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.

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Adobe gets real (or fake) about content marketing

  1. 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. 2 3 ways Adobe got real about content marketing
  3. 3. #1 Awareness to Engagement
  4. 4. Adobe and Students
  5. 5. 5 Embrace reality (carefully).
  6. 6. 66
  7. 7. 77 FAKE
  8. 8. 8
  9. 9. 9 REAL
  10. 10. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10 Engagement at every level
  11. 11. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11
  12. 12. #2. Campaign to Platform
  13. 13. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13 Wear Your Heart on Your T.
  14. 14. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14 30% shared
  15. 15. #3. Conversation to Conversion
  16. 16. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16
  17. 17. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17
  18. 18. 18 Content helps you tell stories. Social content helps your customers tell them.
  19. 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

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