Adobe gets real (or fake) about content marketing

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Adobe gets real (or fake) about content marketing

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Presentation from Traction and Adobe on 3 shifts content marketing have had on how Adobe approaches marketing. Originally presented at the 2013 iMedia Brand Summit.

Presentation from Traction and Adobe on 3 shifts content marketing have had on how Adobe approaches marketing. Originally presented at the 2013 iMedia Brand Summit.

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  • 1. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Julie Smith (@jasmith323) | Group Manager, Education Marketing Adobe gets real (or fake) about content marketing Adam Kleinberg (@adamkleinberg) | CEO, Traction
  • 2. 2 3 ways Adobe got real about content marketing
  • 3. #1 Awareness to Engagement
  • 4. Adobe and Students
  • 5. 5 Embrace reality (carefully).
  • 6. 66
  • 7. 77 FAKE
  • 8. 8
  • 9. 9 REAL
  • 10. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10 Engagement at every level
  • 11. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11
  • 12. #2. Campaign to Platform
  • 13. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13 Wear Your Heart on Your T.
  • 14. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14 30% shared
  • 15. #3. Conversation to Conversion
  • 16. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16
  • 17. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17
  • 18. 18 Content helps you tell stories. Social content helps your customers tell them.
  • 19. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19 Adam Kleinberg Traction www.tractionco.com @adamkleinberg Julie Smith Adobe www.adobe.com @jasmith323 Thanks. 2013 SMALL AGENCY OF THE YEAR WEST REGION, SILVER