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Building a content marketing powerhouse - Adobe Summit 2017 Las Vegas

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Building a content marketing powerhouse

Peter Krmpotic - Group Product Manager, Adobe
Andy Betts - Executive and CMO Advisor - VP of Content and Communications, Executive and CMO Advisor

Learn what you need to know about content marketing and how it is revolutionizing not only the marketing department but the entire organization. With the explosion of marketing channels and the customers' growing demand for personalized content, marketers face an increasingly complex challenge of delivering personalized and contextually relevant experiences across the customer journey.

This session focus on:
What is content marketing and how can your customers benefit from it
Tips and tricks on ways to overcome today's challenges around people, processes, and technology
What an ideal solution looks like
This session is for all content marketers regardless of industry.

Published in: Marketing
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Building a content marketing powerhouse - Adobe Summit 2017 Las Vegas

  1. 1. Adobe Summit | The Digital Marketing Conference March 19-23, 2017, Las Vegas
  2. 2. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. S4011 – Building a content marketing powerhouse Peter Krmpotic – Group Product Manager, AEM Integrations & Content Marketing Andy Betts – The Content Marketing Evangelist
  3. 3. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
  4. 4. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. MVP = Minimum Viable Product 5
  5. 5. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6 Minimum Viable Product Approach Classic Approach
  6. 6. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. How does this relate to Content Marketing? 7
  7. 7. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Strategy Planning Creation Marketer Marketing Operations Creatives Delivery Channel Practitioners End-to-End Content Marketing Process
  8. 8. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9 Connect the Dots
  9. 9. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10 Align with fundamentally changed customer behavior Measure across the entire process Tell a complete story with your content
  10. 10. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11 Peter Krmpotic Group Product Manager, Adobe @PeterKrmpotic Andy Betts The Content Marketing Evangelist @AndyBetts1
  11. 11. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12 1 | Welcome and Overview 2 | What is the opportunity around Content Marketing? 3 | What are the main challenges? 4 | How to build a Content Marketing Powerhouse? 5 | Q&A
  12. 12. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Increase in content marketing budgets YoY for last 10 years By 2019, the content marketing industry is projected to be worth more than $313billion More than doubling in value in just 5 short years. 13 Content Marketing is Booming
  13. 13. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14 Content Marketing means different things to different people
  14. 14. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Awareness Consideration Moment of Purchase Loyalty = Your Brand Classic Consumer Journey
  15. 15. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16 10 hours researching the purchase of a new car 4 hours shopping for computers 2 hours deciding what TV to buy 41% of US employees spend 15 minutes or less researching their benefit option
  16. 16. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17 Digital Revolution: Shift in Consumer Behavior
  17. 17. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Awareness Consideration Moment of Purchase Loyalty = Your Brand Classic Consumer Journey
  18. 18. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Awareness Consideration Moment of Purchase Loyalty = Your Brand = Competing Brand Digital Consumer Journey
  19. 19. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. “Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action” Adobe Summit 2017 (source: Content Marketing Institute))
  20. 20. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Pull & Push Awareness Push Awareness Consumer-DrivenHybridBrand-Driven 1 32 Pull End-2-End Different Categories of Content Marketing
  21. 21. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  22. 22. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Digital revolution has changed how brands and consumers interact Emergence of consumer-driven campaigns, which require brands to create content more effectively and more efficiently Little or no difference between B2B and B2C, yet big differences between products
  23. 23. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 24 1 | Welcome and Overview 2 | What is the opportunity around Content Marketing? 3 | What are the main challenges? 4 | How to build a Content Marketing Powerhouse? 5 | Q&A
  24. 24. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 25 Before we start…. The Content Marketing Conundrum
  25. 25. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 26
  26. 26. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Content Marketing is at a Crossroad Adobe Summit 2017
  27. 27. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Over $135 billion yearly spend on Content Marketing Adobe Summit 2017
  28. 28. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Only 50% of B2B content is engaged with Only 20% of B2C content is engaged with Adobe Summit 2017
  29. 29. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Less than 30% of marketers can measure content marketing ROI Adobe Summit 2017
