Adobe: CMO.com

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Michael Brenner is the Head of Strategy at Newscred and former VP Global Marketing and Content Strategy at SAP. He’s chosen Adobe’s CMO.com as a great example of a brand content hub:

That seeks to deliver content their audience is looking for, without all the hype and promotion common on most brand experiences. I actually became a loyal fan to this site and for months had no idea it was owned by Adobe.

For Michael, the lesson for brands is to create promotion-free content hubs and use the platform as a launching point for a deeper customer relationship.

Adobe CMO.com is brand-owned content. Adobe has created a media property that they use to generate email subscribers that they can email, market to and cookie for re-targeting. This is clearly not advertising or product promotion of any kind.

Check out Michael’s 20 Amazing Examples Of Branded Content Marketing and his Top 9 branded videos from last year (2014) presentations. You can also read his longer response to my question about what exactly is branded content and its difference to advertising here. His feedback forms part of my latest report for the next edition of the Best of Branded Content Marketing, and you can find out more about the report, the responses to date and even participate yourself here.

If you’d also like to share an example then please tweet me via @juzzie using the #BOBCM hashtag or get in touch through the contact page.

About the author

Justin Kirby is a consultant, educator and thought leader with a 20+ year career in industry as a digital strategist, producer and entrepreneur. He chairs and speaks at conferences around the globe, judge industry awards, and advise brands and agencies.