Highlights From Adobe ‘Twitter Chat’ About Content Marketing

Among the observations from participants: Content needs to be authentic, nonpromotional, and somehow related to the brand’s bottom line to be effective.

On Wednesday, Adobe, CMO.com’s parent company, hosted a Twitter Chat (#AdobeChat) that focused on content marketing. Among the observations from participants: Content needs to be authentic, nonpromotional, and somehow related to the brand’s bottom line to be effective. And while some continue to think that content must generate qualified leads, many believe it’s about the brand and brand promise.

What follows are some of the chat’s highlights.

The next #AdobeChat will be on Wednesday at 1 p.m. PT/4 p.m. ET and will focus on augmented reality and Pokémon GO. Hope to see you there.