  30. 30. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 31 “Today, we see marketing leaders reining in a portion of their content marketing spending until they can reliably measure its performance, point to business impact and achieve the scale and control currently afforded by paid media.” Jake Sorofman, Research Director, Gartner Source – Gartner for Marketing Leaders Blog
  31. 31. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  32. 32. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Strategy Planning Creation Marketer Marketing Operations Creatives Delivery Channel Practitioners Complexity End-to-End Content Marketing Process
  33. 33. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 34 Strategy
  34. 34. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 35 Content Strategy: Only 40% of B2C and 37% of B2B organizations currently have a documented strategy in place Content Marketing Challenges Adobe Summit 2017
  35. 35. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 36 Content Measurement: Many marketers still find it difficult to tie in data that both fuels AND supports digital content strategy Content Marketing Challenges Adobe Summit 2017
  36. 36. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. IS NOT A CONTENT STRATEGY 37
  37. 37. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 38 Video: Marketers Strategic Challenges 2017
  38. 38. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 39
  39. 39. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Strategy Planning Creation Marketer Marketing Operations Creatives Delivery Channel Practitioners End-to-End Content Marketing Process
  40. 40. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 41 Planning
  41. 41. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 42 Content Planning: It takes between 4 and 6 months to prepare, review, and approve new content marketing initiatives Content Marketing Challenges Adobe Summit 2017
  42. 42. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 43 Content Collaboration: is still very PowerPoint and Excel heavy and marketers get confused on what technology they use to support and streamline content marketing process Content Marketing Challenges Adobe Summit 2017
  43. 43. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Strategy Planning Creation Marketer Marketing Operations Creatives Delivery Channel Practitioners End-to-End Content Marketing Process
  44. 44. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 45 Creation
  45. 45. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 46 Slow Content Creation: Production is centralized among a small teams of designers and writers tasked with creating increasing amounts of content for hundreds of marketers. Content Marketing Challenges Adobe Summit 2017
  46. 46. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 47 Content Collaboration: is still very PowerPoint and Excel heavy and marketers get confused on what technology they use to support and streamline content marketing process Content Marketing Challenges Adobe Summit 2017
  47. 47. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 48 Content Overhead: On average, up to 12 different user types can be involved in the creation of content from planning to execution, multiple handoffs of information and multiple approvals Content Marketing Challenges Adobe Summit 2017
  48. 48. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 49 Productivity: 70 – 90 hours of work to create one piece of content (dependent on channel) across all stages. Content Marketing Challenges Adobe Summit 2017
  49. 49. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 50 Content Optimization: Content is not optimized based on user intent at the point of creation. Content Marketing Challenges Adobe Summit 2017
  50. 50. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 51 Time to Market: from 5 to 8 weeks to get content to market depending on the channel, initial planning involved, creation time and localization needed Content Marketing Challenges Adobe Summit 2017
  51. 51. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 52 Content Creation & Utilization - Asset reuse: minimal reuse (5% or less) of creative assets (images, videos, copy) once created. Content Marketing Challenges Adobe Summit 2017
  52. 52. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Strategy Planning Creation Marketer Marketing Operations Creatives Delivery Channel Practitioners End-to-End Content Marketing Process
  53. 53. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 54 Delivery
  54. 54. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Creation Assembly Measurement Marketer Author Optimization OptimizerAnalyst Delivery Delivery
  55. 55. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 56 Content Delivery: People upstream are not properly updated and the approval and review process becomes the bottleneck. Content Marketing Challenges Adobe Summit 2017
  56. 56. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 57 Content Optimization: Content is either not found, does not resonate or does not convert. Content Marketing Challenges Adobe Summit 2017
  57. 57. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 58 Content Measurement: Many marketers still find it difficult to tie in data that both fuels AND supports digital content strategy Content Marketing Challenges Adobe Summit 2017
  58. 58. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 59 Content Publishing: Lack of publishing agility where marketers choose to rent versus own. Content Marketing Challenges Adobe Summit 2017
  59. 59. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Inefficient Content Strategy Inefficient Content Marketing Operations Inefficient Content Delivery
