How to deliver content at scale: The power of AI, atomic content, and Content Hub

In a world oversaturated with content, delivering personalized, meaningful experiences has never been more challenging... or more critical.  

Our inboxes are constantly full, social feeds seem endless, and every app is vying for our attention. The stakes for brands are high: engage your audience with something relevant and valuable, or risk being ignored, unfollowed, or unsubscribed from in seconds. 

It’s no surprise that 97% of global marketing leaders say publishing personalized content faster and more cost-effectively is a top priority. Yet only 6% of decision-makers feel their company has a strong data, AI, and content strategy in place to make it happen. 

Most brands aren’t struggling to see the value of personalization—they’re struggling to deliver it. Legacy content management systems and fragmented content creation processes make it difficult to scale and adapt to customer needs in real-time. 

Delivering truly personalized content at scale starts with rethinking how content is created and managed. That’s where the trifecta of atomic content, a digital asset management (DAM) tool, and AI can be a game changer.

What is atomic content? 

All known matter in the universe can be broken down into atoms.  

Similarly, “atomic content” involves breaking down content into smaller, modular, and reusable components. Instead of creating one-off pieces of content, brands can develop flexible content blocks—like headlines, images, product descriptions, and calls to action—that can be dynamically assembled and personalized based on customer data and engagement patterns.  

This approach transforms content creation from a rigid, one-size-fits-all process into a dynamic, adaptable strategy. Atomic content makes it easier to maintain brand consistency across every touchpoint while also increasing the speed and flexibility needed to respond to market changes.  

It’s the difference between manually creating dozens of individualized pieces of content and building a scalable system that adjusts content in real-time based on user behavior. 

That’s where Sitecore Content Hub, combined with atomic content and AI, can change the game. 
 

Pairing an atomic content methodology with Sitecore Content Hub 

But atomic content alone isn’t enough.  

Without a system to store, organize, and retrieve these modular content pieces efficiently, even the smartest content strategy can fall apart. That’s where a well-integrated Digital Asset Management (DAM) system becomes essential. 

Sitecore Content Hub functions as a centralized DAM, storing your content in its atomic parts and making it easy to assemble and distribute those components across all your customer-facing platforms.

It allows brands to maintain consistency and quality while scaling content production to meet the growing demand for personalized experiences. 

For example, a product description stored as an atomic component in Content Hub can be updated once and automatically reflected across your website, email campaigns, and social media channels. That level of efficiency eliminates duplication of effort and ensures that every customer touchpoint reflects the latest, most accurate information. 

So where does AI come into play? 

AI functions as the connective tissue between your modular content pieces and the final presentation of your content.

In combination with AI-driven logic and predictive analytics, you can use Sitecore Content Hub to determine which content components to pull based on user behavior, preferences, and context. It allows brands to deliver the right message, in the right format, through the right channel—without a lot of manual work. 

If a user frequently engages with content related to a specific product category, AI can automatically assemble a personalized email or landing page using relevant atomic components. The AI-driven logic ensures that content is not only accurate but also contextually relevant, increasing engagement and conversion rates. 

AI also accelerates the production cycle by analyzing content performance and optimizing delivery over time. If a particular headline or call to action consistently underperforms, the system can adjust and test new combinations to improve results.

This feedback loop ensures that content is always evolving to meet customer needs more effectively. 

Sitecore Content Hub in action 

Horizontal Digital has helped brands unlock the full potential of Sitecore Content Hub by aligning technology and content strategy. For example, we partnered with Advisory Board to streamline content creation and improve customer engagement. By centralizing their content operations and implementing atomic content strategies, they achieved: 

• 67% increase in web traffic 
  
  
• 31% more page views 
  
  
• 57% more user interactions 
  
  

These results reflect the power of a unified content strategy powered by Sitecore Content Hub’s AI and modular content capabilities. 

Why Horizontal Digital? 

As one of a small handful of Sitecore partners certified in all aspects of Content Hub, Horizontal Digital brings both the technical expertise and strategic insight needed to unlock the full value of atomic content and AI. We work closely with clients to: 

• Identify the right Content Hub components to fit their business needs 
  
  
• Streamline content workflows and governance 
  
  
• Configure AI-driven personalization strategies 
  
  
• Ensure seamless integration with existing infrastructure 
  
  

Delivering personalized, experience-forward content at scale isn’t easy—but with Sitecore Content Hub and the right strategic partner, it’s absolutely achievable. When technology and strategy work hand in hand, the result is content that not only engages—but drives business growth. 

You may already have a DAM but is it well-integrated? And does it have the features you’ll need for long-term success? Let’s talk about how you can get the most out of your technology and content strategy.