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Content marketing: Best practices you should be doing right now Irina Guseva | Group Manager, Product Marketing & Jay Kerger | Sr. Technical Architect

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Key Takeaways

More content ≠

Better content

1 Engaging content

= Better content

2 Intelligent content

= Better content

3

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More Content is Not Better Content

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We Are All in Content Marketing

4

We are all marketers.

We are all publishers.

We own our content.

We attract, nurture, retain customers through content.

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PROBLEM?

We Are All in Content Marketing

5

CONTENT SATURATION

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“More content is being created in 2 days in 2015 than what was produced from the beginning of time until 2003.”

– Eric Schmidt, Google

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Think about these numbers

7

35% of businesses have a documented content

strategy

42% of businesses will

publish new content at least

weekly

55% of businesses will

increase their content marketing spend in

the next year

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27%

43%

21%

5% 4%

Significantly More

More

Same Amount

Less

Unsure

Change in B2B Content Creation (Over Last 12 Months)

2015 B2B Content Marketing Trends – North America: Content Marketing Institute/MarketingProfs

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18%

29%

22%

8%

14%

9% Daily

Multiple Times per Week

Multiple Times per Month

Weekly

Monthly

Less than Once perMonth

2015 B2B Content Marketing Trends – North America: Content Marketing Institue/MarketingProfs

How Often B2B Marketers Publish New Content

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More content ≠ better content

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How to be Better at Content Marketing

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Top 5 Best Practices to Take Home

12

#1: Understand your audience

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Top 5 Best Practices to Take Home

13

#2: Map content to sales cycle

Decision Awareness Consideration

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Top 5 Best Practices to Take Home

14

#3: Create personalized content

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Top 5 Best Practices to Take Home

15

#4: Promote content

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Top 5 Best Practices to Take Home

16

70% of organizations struggle with content measurement

Deloitte

#5: Measure + Analyze + Optimize Content

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Content Governance: Guard Rails,

Not Road Blocks

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≠

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Enabling Better Content Marketing with AEM

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How to Enable Better Content Marketing in AEM

22

Establish what good content looks like through peer review

Utilize AEM tools like Annotations during review speeds collaboration

Guard Rails Road Blocks

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How to Enable Better Content Marketing in AEM

23

Enable Content re-use:

Structured (product data)

Unstructured (content components/paragraphs)

Frees up content marketer to be more creative

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How to Enable Better Content Marketing in AEM

24

Data quality rules enable the rest of the organization

Metadata on content increases searchability, decreases duplication

Automate Data checks in Approval Workflow

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Engaging Content = Better Content

25

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Is your content relevant?

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Is your content unique?

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Does your content tell a story?

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Is your content useful?

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Intelligent Content = Better Content

30

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What Makes Content Intelligent?

31

Semantic Organization

Rich structure

Findability

Reusability

Deliverability

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“If content marketing is supported by intelligent

content best practices, it can reach a broader

audience and have a longer shelf life.” – Ann Rockley

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Intelligent Content: Data is King

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Enabling Intelligent Content

34

Intelligent Content requires good Data Good data comes from good Content Governance

Good data quality increases the ability to find content, especially Digital Assets

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Enabling Intelligent Content

35

Good runtime data enables Personalization/Contexualization

Geolocation Purchase

Preferences Visit history Calendar Profile

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Enabling Intelligent Content

Intelligent Content is reusable:

Across channels Across screens Across devices

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Key Takeaways

More content ≠

Better content

1 Engaging content

= Better content

2 Intelligent content

= Better content

3

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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