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.

1. Adobe Summit | The Digital Marketing
Conference
March 19-23, 2017, Las Vegas

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S4011 – Building a content marketing powerhouse
Peter Krmpotic – Group Product Manager, AEM Integrations & Content Marketing
Andy Betts – The Content Marketing Evangelist

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MVP = Minimum Viable Product
5

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Minimum Viable Product Approach
Classic Approach

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How does this relate to
Content Marketing?
7

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Strategy Planning Creation
Marketer Marketing Operations Creatives
Delivery
Channel Practitioners
End-to-End Content Marketing Process

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Connect the Dots

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Align with
fundamentally
changed customer
behavior
Measure across
the entire process
Tell a complete
story with your
content

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Peter Krmpotic
Group Product Manager, Adobe
@PeterKrmpotic
Andy Betts
The Content Marketing Evangelist
@AndyBetts1

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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

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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

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Content Marketing means different things to different people

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Awareness Consideration Moment of Purchase Loyalty
= Your Brand
Classic Consumer Journey

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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

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Digital Revolution:
Shift in Consumer Behavior

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Awareness Consideration Moment of Purchase Loyalty
= Your Brand
Classic Consumer Journey

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Awareness Consideration Moment of Purchase Loyalty
= Your Brand
= Competing Brand
Digital Consumer Journey

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“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))

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Pull & Push
Awareness
Push
Awareness
Consumer-DrivenHybridBrand-Driven
1 32
Pull
End-2-End
Different Categories of Content Marketing

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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

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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

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Before we start….
The Content Marketing Conundrum

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Content Marketing is at a Crossroad
Adobe Summit 2017

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Over $135 billion yearly spend on
Content Marketing
Adobe Summit 2017

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Only 50% of B2B content is engaged
with
Only 20% of B2C content is engaged
with
Adobe Summit 2017

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Less than 30% of marketers can
measure content marketing ROI
Adobe Summit 2017

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“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

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Strategy Planning Creation
Marketer Marketing Operations Creatives
Delivery
Channel Practitioners
Complexity
End-to-End Content Marketing Process

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Strategy

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Content Strategy: Only 40% of B2C and
37% of B2B organizations currently
have a documented strategy in place
Content Marketing Challenges
Adobe Summit 2017

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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

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IS NOT A CONTENT
STRATEGY
37

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Video: Marketers Strategic Challenges 2017

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Strategy Planning Creation
Marketer Marketing Operations Creatives
Delivery
Channel Practitioners
End-to-End Content Marketing Process

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Planning

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Content Planning: It takes between 4
and 6 months to prepare, review, and
approve new content marketing
initiatives
Content Marketing Challenges
Adobe Summit 2017

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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

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Strategy Planning Creation
Marketer Marketing Operations Creatives
Delivery
Channel Practitioners
End-to-End Content Marketing Process

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Creation

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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

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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

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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

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Productivity: 70 – 90 hours of work to
create one piece of content (dependent
on channel) across all stages.
Content Marketing Challenges
Adobe Summit 2017

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Content Optimization: Content is not
optimized based on user intent at the
point of creation.
Content Marketing Challenges
Adobe Summit 2017

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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

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Content Creation & Utilization - Asset
reuse: minimal reuse (5% or less) of
creative assets (images, videos, copy)
once created.
Content Marketing Challenges
Adobe Summit 2017

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Strategy Planning Creation
Marketer Marketing Operations Creatives
Delivery
Channel Practitioners
End-to-End Content Marketing Process

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Delivery

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Creation Assembly Measurement
Marketer Author
Optimization
OptimizerAnalyst
Delivery
Delivery

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Content Delivery: People upstream are
not properly updated and the approval
and review process becomes the
bottleneck.
Content Marketing Challenges
Adobe Summit 2017

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Content Optimization: Content is either
not found, does not resonate or does
not convert.
Content Marketing Challenges
Adobe Summit 2017

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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

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Content Publishing: Lack of publishing
agility where marketers choose to rent
versus own.
Content Marketing Challenges
Adobe Summit 2017

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Inefficient Content Strategy
Inefficient Content Marketing Operations
Inefficient Content Delivery

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Objectively
Driven
Process
Orientated
Measureable
Audience
(Data) Centric
Strategy
Production
Creation
OptimizationDelivery
Measurement
Collaboration
Planning

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Video: How Kraft Does Content Marketing

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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. © 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

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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

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Strategy Planning Creation
Marketer Marketing Operations Creatives
Delivery
Channel Practitioners
Complexity
End-to-End Content Marketing Process

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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

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Content
Strategy
Content
Planning
Content
Creation
Content Strategist Content Planner Content Creator
Content
Assembly
Channel Practitioner
Manager/Executive
Interactions between Personas

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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

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Content
Strategy
Content
Planning
Content
Creation
Content Strategist Content Planner Content Creator
Interactions between Personas
Content
Assembly
Channel Practitioner
Manager/Executive

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Content
Strategy
Content Strategist Content Writers
Interactions between Personas
Content
Creation
Manager/Executive
Request Feedback
Provide Feedback
Designers
Content Curators
API

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Content
Strategy
Content
Planning
Content
Creation
Content Strategist Content Planner Content Creator
Interactions between Personas
Content
Assembly
Channel Practitioner
Manager/Executive

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Content
Strategy
Content Strategist Content Assemblers
Content
Assembly
Manager/Executive
Request Feedback
Provide Feedback
API
Interactions between Personas

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Reporting + Dashboards + Insights
Mobile
Social
Rich Media
Editorial
UGC
Email
Web
Assembly Measurement OptimiziationStrategy Planning Content Creation
End-to-End Content Marketing Process

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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

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 Assess your current setup
 Identify gaps in your current setup
 Implement necessary adjustments
79
Perform a Content Marketing Checkup!

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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

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The Culture of Content: 9 Steps to Content Marketing
Excellence
81
https://adobe.ly/AEMSummit17

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Peter Krmpotic
krmpotic@adobe
Twitter: @PeterKrmpotic
LinkedIn: /peterkrmpotic
Q&A
Andy Betts
andybetts.betts@gmail.com
Twitter: @AndyBetts1
LinkedIn: /bettsandy