Adobe content marketing site targets audience with info, not sales pitches

Keeping ‘church and state’ separate, Adobe’s new site delivers information for chief marketing officers without shilling for the brand.

But few keep the idea of “church and state”—the company and editorial content—as separate as Adobe‘s CMO.com, which was created to provide news and insights to chief marketing officers.

Like its competitor, IBM’s theCMOsite.com, Adobe is using content to establish its thought leadership among executives in a position to buy its products. Just don’t ask its editors to sneak paeans to Adobe into their copy.

“Adobe is the brand behind it,” says editor in chief Tim Moran, “but our job is not really to sell product, but to educate and inform the chief marketing officer about issues going on in the digital marketing world.”

CMO.com has even written about the rival site, as when it recently linked to a Forbes story on an IBM study of 1,700 CMOs and technology.

Omniture, a Web analytics site company, started CMO.com in 2008, and Adobe has been maintaining it since it bought Omniture the following year.

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