1. 1. @CHADWARREN
2. 2. WELCOME TOADOBE.
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7. 7. DO YOU KNOW WHAT YOUR MARKETING IS DOING?WE CAN HELP.7
8. 8. NOBODY WANTS TO BE FRIENDS WITH A BUSINESS:Creating real brand love through content marketingChad Warren
9. 9. NOBODY WANTS TO BE FRIENDS WITH YOURBUSINESS.9
10. 10. What do our customers value?10
11. 11. People dont want to buy a quarter-inch drill.They want a quarter-inch hole.THEODORE LEVITT, HARVARD BUSINESS SCHOOL11
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14. 14. You have to give people something they actually value inorder for them to pay any attention to you.14
15. 15. Social networks are primarily a means by which ideas andstories and shared and talked about.The delivery mechanism for content.15
16. 16. DO YOU KNOW WHAT YOUR MARKETING IS DOING?WE CAN HELP.16
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20. 20. 1,200PIECES OF THOUGHTLEADERSHIP20
21. 21. GOAL: Efficiently create world-class, high-value thoughtleadership at scale.21
22. 22. Meet Tim, Director of ProductMarketing for Adobe MediaOptimizer.22
23. 23. Adobe Expert23ResearchersWritersSocial Media EditorsExperts
24. 24. PLANNING PRODUCTION DISTRIBUTIONContent marketing Content marketing Social media24
25. 25. PLANNING PRODUCTION DISTRIBUTION25Find out whatcustomers want
26. 26. PLANNING PRODUCTION DISTRIBUTION26Find out whatcustomers wantCreate and publish
27. 27. PLANNING PRODUCTION DISTRIBUTION27Find out whatcustomers wantCreate and publish Reach as many of theright people aspossible
28. 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. 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. 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