal communications, HR, and other departments, effective content is an essential part of their jobs.
• However, they rarely have dedicated creative resources to produce it and content budgets can be limited — or non-existent.

The challenge: When exploding demand meets time and resource barriers, motivated employees get resourceful, creating "rogue" content — content that doesn't meet their companies' guidelines or creative standards — just to get their jobs done.

• The tools they use are often adopted outside of their organizations' software acquisition, content creation or governance processes, introducing other risks.

What this means: For brand and IT leaders, this "content chaos" leaves them with little or no oversight into what's being created and threatens legal and reputational headaches.

The proof: To better understand the pressures these teams are under and what leaders are most worried about, Adobe Express recently surveyed 250 marketing leaders at large U.S. companies.

• Nearly every large organization (99%) is producing more content (across marketing, sales, HR, communications and other departments) than they were two years ago and the vast majority (96%) expect demand to rise even higher this year.
• 77% of teams in large organizations are struggling to meet the rising demand for content.

The impact: Marketing leaders are concerned that "rogue content" can impact business outcomes. Their top concerns include:

1. Damaging brand reputation and integrity.
2. Putting revenue at risk, by making marketing and sales efforts less effective.
3. Damaging the customer experience and confusing customers.
4. Introducing legal risks from AI models that aren't commercially safe, including infringing on others' IP.
5. Introducing legal risks from unapproved messaging or promises.

Most marketing leaders (55%) say their companies have already suffered negative outcomes as a result of "rogue content" — including tarnished reputations, less effective marketing and sales efforts and even legal action and damaged customer relationships.

• The solution: Companies can address the problem of rogue content by providing employees with tools like Adobe Express, which enables more people to easily create on-brand content while providing brand and technology leaders with peace of mind.

Take note: Adobe Express allows design team members to provide approved graphics, logos, colors, templates and other assets that anyone in the company can use to create content that stays within the brand style and guidelines.

• The platform integrates with professional creative tools like Photoshop and Illustrator and includes thousands of customizable templates and millions of pro assets like fonts, photos, music and video clips — so even non-designers can create standout assets.
• Features like text animation, auto-resizing for socials, and a mobile app make it simple to design, schedule and publish content.
• Brand controls and tools powered by commercially safe AI support brand integrity.

The takeaway: From a regional marketer charged with localizing and launching a full campaign to a sales rep who needs to customize a deck for a next-day meeting, anyone in an organization can use Adobe Express to create the content they need easily, quickly and on brand.

Learn more.