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#AdobeChat is Where It’s At: A Recap on Content Marketing

Over the last several weeks, our friends with Adobe Marketing Cloud (@AdobeMktgCloud) have hosted a series of conversations on Twitter called #AdobeChat. These hour-long sessions bring together marketers, industry thought-leaders, and select Adobe Business Partners to discuss a range of relevant digital marketing topics including data-driven marketing, mobile experience and apps, and programmatic advertising.
The most recent #AdobeChat focused on Content Marketing, which is essential for digital marketing success today, especially when you consider:

90% of digital marketers now use content marketing
80% of buyers prefer learning about a brand through content rather than advertising
69% of marketers are producing more content that the prior year
– Content Marketing Institute Benchmark Report – 2014 & 2015

Below are the key takeaways from the discussion.

Content marketing is valuable to brands because it…

  • Builds loyalty
  • Helps brands stand out against the noise, even in the most crowded playing fields
  • Doesn’t disrupt consumers – it provides value
  • Humanizes brands, allowing them to build trust with their audience

Marketers can differentiate their content marketing through…

  • Personalization – content needs to be targeted, unique, and relevant
  • Creating thoughtful content
  • Incorporating user-generated content (UGC) to enhance your authenticity
  • Producing content that delivers value

Which publishing platforms should marketers prioritize – social, owned, or both?

  • Let your platform fit the purpose
  • Go where your audience is on social platforms – then engage them to drive back to your owned channels

Content marketing efforts should be measured by…

  • Identifying your goals so you can measure the metrics that matter to prove success
  • Considering key metrics for the channel (i.e., owned vs. social)
  • Defining what is successful for each piece of content and measure against those metrics

Some of the biggest content marketing challenges today include…

  • Lack of bandwidth – marketers are expected to wear many hats
  • Not putting the customer first when planning/executing content strategies or creating content
  • Consumers are drowning in content
  • Lack of funding – budgets are frequently muddled with funds allocated for traditional media

In the future, content marketing will look like…

  • Blending of interactive and visual content – virtual reality, video, UGC
  • Increasingly visual – more infographics, videos, animated GIFs
  • Highly personalized

Check out the weekly #AdobeChat every Wednesday at (4 p.m. ET/ 1 p.m. PT).

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Stephanie Gallina, Senior Manager, Microsoft + CXC Partner Marketing

Stephanie has more than 15 years' experience in marketing communications, leading and executing marketing strategies for corporate and non-profit organizations. She elevates the awareness of relevant digital solution topics and thought leadership for Perficient.

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