One of the most inspiring business pivots of the last decade (and impressive companies) has to be @Adobe's shift from licensing to offering services on the cloud.
But what's also impressive is how they've attracted users and businesses with marketing excellence [THREAD] 🧵
But what's also impressive is how they've attracted users and businesses with marketing excellence [THREAD] 🧵
Let's look at the Adobe landscape:
3.4B backlinks
57M+ visits a month
877,000 YouTube subs
Rank for 10M+ keywords
6M combined Twitter followers
$39M+ worth of organic traffic
Oh. Ya can't pay bills with traffic.. I know.
Look at this. $200B Market Cap. 💰😲 $ADBE
3.4B backlinks
57M+ visits a month
877,000 YouTube subs
Rank for 10M+ keywords
6M combined Twitter followers
$39M+ worth of organic traffic
Oh. Ya can't pay bills with traffic.. I know.
Look at this. $200B Market Cap. 💰😲 $ADBE
Adobe has an interesting predicament where they sell multiple products across a wide range of use cases:
Photoshop, Acrobat, Reader, Illustrator, Spark, Reader, Advertising Cloud, Magento, Behance & more.
Maintaining all of these brands requires content & community excellence.
Photoshop, Acrobat, Reader, Illustrator, Spark, Reader, Advertising Cloud, Magento, Behance & more.
Maintaining all of these brands requires content & community excellence.
One of the powers that Adobe has for content is the fact that their products arm creative people to create beautiful things. UGC. Adobe leans into this.
They showcase their users work everywhere.
On landing pages & in the product.
This is inspirational & empowering.
They showcase their users work everywhere.
On landing pages & in the product.
This is inspirational & empowering.
As a product built for builders.
It's easy for them to see great user generated content in the wild. This makes it easy for their brand to dominate the SERP without them creating anything.
Take a look at this result for:
How To Colorize Old Photos
2/3 videos about Photoshop
It's easy for them to see great user generated content in the wild. This makes it easy for their brand to dominate the SERP without them creating anything.
Take a look at this result for:
How To Colorize Old Photos
2/3 videos about Photoshop
While UGC does a lot of the work.
Adobe doesn't sleep on their ability to influence buyers & the community with their own content (SEO + Social).
The Adobe Creative Cloud YouTube channel has 877,000 followers and has more than 124M views.
It's putting in work.
Adobe doesn't sleep on their ability to influence buyers & the community with their own content (SEO + Social).
The Adobe Creative Cloud YouTube channel has 877,000 followers and has more than 124M views.
It's putting in work.
YouTube SEO is STILL underrated.
YouTube is THE education platform. That's why Adobe created a ton of How To videos.
Videos covering how to make:
A double exposure effect
A lincut look
A realistic tattoo
A cinemagraph
All with 500k+ views (and under 1min). YouTube SEO.
YouTube is THE education platform. That's why Adobe created a ton of How To videos.
Videos covering how to make:
A double exposure effect
A lincut look
A realistic tattoo
A cinemagraph
All with 500k+ views (and under 1min). YouTube SEO.
It's not enough JUST to have great titles on YouTube.
You also want to have a quality thumbnail.
Like these...
You also want to have a quality thumbnail.
Like these...
And a solid YouTube description.
This vid has 592k views. No accident.
The description on this video is perfectly optimized.
What it does right:
> Links to relevant resources
> Ends with a call to action
> Provides value on its own
> More than 200 words
> Downloadable ZIP
This vid has 592k views. No accident.
The description on this video is perfectly optimized.
What it does right:
> Links to relevant resources
> Ends with a call to action
> Provides value on its own
> More than 200 words
> Downloadable ZIP
What about good ol Google SEO?
Adobe is doing well here too.
Branded search volume is higher than the search volume for their space. There are more than 2.7M+ searches per month for Photoshop vs 75k+ for variations of graphic design software. How'd they respond?
Adobe is doing well here too.
Branded search volume is higher than the search volume for their space. There are more than 2.7M+ searches per month for Photoshop vs 75k+ for variations of graphic design software. How'd they respond?
Dominate the entire SERP for "Photoshop".
They own the knowledge graph. They run ads against their own name (twice). And they rank both 1 & 2 in organic.
Here's the magic:
They have an Adobe . com URL about Photoshop and a Photoshop . com domain. That's how you own the SERP.
They own the knowledge graph. They run ads against their own name (twice). And they rank both 1 & 2 in organic.
Here's the magic:
They have an Adobe . com URL about Photoshop and a Photoshop . com domain. That's how you own the SERP.
It's important to rank for your own brand.
But it's also important to rank for keywords that people use when they're looking for solutions.
The same way people look for "best coffee maker" they look for the "best graphic design software".
Adobe has a landing page for that.
