7. DO YOU KNOW WHAT YOUR MARKETING IS DOING?WE CAN HELP.7
8. NOBODY WANTS TO BE FRIENDS WITH A BUSINESS:Creating real
brand love through content marketingChad Warren
9. NOBODY WANTS TO BE FRIENDS WITH YOURBUSINESS.9
10. What do our customers value?10
11. People dont want to buy a quarter-inch drill.They want a
quarter-inch hole.THEODORE LEVITT, HARVARD BUSINESS SCHOOL11
12. 12
13. 13
14. You have to give people something they actually value
inorder for them to pay any attention to you.14
15. Social networks are primarily a means by which ideas
andstories and shared and talked about.The delivery mechanism for
content.15
16. DO YOU KNOW WHAT YOUR MARKETING IS DOING?WE CAN
HELP.16
17. 17
18. 18
19. 19
20. 1,200PIECES OF THOUGHTLEADERSHIP20
21. GOAL: Efficiently create world-class, high-value
thoughtleadership at scale.21
22. Meet Tim, Director of ProductMarketing for Adobe
MediaOptimizer.22
23. Adobe Expert23ResearchersWritersSocial Media
EditorsExperts
24. PLANNING PRODUCTION DISTRIBUTIONContent marketing Content
marketing Social media24
25. PLANNING PRODUCTION DISTRIBUTION25Find out whatcustomers
want
26. PLANNING PRODUCTION DISTRIBUTION26Find out whatcustomers
wantCreate and publish
27. PLANNING PRODUCTION DISTRIBUTION27Find out whatcustomers
wantCreate and publish Reach as many of theright people
aspossible
28. The average subject matter expert> Increased
productivity from 2 to 20 articles per year.> The number of
times those articles were read increased by74%.> The average
number of times a article was shared via socialmedia increased
2x.28
29. 292.2xThe number of times morelikely an individual is
toconvert after being touchedby program content1-in-4of all
Marketing Cloud leadsare touched by programcontent (i.e. read an
article)
30. Takeaways1. Figure out what your customers value2. Align
that with what you can provide3. Identify your subject matter
experts4. Start sharing: Start a blog, a tumblr, a YouTubechannel5.
Rinse and repeat.30