Streamlining Sage Publishing's Content Strategy

The Need for Efficiency

Behind the scenes, Sage Publishing tackled the challenge of creating and translating content for its diverse portfolio. As a global publisher, it’s crucial for Sage to develop educational materials in the native languages of its audience. The process was not only time-consuming but also costly. 

Shellie Johnson, Senior Director of Global Marketing Operations at Sage says it best “We needed an interface that could not only power content creation at scale, but be incredibly organized and allow our teams to work together and share content.” 

Transforming Content Generation and Translation with Jasper

Shellie is responsible for managing the martech stack and operations for Sage’s global marketing team with multiple divisions. Selecting and creating governance around AI tools is complex and requires input from multiple stakeholders, so Sage established a Generative AI Council. This council was tasked with ensuring all tools could guarantee ethical, legal, and secure use of AI. 

As a committee member, Shellie was able to showcase Jasper's versatile functionalities applicable across the organization. Several successful use cases have been identified beyond the marketing teams as a result.

Offering well-structured templates, a knowledge base where teams could host brand context, and an organized interface with role-based permissions, the platform made it easy for teams to collaborate and create high-quality content. Shellie helped coordinate Jasper’s adoption across Sage’s marketing org by creating a Community of Practice Teams channel. Members are encouraged to post inquiries, knowledge share, and log Jasper use cases like campaigns, emails, digital ads, and webinars.

AI in Action

After a successful pilot, the results “made it easy to put our proposal forward to go with Jasper across all of our marketing divisions.”

What truly drew the teams in was the ability to tailor the copilot to each team member’s role:

• The marketing communications team was responsible for developing copy for more than 100 new textbooks every year. The team used Jasper to simplify their content creation process. Just by inputting the title, author, and preface into Jasper, they created draft descriptions in seconds. This reduced time spent on content drafting by 99% and allowed the team to zero in on strategic tasks.
• Teams responsible for localization were now empowered to bring translations in-house. Jasper’s capabilities eliminated the need for outsourcing translations, expanding Sage Publishing's reach to APAC regions. Plus, with Jasper, there was no longer a need for external copywriters for back book covers, reducing marketing spend by 50%. 
• On the editorial side, the use of Jasper has led to high consistency, accuracy, and overall enhanced content quality. Human reviewers on Sage’s communications teams can reinvest their time in polishing content, resulting in more engaging and effective materials.

Looking Ahead at AI-Powered Creativity

Sage Publishing’s VP of Social Science Innovation sees AI “as a powerful tool to augment human creativity. It allows us to work on more meaningful tasks and helps us think better. There seem to be many obvious opportunities for improving processes in publishing using AI for editing, proofing, and creating content. That will allow our authors to focus their creativity, talent, and energy on the core ideas of their work.“

The philosophy is simple: let humans concentrate on the heart of the idea and content, and let Jasper handle the repetitive and time-consuming tasks. Sage's journey with Jasper is a testament to using AI to improve your marketing impact and fuel success.