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The Rise of Content Marketing

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Webvisions Portland 2013 presentation on Content Marketing.

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The Rise of Content Marketing

  1. 1. © 2013 Adobe Systems Incorporated. All Rights Reserved.© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Anoop Sahgal | Industry Strategy & MarketingThe Rise of Content Marketing@anoop_sahgal
  2. 2. © 2013 Adobe Systems Incorporated. All Rights Reserved.Video: Adobe Brand Anthem2
  3. 3. © 2013 Adobe Systems Incorporated. All Rights Reserved.Agenda3§  What is Content Marketing?§  Content Marketing Trends§  Examples§  Tips and Takeaways
  4. 4. © 2013 Adobe Systems Incorporated. All Rights Reserved.Content marketing involves creating and curating unique,relevant, and compelling materials that position a company asa genuine industry expert or brand deserving of loyalty.4Creating customer-centric content
  5. 5. © 2013 Adobe Systems Incorporated. All Rights Reserved. 5The CUSTOMER JOURNEY is not what is used to be, but it’s whatmatters.
  6. 6. © 2013 Adobe Systems Incorporated. All Rights Reserved.Trends6This is the part of the presentation where we geek out on statsto prove my point…..
  7. 7. © 2013 Adobe Systems Incorporated. All Rights Reserved.Lead Generation7Source: eMarketer, “B2B Content Marketers Prioritize Lead Gen”, Oct. 2012.§  B2B marketers often turn to contentmarketing for lead generation andprospect nurture throughout thelengthy sales process.§  A growing number of worldwide B2Btechnology marketers are turning tocontent marketing for more brand-basedgoals, namely boosting thoughtleadership and brand awareness
  8. 8. © 2013 Adobe Systems Incorporated. All Rights Reserved.Content Creation8Source: eMarketer, retrieved Mar. 2013.
  9. 9. © 2013 Adobe Systems Incorporated. All Rights Reserved.Buying Process of Tech Purchases9Source: eMarketer, retrieved Mar. 2013.
  10. 10. © 2013 Adobe Systems Incorporated. All Rights Reserved.86 percent of B2C companies and 92 percent of B2Bcompanies now use content marketing.10More than two dozen types of content used: case studies, webinars,research reports, mobile apps, infographics, podcasts and events, as well asnewsletters and books .Marketers answering the survey allot between 28 percent and33 percent of their budgets to content marketing, and morethan half will spend more next year.86% 92%B2C28-33%50+%B2B
  11. 11. © 2013 Adobe Systems Incorporated. All Rights Reserved.And even more stats…..11§  9 out of 10 organizations market withcontent marketing.§  On average, B2B marketers employeight different content marketing tacticto achieve their goals.§  Marketers, on average, spend overa quarter of their marketing budgeton content marketingSource: Content Marketing Institute
  12. 12. © 2013 Adobe Systems Incorporated. All Rights Reserved. 12Marketing USED TO BE LIKE THIS…
  13. 13. © 2013 Adobe Systems Incorporated. All Rights Reserved. 13NOW, Marketing is viewed as morestrategic, but you don’t control thecontent anymore
  14. 14. © 2013 Adobe Systems Incorporated. All Rights Reserved. 14
  15. 15. © 2013 Adobe Systems Incorporated. All Rights Reserved. 15EXAMPLES
  16. 16. © 2013 Adobe Systems Incorporated. All Rights Reserved. 16
  17. 17. © 2013 Adobe Systems Incorporated. All Rights Reserved.Corporate Responsibility and Community Examples
  18. 18. © 2013 Adobe Systems Incorporated. All Rights Reserved. 18OK…but what about the ROI?
  19. 19. © 2013 Adobe Systems Incorporated. All Rights Reserved.© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19Creating customer-centric content© 2013 Adobe Systems Incorporated. All Rights Reserved.Tips and Takeaways
  20. 20. © 2013 Adobe Systems Incorporated. All Rights Reserved.Tips and TakeawaysImpact across the organization
  21. 21. © 2013 Adobe Systems Incorporated. All Rights Reserved.Impact Across The Organization
  22. 22. © 2013 Adobe Systems Incorporated. All Rights Reserved.Anoop Sahgalasahgal@adobe.comTwitter: @anoop_sahgalSign up for the newsletter

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