Content Marketing at Hyper-Speed: A Conversation with Adobe's Paula Parkes
September 5, 2016
We live in a world that is nothing if not fast. The most successful businesses today are those that move with speed and agility. These same attributes, it seems, apply to great content marketing programmes as well. We sit down with Paula Parkes, APAC Director of Marketing at Adobe Marketing Solution, to discuss content velocity and what it means for content marketers.
LinkedIn: Let’s start by talking about the state of content marketing in Australia. What’s your take?
Paula Parkes: I have regional responsibilities, so if I look across Asia Pacific, I would say that content marketing is relatively established in Australia. Brands are really beginning to realise the importance of content marketing in delivering personalised and hyper-relevant customer experiences. Marketers are also equipped with the tools to streamline the workflow between creative and content delivery, so I would say we have a pretty mature approach here.
LinkedIn: How does content velocity fit into this picture?
Parkes: In and beyond Australia, many brands are struggling with content velocity. This refers to the speed and volume of content creation. It’s easy to get caught up in a culture of churning out content but content marketing is an investment. We need to be looking at returns. What we do at Adobe is to conduct content audits. This helps us really understand the impact of our content in terms of customer engagement and how this ties back to our overarching strategy.
Content velocity also relates to the platforms that we’re using for delivery. There are so many opportunities for content marketers to get it right today, but there is also more complexity than ever before. Brands are now talking about delivering personalised and hyper-relevant experiences. For many Australian marketers, I believe that the ability to personalise and optimise content at scale will be key to managing the content velocity conundrum. This is true for us at Adobe too. Because we’re covering a culturally diverse region as unique as Asia Pacific, we need to be conscious of creating hyper-relevant content that is delivered in context. Real-time optimisation is a priority for us too. We adopt a constant cycle of testing and learning to understand what’s working and what’s not.
LinkedIn: How else do you ensure that your content resonates with people?
Parkes: At Adobe, our ethos is that standout experiences matter and this always starts with great content. Consumers today have very low tolerance for boring content. They want to experience something compelling. The onus is on us to marry content, creative and context to keep them engaged.
Creative continues to be really important in the development of content—and I’m not just saying that because we have a rich design heritage. Research has shown that content from design-led companies can outperform the competition by as much as 270%.* Within Adobe, we estimate that about 70% of consumers walk away from content because it isn’t attractive. If they won’t consume it, why would you produce it?
* Edelman/Berland “The State of Content: Expectations on the Rise” September 2015