The Rise of Content Marketing

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The presentation discusses the rise of content marketing. It defines content marketing as creating unique and compelling materials to position a company as an industry expert. It highlights trends like more B2B marketers using content for brand awareness and the growing importance of the customer journey. Examples of successful content marketing are provided from companies. Tips focus on having an impact across the organization with content marketing.

Business Technology

© 2013 Adobe Systems Incorporated. All Rights Reserved.© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Anoop Sahgal | Industry Strategy & Marketing
The Rise of Content Marketing
@anoop_sahgal

© 2013 Adobe Systems Incorporated. All Rights Reserved.
Agenda
3
§  What is Content Marketing?
§  Content Marketing Trends
§  Examples
§  Tips and Takeaways

© 2013 Adobe Systems Incorporated. All Rights Reserved. 5
The CUSTOMER JOURNEY is not what is used to be, but it’s what
matters.

© 2013 Adobe Systems Incorporated. All Rights Reserved.
Trends
6
This is the part of the presentation where we geek out on stats
to prove my point…..

© 2013 Adobe Systems Incorporated. All Rights Reserved.
Content Creation
8
Source: eMarketer, retrieved Mar. 2013.

© 2013 Adobe Systems Incorporated. All Rights Reserved.
Buying Process of Tech Purchases
9
Source: eMarketer, retrieved Mar. 2013.

© 2013 Adobe Systems Incorporated. All Rights Reserved.
86 percent of B2C companies and 92 percent of B2B
companies now use content marketing.
10
More than two dozen types of content used: case studies, webinars,
research reports, mobile apps, infographics, podcasts and events, as well as
newsletters and books .
Marketers answering the survey allot between 28 percent and
33 percent of their budgets to content marketing, and more
than half will spend more next year.
86% 92%
B2C
28-33%
50+%
B2B

© 2013 Adobe Systems Incorporated. All Rights Reserved.
And even more stats…..
11
§  9 out of 10 organizations market with
content marketing.
§  On average, B2B marketers employ
eight diﬀerent content marketing tactic
to achieve their goals.
§  Marketers, on average, spend over
a quarter of their marketing budget
on content marketing
Source: Content Marketing Institute

© 2013 Adobe Systems Incorporated. All Rights Reserved. 12
Marketing USED TO BE LIKE THIS…

© 2013 Adobe Systems Incorporated. All Rights Reserved. 13
NOW, Marketing is viewed as more
strategic, but you don’t control the
content anymore

© 2013 Adobe Systems Incorporated. All Rights Reserved. 14

© 2013 Adobe Systems Incorporated. All Rights Reserved. 15
EXAMPLES

© 2013 Adobe Systems Incorporated. All Rights Reserved. 16

© 2013 Adobe Systems Incorporated. All Rights Reserved.
Corporate Responsibility and Community Examples

© 2013 Adobe Systems Incorporated. All Rights Reserved. 18
OK…but what about the ROI?

© 2013 Adobe Systems Incorporated. All Rights Reserved.© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19
Creating customer-centric content
© 2013 Adobe Systems Incorporated. All Rights Reserved.
Tips and Takeaways

© 2013 Adobe Systems Incorporated. All Rights Reserved.
Tips and Takeaways
Impact across the organization

© 2013 Adobe Systems Incorporated. All Rights Reserved.
Impact Across The Organization

© 2013 Adobe Systems Incorporated. All Rights Reserved.
Anoop Sahgal
asahgal@adobe.com
Twitter: @anoop_sahgal
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The Rise of Content Marketing

1. © 2013 Adobe Systems Incorporated. All Rights Reserved.© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Anoop Sahgal | Industry Strategy & Marketing The Rise of Content Marketing @anoop_sahgal

4. © 2013 Adobe Systems Incorporated. All Rights Reserved. Content marketing involves creating and curating unique, relevant, and compelling materials that position a company as a genuine industry expert or brand deserving of loyalty. 4 Creating customer-centric content

7. © 2013 Adobe Systems Incorporated. All Rights Reserved. Lead Generation 7 Source: eMarketer, “B2B Content Marketers Prioritize Lead Gen”, Oct. 2012. §  B2B marketers often turn to content marketing for lead generation and prospect nurture throughout the lengthy sales process. §  A growing number of worldwide B2B technology marketers are turning to content marketing for more brand-based goals, namely boosting thought leadership and brand awareness

10. © 2013 Adobe Systems Incorporated. All Rights Reserved. 86 percent of B2C companies and 92 percent of B2B companies now use content marketing. 10 More than two dozen types of content used: case studies, webinars, research reports, mobile apps, infographics, podcasts and events, as well as newsletters and books . Marketers answering the survey allot between 28 percent and 33 percent of their budgets to content marketing, and more than half will spend more next year. 86% 92% B2C 28-33% 50+% B2B

11. © 2013 Adobe Systems Incorporated. All Rights Reserved. And even more stats….. 11 §  9 out of 10 organizations market with content marketing. §  On average, B2B marketers employ eight diﬀerent content marketing tactic to achieve their goals. §  Marketers, on average, spend over a quarter of their marketing budget on content marketing Source: Content Marketing Institute

19. © 2013 Adobe Systems Incorporated. All Rights Reserved.© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19 Creating customer-centric content © 2013 Adobe Systems Incorporated. All Rights Reserved. Tips and Takeaways

The Rise of Content Marketing

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