The new customer experience is tailored to offer value that it's worth audiences' attention and loyalty. Beyond solutions, customers want to be surprised and immersed. Whereas technology plays a major role in that sense by pushing brands' perspectives, innovative strategies share a basic yet challenging marketing asset: content. Quality, engaging and relevant content — that keeps audiences scrolling and is reshaping the creator economy. While innovation leads the new customer experience, content is the true ground of innovation in the era of attention economy.