But it's also important to rank for keywords that people use when they're looking for solutions.
The same way people look for "best coffee maker" they look for the "best graphic design software".
Adobe has a landing page for that.
This landing page is doing well but it's working hard.
It's ranking for 748 other keywords and not # 1 for all.
Similar to the way they own the SERP for Photoshop, the development of long-tail assets (blog posts / videos) about graphic design software could help out here.
It's ranking for 748 other keywords and not # 1 for all.
Similar to the way they own the SERP for Photoshop, the development of long-tail assets (blog posts / videos) about graphic design software could help out here.
It's currently ranking # 4 for the phrase:
"software for graphic design"
Not bad. But with more targeted content (on-site or off-site), it's possible that they could take that # 1 spot...
"software for graphic design"
Not bad. But with more targeted content (on-site or off-site), it's possible that they could take that # 1 spot...
A little keyword research shows other possibilities:
Graphic Design Software For Beginners (LP)
The Easiest Graphic Design Software & Tools (LP)
The Best Graphic Design Tools For [Niche] (BP)
They do this for some topics already.
But rarely for bottom of the funnel content.
Graphic Design Software For Beginners (LP)
The Easiest Graphic Design Software & Tools (LP)
The Best Graphic Design Tools For [Niche] (BP)
They do this for some topics already.
But rarely for bottom of the funnel content.
And the competition @Canva sees the value in people looking for "Graphic Design Software".
So they're willing to pay to play.
Side note: Canva vs. Adobe is one of the most interesting software wars right now. More on that later...
So they're willing to pay to play.
Side note: Canva vs. Adobe is one of the most interesting software wars right now. More on that later...
Let's talk long tail a bit more for a second.
Adobe recognizes that there's some phrases that people look for that are top of funnel or middle of the funnel.
For example, when people ask Google:
How to colorize old photos...
Adobe has a blog post for that...
Adobe recognizes that there's some phrases that people look for that are top of funnel or middle of the funnel.
For example, when people ask Google:
How to colorize old photos...
Adobe has a blog post for that...
And the on-site optimization of this blog post is 🔥
Sticky "Buy now" CTA
Great interlinking (6-7)
Perfect usage of H1s/H2s
Perfect keyword density %
Six beautiful images throughout
It's done right!
Sticky "Buy now" CTA
Great interlinking (6-7)
Perfect usage of H1s/H2s
Perfect keyword density %
Six beautiful images throughout
It's done right!
Now remember the "Software War" between Canva & Adobe? So...
Canva has been coming HARD at Adobe's creative suite since 2012. Adobe responded by launching AdobeSpark (2016) and it's been gaining some serious steam.
Brilliant way to avoid pure disruption.
Canva has been coming HARD at Adobe's creative suite since 2012. Adobe responded by launching AdobeSpark (2016) and it's been gaining some serious steam.
Brilliant way to avoid pure disruption.
One area in which Canva has Adobe Spark beat is SEO.
From site architecture & on-site optimization to landing pages & keyword targeting - Canva has built an SEO empire. I have an essay on Canva's SEO excellence going live in two weeks.
Don't miss it: content.foundationinc.co/insights-1
From site architecture & on-site optimization to landing pages & keyword targeting - Canva has built an SEO empire. I have an essay on Canva's SEO excellence going live in two weeks.
Don't miss it: content.foundationinc.co/insights-1
But here's somewhere else Adobe thrives...
Helping their community WIN!
Adobe has more than 20 Twitter accounts (docs.google.com/spreadsheets/d…) this combines for more than 6M followers.
They regularly retweet their users who create masterpieces & valuable content.
Helping their community WIN!
Adobe has more than 20 Twitter accounts (docs.google.com/spreadsheets/d…) this combines for more than 6M followers.
They regularly retweet their users who create masterpieces & valuable content.
This public recognition does two things:
1) It builds good will
2) It provides credibility of the possibilities
Look:
They don't just tweet a BLM graphic. They tweet one designed using their product and tag the user/maker.
1) It builds good will
2) It provides credibility of the possibilities
Look:
They don't just tweet a BLM graphic. They tweet one designed using their product and tag the user/maker.
This is community excellence.
Every founder & marketer selling software that helps people make things can take lessons from Adobe.
From inspiring user generated content to amplifying / celebrating the work of their users -- this is how it's done.
Every founder & marketer selling software that helps people make things can take lessons from Adobe.
From inspiring user generated content to amplifying / celebrating the work of their users -- this is how it's done.
When you have a group of people creating content about your brand or using your tool to create content...
It makes growth easier.
The smartest software brands serving makers are helping them create more, reach more & earn more.
It's why Adobe is winning. 🏆
It makes growth easier.
The smartest software brands serving makers are helping them create more, reach more & earn more.
It's why Adobe is winning. 🏆
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