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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
2.
© 2013 Adobe
Systems Incorporated. All Rights Reserved. Video: Adobe Brand Anthem 2
3.
© 2013 Adobe
Systems Incorporated. All Rights Reserved. Agenda 3 § What is Content Marketing? § Content Marketing Trends § Examples § Tips and Takeaways
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
5.
© 2013 Adobe
Systems Incorporated. All Rights Reserved. 5 The CUSTOMER JOURNEY is not what is used to be, but it’s what matters.
6.
© 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…..
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
8.
© 2013 Adobe
Systems Incorporated. All Rights Reserved. Lead Generation 8 Source: eMarketer, retrieved Mar. 2013.
9.
© 2013 Adobe
Systems Incorporated. All Rights Reserved. Buying Process of Tech Purchases 9 Source: eMarketer, retrieved Mar. 2013.
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
12.
© 2013 Adobe
Systems Incorporated. All Rights Reserved. 12 Marketing USED TO BE LIKE THIS…
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© 2013 Adobe
Systems Incorporated. All Rights Reserved. 13 NOW, Marketing is viewed as more strategic, but you don’t control the content anymore
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© 2013 Adobe
Systems Incorporated. All Rights Reserved. 14
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© 2013 Adobe
Systems Incorporated. All Rights Reserved. 15 EXAMPLES
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© 2013 Adobe
Systems Incorporated. All Rights Reserved. 16
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© 2013 Adobe
Systems Incorporated. All Rights Reserved. Corporate Responsibility and Community Examples
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© 2013 Adobe
Systems Incorporated. All Rights Reserved. 18 OK…but what about the ROI?
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© 2013 Adobe
Systems Incorporated. All Rights Reserved. AutoTrader.com CHALLENGE Gaining greater visibility into online customer interactions and boosting sales for AutoTrader and its partners BENEFITS § Increased landing page conversion by 33% § Lifted conversion by as much as 8% through targeted pricing adjustments § Transformed reputation from a vendor into a trusted business partner § Documented increased search traffic from 133% to 1,775% for certain models of vehicles during the Super Bowl “..constantly engage our customers with new, relevant content and offers—guiding more people more often down a conversion path.” Thomas Gage Senior director, Business Development, AutoTrader.com
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© 2013 Adobe
Systems Incorporated. All Rights Reserved. TE Connectivity CHALLENGE Increase insight into visitor segments and make experiences more relevant for customers wanting complex product details 200+ websites – numerous products BENEFITS § Enabled on-the-fly personalization of content based on visitor behavior § Improved conversion on major brand campaigns by 33% § Reduced cost per conversion on major brand campaigns by 48% § Reduced time to generate reports by a factor of 20 “Adobe software gives us the intelligence, control, and automation to help ensure that we are delivering exactly the right experience and content, through the right channel, at the right time.” Michael Deckman Senior manager of e-marketing solutions,
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© 2013 Adobe
Systems Incorporated. All Rights Reserved.© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21 Creating customer-centric content © 2013 Adobe Systems Incorporated. All Rights Reserved. Tips and Takeaways
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© 2013 Adobe
Systems Incorporated. All Rights Reserved. Tips and Takeaways Impact across the organization
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© 2013 Adobe
Systems Incorporated. All Rights Reserved. Impact Across The Organization
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© 2013 Adobe
Systems Incorporated. All Rights Reserved. Anoop Sahgal asahgal@adobe.com Twitter: @anoop_sahgal Sign up for the newsletter