Adobe Marketing Cloud Editorial Strategy

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How Tendo developed a strategic content marketing approach to help Adobe increase relevance, scale, and compete


  • Inconsistency in content quality, volume, and relevance
  • Lack of clear content development process
  • Restrictive content gating policy


  • Creation of diverse, relevant content supporting the buyer’s journey
  • A scalable model to develop industry-specific content
  • Greater prominence and accessibility of content on


  • Content audits, content calendar creation, content type development
  • Customer journey mapping
  • Demand strategy
  • Editorial organization consulting and editorial strategy
Content Package Overview showing bubbles with various content types

About Adobe

Adobe’s Marketing Cloud is an integrated, digital solution, enabling marketers to optimize campaigns and digital experiences. To excel in this fiercely competitive category, 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. 

  • Adobe
  • San Jose, CA
  • Software development
  • 25,988 Employees
Bubble graph depicting Gated eBook in center with Whitepaper, Case study, Infographic, Video, and Slideshare bubbles surrounding it

The Challenge

As the Tendo team 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.

Person typing on laptop with Content Planning Process text overlay

The Solution

Tendo’s approach included crafting:

• A content marketing strategy—a blueprint for creating diverse, relevant, industry-specific content across the buyer’s journey

• A scalable approach for content planning, themes, types, distribution, and measurement

• A content development process with insourced, outsourced, and hybrid options

• An editorial strategy that aligned and intersected business trends with industry-specific challenges

The Results

Adobe now produces a more compelling mix of videos, case studies, and first-person perspectives from Adobe experts, addressing specific industries and business trends with increased accessibility on By evolving its approach, Adobe was able to sharpen how it markets to marketers, meeting the needs of a highly sophisticated audience, in a category that gets more competitive every day. 

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