How Adobe Sells Without Selling

The folks at Adobe are master content marketers. They have proven over and over again that you can build your customer base and boost your company’s revenue by dedicating a tremendous amount of resources to producing content.

Take a look at AdobeEducate.com. It’s a website that we at reddbug built for them last year as a way to reach out to educational institutions before and during a big education conference in Anaheim, California.

First, though, Adobe partnered with the PR firm Edelman to conduct a huge study about Generation Z, today’s youngest generation after the Millennials. They surveyed more than a thousand kids and asked them how they learn, how they express themselves creatively, how they see the future and so on. The results are fascinating, especially since the vast majority of us have hardly read anything about America’s youngest generation.

Adobe did this work, asked us to publish it and launched it at the conference because they hoped to sell education products to educational institutions. At the same time, though, what they’ve done here counts as genuine social science research.

Those who are still skeptical about the value of content marketing may be skeptical that something as seemingly off-topic as social science research could possibly boost a technology company’s bottom line, but look at the results. Adobe’s study made a huge splash at the education conference. Nearly 20,000 people looked at the website and generated hundreds of thousands of page impression and thousands of downloads. And many of the people who were wowed by the material are Adobe’s new customers.

If you’d like to enlist reddbug’s help with your own company’s website, infographics or other digital campaigns, give us a holler.