We’re the first content team in the company focused on creating original Adobe-branded content. Other teams mainly produce co-branded reports and license third-party whitepapers.
By creating original content, we can completely oversee the editorial quality of our copy and the beauty of our design. We want to establish Adobe as a thought leader with digital marketers (I work with Adobe’s Marketing Cloud), but that requires a great deal more time and labor than simply paying a licensing fee for a third-party report.
I’ve overseen the content management of 55 thought leadership assets to date.
• 43 long-form assets (16-26 pages)
• 5 microsites
• 7 infographics
There was some unspoken urgency to assess the performance and return of our new, and more time-demanding, model. No on our team had data analysis experience though, so I tasked myself with acquiring the necessary skills.
I met with a variety of teams and individuals to identify the metrics necessary to evaluate our content’s performance and then established the appropriate KPIs for each campaign. I began tracking, measuring, and assessing the effectiveness of our approach for internal improvement, and showcasing the findings to various departments across the company.
Being the only person on the team today with an ability to conduct data analysis enables me to provide unique and meaningful insight into what is and isn’t working.
I report on, and field questions about, my data analysis in a monthly meeting with the respective demand, product, and campaign marketing teams for various projects.
My analysis involves building out pivot tables to assess our content’s effectiveness in demand channels, the performance of our team’s original content versus third-party assets, and the performance of our team’s various pieces against each other. This analysis has significantly improved the understanding of what content truly is performing best across the company and allows me to instantaneously dig into follow-up questions in the middle of meetings.
I conducted an in-depth audit – type of project that’d normally exclusively done by the data analysis team – of every piece of digital marketing content (not just our team’s assets) sent through demand over a 12-month period.
I conducted the audit, analyzed the data, and presented the findings to Adobe’s Director of Enterprise Campaigns at an all-hands meeting.