 Welcome back. Jeff Frick here on the ground at the Sheridan Palace in San Francisco. We're at the BrightEd Share 14 conference where they're talking all about SEO, optimization, and content marketing. I'm joined here by Lonnie Stark, Director of Product Marketing from Adobe and a partner at BrightEd. So thanks for stopping by. Oh, thanks for inviting me, Jeff. So you're doing a panel later today. So for the folks that didn't make it to the conference, it'll be at 2015. What are you talking about in the panel? We'll be specifically talking about the evolution of the customer journey and how content needs to change to support that. So as people get more devices and they're using different digital experiences, how does that really change behavior and what do companies need to do about that? So Adobe's been at the front edge of content and content generation and pretty fonts all the way back to forever. So how is that journey changing now that we've got our phones, we've got our iPads, our 7-inch pad, our 10-inch pad, our laptop, our home computer? How is that really affecting content marketing? And then the other piece of it is as there's more kind of user-generated content trying to get integrated into the program, how does this all come in together? Yeah, great question. So we've been involved with content both on the creative cloud and the marketing cloud side. And one of the things I think that's changed is brands are really struggling with how do I get relevant content out to all of these different devices. So really thinking about how you do bite-sized pieces of content, like the same message, but you might have an Instagram, you might want to share something on social channels, you may want to have deep reports. And so that's really important. So the mobile supporting that mobile piece of it. And then another I think is the speed. So we've spent a lot of time working in partnership with Bright Edge thinking about how do we really compress the time needed to go from an idea to creating it to actually delivering throughout the channels and then seeing the analytics, seeing what's really actually resonating and being able to really target that to the right audiences. Now when you break stuff up into the snackable bites as we like to call them. Yeah, I call them snackable too. You like that too? We like that. We'll break this interview into snackable bites. Yeah, they want to call like little bugs. Bugs nobody likes, but snacks everybody likes. Everybody likes snacks, especially if they're tasty ones. Yes. But is there an expectation of a different type of content on the different device? We talked to a little while ago and they said, you know, they like to use their Instagram for kind of showing behind the scenes. So they've got a very different kind of content agenda, if you will, based on the medium that they're using. I wonder if you could share some best practices or some of your insights there. Yeah, absolutely. So there are times when some of the brands we talked to wanted to do responsive design, right, for being able to just share content across different devices. So that works at least as a foundation. The second is thinking more about these snackable bites. So with Adobe, we also do a lot of content marketing ourselves. Right. So we have something called the Adobe Digital Index, which is a report we pulled out, you know, a couple pages, you got to sit down, you have to read it, right? But we also generate a lot of Instagrams or infographics of key imp sites that get shared. And so those might get shared on social channels. People see if they're interested, they'll actually go and click and find out more. And I think a great example, which is not an Adobe example, but out there is the ALS challenge. Right, right. Right. Have you done yours yet? I have not. I will donate. Do not challenge me. I will donate. But that's like the last person. I think there's like four people that haven't done it yet. Have you done it yet? Yes, of course. So, sorry to interrupt. But no, the ALS I think is a great example where it's actually very serious condition. And there's a lot of things written about it, but it was really hard to drive awareness around it. And now with something like these videos that people are posting, which are user generated, all these different channels, like I actually went on to ALS.org to find out more and actually read something much deeper that I wouldn't have otherwise read. So I think brands need to really think about how to address people that may not even be aware with something that's bite-sized, that is relevant, but quick. Right. And then also have that deep content as well. And I've seen that with publishers as well. So publishers talk about long form, which are like 20-page articles. And they're great. Like a weekend, you really get into it. The Vanity Fair version. Yeah. Right. You get into the meat, right? But sometimes you need the quick tweets and the quick things that will get people even interested in making that kind of commitment. So talk a little bit about the user generated stuff and how brands do incorporate that in, because it is interesting. And then too, I don't know if you've got any insight on virality of why some of these things just go bananas and others don't. And it's not necessarily obvious kind of what the rhyme or reason is. Yeah. I have a couple of thoughts on why things go become much more shareable. I think one is there's an element of fun, and people want things that they think are, humor goes a long way. The second, I think, is brand association. So if it's something that will make someone feel like, oh, if I share this, it reflects well of me as well, whether it is a cause they care about, whether it is something that makes them sound more intelligent, things of that sort get shared. And I think some things are useful. So most people, when you, your social community are of people who are friends, colleagues, people you know, so you don't really want to spam them, right? So you're only sharing things that are actually amusing, useful, or say something about yourself. As far as user generated content, how brands are using it, I think more and more brands, and I've watched Coca-Cola talk about this as well, right? Where a lot of brands in the past have been, hey, this is our brand, it's protected, and we are going to, you know, broadcast out to you our message. And that hasn't worked as well now, and as in needing to really incorporate user generated content to support the brand. And it's not just amplifying the brand message, but also getting commitment from your customers. Because if they feel like they're contributing to the meaning of the brand, they become a lot more committed as well. Yeah, it's almost like, as a measure, you're waiting for people to take your content and really user generate it, you know, remix it, and you always think of like logos. How hard it used to be to get a logo in company. Now they're all over the place, right? You just go on there and find it. Well, thanks for stopping by Lonnie Stark, director of product marketing from Adobe. Appreciate your insight and enjoy the rest of the show. Thank you, Jeff. So I'm Jeff Frick here on the ground at the Sheridan Palace at the Bright Edge Share 14. Be right back.