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.