  60. 60. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  61. 61. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 62
  62. 62. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Objectively Driven Process Orientated Measureable Audience (Data) Centric Strategy Production Creation OptimizationDelivery Measurement Collaboration Planning
  63. 63. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 64 Video: How Kraft Does Content Marketing
  64. 64. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 65
  65. 65. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 66 1 | Welcome and Overview 2 | What is the opportunity around Content Marketing? 3 | What are the main challenges? 4 | How to build a Content Marketing Powerhouse? 5 | Q&A
  66. 66. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Strategy Planning Creation Marketer Marketing Operations Creatives Delivery Channel Practitioners Complexity End-to-End Content Marketing Process
  67. 67. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. A1 A2 B2B1 B3 C1 C2 D1 D2 D3 • Content Suggestions • Competitive Insights • Compliance • Prior Performance • Offers 80 % Awareness Consideration Purchase Loyalty Objective: improve metric “heads in beds” for Brazil during summer Target Audience: middle-income couples from the US • perfect getaway locations summer 2017 • private beaches in Rio • Ipanema hotel details page Content Journey = Campaign Brief 2.0
  68. 68. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Strategy Planning Creation Marketer Marketing Operations Creatives Delivery Channel Practitioners Complexity End-to-End Content Marketing Process
  69. 69. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Collaboration between Marketers, Creatives, and Channel Teams 70 Producer Project Manager Creative Creative TeamMarketing Ops Team Team Manager Project Manager Team Manager 1 2 3 4 5 6 3 7 8 1. Needs calendar view for project planning 2. Needs the ability to assign project to other teams 3. Approval/Review Process with Request Owner 1. Needs calendar view for project planning 2. Needs the ability to assign project to other teams 1. Needs to see workload for each team member 2. Approval/Review Process 1. Needs to see list of tasks 2. Approval/Review Process 1. Needs to see list of tasks 2. Approval/Review Process 1. Needs to see workload for each team member 2. Approval/Review Process 1. Centralized Interface 2. Feature with high adoption
  70. 70. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Content Strategy Content Planning Content Creation Content Strategist Content Planner Content Creator Content Assembly Channel Practitioner Manager/Executive Interactions between Personas
  71. 71. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Content Strategy Content Strategist Content Planner Content Planning Manager/Executive Request Content Creation for Content Journeys Send Status Updates on Production Status Project Manager API Interactions between Personas
  72. 72. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Content Strategy Content Planning Content Creation Content Strategist Content Planner Content Creator Interactions between Personas Content Assembly Channel Practitioner Manager/Executive
  73. 73. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Content Strategy Content Strategist Content Writers Interactions between Personas Content Creation Manager/Executive Request Feedback Provide Feedback Designers Content Curators API
  74. 74. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Content Strategy Content Planning Content Creation Content Strategist Content Planner Content Creator Interactions between Personas Content Assembly Channel Practitioner Manager/Executive
  75. 75. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Content Strategy Content Strategist Content Assemblers Content Assembly Manager/Executive Request Feedback Provide Feedback API Interactions between Personas
  76. 76. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Reporting + Dashboards + Insights Mobile Social Rich Media Editorial UGC Email Web Assembly Measurement OptimiziationStrategy Planning Content Creation End-to-End Content Marketing Process
  77. 77. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Functional Area Capability Strategy Content Journeys Reporting (incl. Calendar) Planning Concierge Desk Basic Project Management Content Production Calendar Collaboration Editorial Workflows Creative Workflows UGC Workflows DAM Delivery Omni-Channel Distribution Content Marketing Powerhouse Checklist
  78. 78. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.  Assess your current setup  Identify gaps in your current setup  Implement necessary adjustments 79 Perform a Content Marketing Checkup!
  79. 79. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 80 1 | Welcome and Overview 2 | What is the opportunity around Content Marketing? 3 | What are the main challenges? 4 | How to build a Content Marketing Powerhouse? 5 | Q&A
  80. 80. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The Culture of Content: 9 Steps to Content Marketing Excellence 81 https://adobe.ly/AEMSummit17
  81. 81. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Take the Survey to win! Survey section of the mobile app $10 Starbucks Card SESSION PRIZE (one per session) DAILY PRIZE (one per day) FUJIFILM X-T10
  82. 82. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 83 Peter Krmpotic krmpotic@adobe Twitter: @PeterKrmpotic LinkedIn: /peterkrmpotic Q&A Andy Betts andybetts.betts@gmail.com Twitter: @AndyBetts1 LinkedIn: /bettsandy

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