Presentation from Traction and Adobe on 3 shifts content marketing have had on how Adobe approaches marketing. Originally presented at the 2013 iMedia Brand Summit.

1. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Julie Smith (@jasmith323) | Group Manager, Education Marketing
Adobe gets real (or fake) about content marketing
Adam Kleinberg (@adamkleinberg) | CEO, Traction

2. 2
3 ways Adobe got real about content marketing

3. #1 Awareness to Engagement

4. Adobe and Students

5. 5
Embrace reality (carefully).

6. 66

7. 77
FAKE

8. 8

9. 9
REAL

10. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10
Engagement at every level

11. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11

12. #2. Campaign to Platform

13. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13
Wear Your Heart on Your T.

14. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14
30% shared

15. #3. Conversation to Conversion

16. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16

17. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17

18. 18
Content helps you tell stories.
Social content helps
your customers tell them.

19. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19
Adam Kleinberg
Traction
www.tractionco.com
@adamkleinberg
Julie Smith
Adobe
www.adobe.com
@jasmith323
Thanks.
2013 SMALL AGENCY OF THE YEAR
WEST REGION, SILVER