Webvisions Portland 2013 presentation on Content Marketing.

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Anoop Sahgal | Industry Strategy & Marketing
The Rise of Content Marketing
@anoop_sahgal

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Video: Adobe Brand Anthem
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Agenda
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§ What is Content Marketing?
§ Content Marketing Trends
§ Examples
§ Tips and Takeaways

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Content marketing involves creating and curating unique,
relevant, and compelling materials that position a company as
a genuine industry expert or brand deserving of loyalty.
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Creating customer-centric content

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The CUSTOMER JOURNEY is not what is used to be, but it’s what
matters.

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Trends
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This is the part of the presentation where we geek out on stats
to prove my point…..

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Lead Generation
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Source: eMarketer, “B2B Content Marketers Prioritize Lead Gen”, Oct. 2012.
§ B2B marketers often turn to content
marketing for lead generation and
prospect nurture throughout the
lengthy sales process.
§ A growing number of worldwide B2B
technology marketers are turning to
content marketing for more brand-based
goals, namely boosting thought
leadership and brand awareness

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Content Creation
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Source: eMarketer, retrieved Mar. 2013.

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Buying Process of Tech Purchases
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Source: eMarketer, retrieved Mar. 2013.

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86 percent of B2C companies and 92 percent of B2B
companies now use content marketing.
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More than two dozen types of content used: case studies, webinars,
research reports, mobile apps, infographics, podcasts and events, as well as
newsletters and books .
Marketers answering the survey allot between 28 percent and
33 percent of their budgets to content marketing, and more
than half will spend more next year.
86% 92%
B2C
28-33%
50+%
B2B

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And even more stats…..
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§ 9 out of 10 organizations market with
content marketing.
§ On average, B2B marketers employ
eight different content marketing tactic
to achieve their goals.
§ Marketers, on average, spend over
a quarter of their marketing budget
on content marketing
Source: Content Marketing Institute

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Marketing USED TO BE LIKE THIS…

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NOW, Marketing is viewed as more
strategic, but you don’t control the
content anymore

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EXAMPLES

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Corporate Responsibility and Community Examples

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OK…but what about the ROI?

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Creating customer-centric content
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Tips and Takeaways

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Tips and Takeaways
Impact across the organization

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Impact Across The Organization

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Anoop Sahgal
asahgal@adobe.com
Twitter: @anoop_sahgal
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