Adobe Marketing Cloud
A model for marketing to marketers
We developed a strategic content marketing approach to help Adobe increase relevance, scale, and compete
- Content audits
- Content calendar development
- Content type development
- Customer journey mapping
- Demand strategy
- Editorial organization consulting
- Editorial strategy
The Situation
Adobe’s Marketing Cloud is an integrated, digital solution, enabling marketers to optimize campaigns and digital experiences. The opportunity in the category is enormous, and the competition, fierce.
To better compete, Adobe needed to evolve its approach to its Marketing Cloud content. Inconsistent quality and volume, with too broad a focus, or limited to specific products, hindered an in-depth exploration of industry concerns and called into question Adobe’s commitment to key industries and trends.
The Challenge
As we immersed in Adobe and its content, we discovered opportunities for improvement: some Adobe marketers excelled at content, others floundered without support; a lack of clear process; a content mix skewed towards one asset type; and a restrictive gating strategy, among others. In short, while Adobe was doing many things right, to get to the next level, it needed a plan with a capital P.
The Approach
We distilled our learnings into a content marketing strategy—a blueprint and operating manual to create diverse, relevant, industry-specific content, across the buyer’s journey.
The optimized model provided a scalable approach for content planning, themes, types, distribution, and measurement. We included a content development process, with insourced, outsourced, and hybrid options. Finally, we proposed an editorial strategy that aligned and intersected business trends with industry-specific challenges.
The Result
Adobe now produces a more compelling mix of videos, case studies, and first-person perspectives from Adobe experts, speaking to specific industries and business trends, with greater prominence and increased accessibility on Adobe.com.
By evolving its approach, Adobe was able to sharpen how it markets to marketers, meeting the informational needs of a highly sophisticated audience, in a category that gets more competitive every day.
