Adobe

Adobe’s enterprise marketing team was stuck in a rut. They’d been producing the same style of content for years, but suddenly found the long-form blogs and hour-long webinars they’d previously relied on were struggling to engage their audience, let alone convert them into users.

I started the project with audience and persona research, which revealed a very important theme: their target audience (sales professionals) was notoriously overworked and had little bandwidth for consuming content of any kind. Which meant anything we produced needed to be valuable without being time consuming (yeah, I’m talking about you, hour-long webinars).

I pitched a podcast series—the perfect format for a bandwidth-challenged audience who spends a lot of time traveling to and from client meetings.

Each episode featured an in-depth interview with prominent people in the sales industry. We dipped into Adobe’s network of industry experts to find guests with valuable knowledge and expertise to share.

I conducted each interview, working with an external agency to record, edit, and produce the final episodes. To help extend the impact of the work we did, I pulled key pieces of content from each interview to create a content repository that Adobe’s team could for future content production, including social content, blogs, and marketing campaigns.