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Teaching the Choir to Sing: The Communicator's Role in Content Marketing
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Teaching the Choir to Sing: The Communicator's Role in Content Marketing

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The marketing and communication profession is abuzz with “content marketing.” While the label is new, the practice isn’t. What is new is the breadth and depth with which it is becoming engrained …

The marketing and communication profession is abuzz with “content marketing.” While the label is new, the practice isn’t. What is new is the breadth and depth with which it is becoming engrained within organizations and how communicators need to be willing to take a leadership role in brand storytelling, one of the foundational elements of content marketing.

One of the biggest challenges that communicators face is the ability to tell a consistent story. It’s hard enough to get everyone in a siloed communications department on the same page, much else everyone else in the organization. But not teaching employees how to tell your brand story can have significant financial impacts to a company. An inconsistent story can create a disjointed customer experience. Not knowing the story can result in disengaged employees. And an engaged audience telling a consistent story means better financial returns and a richer customer experience.

This presentation explains:
• What content marketing is and why communicators need to pay particular attention
• The importance of brand storytelling across your organization
• The impact that untrained employees can have on customer satisfaction and overall performance
• A framework to establish an internal process to create effective brand storytelling

Published in Marketing
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  • 1. Teaching the Choir to Sing The Communicator’s Role in Content Marketing Carla Johnson President, Type A Communications @carlajohnson @CarlaJohnson
  • 2. ABOUT CARLA JOHNSON @CarlaJohnson
  • 3. WHAT IS CONTENT MARKETING?
  • 4. WHAT IS CONTENT MARKETING? Content marketing is a strategy focused on the creation of a valuable experience. It is humans being helpful to each other, sharing valuable pieces of content that enrich the community and position the business as a leader in the field. It is content that is engaging, eminently shareable, and, most of all, focused on helping customers discover (on their own) that your product or service is the one that will scratch their itch. - Managing Content Marketing @CarlaJohnson @CarlaJohnson
  • 5. Content marketing isn’t new. But today there’s more emphasis on owning media, rather than renting it. @CarlaJohnson
  • 6. The difference between an audience and a community is which way the chairs face. Chris Brogan Human Business Works @CarlaJohnson
  • 7. WHY CONTENT MARKETING MATTERS
  • 8. School @CarlaJohnson
  • 9. Goldfish attention span = 9 seconds Human attention span = 8 seconds @CarlaJohnson
  • 10. DEMAND FOR OUR ATTENTION • 1977 – 560 messages a day • 1997 – 3,000 messages a day • 2013 – 13,000 messages a day @CarlaJohnson
  • 11. BRAND STORYTELLING
  • 12. @CarlaJohnson
  • 13. A Harvard Business Review article describes an experiment that Walker conducted by taking ordinary objects, creating great stories about them, and then selling them on eBay. The items sold, on average, for 2700% more than he paid for them. Rob Walker, Columnist, New York Times Author Buying In: The Secret Dialogue Between What We Buy and Who We Are Read the article at: http://bit.ly/MwQnX4 @CarlaJohnson
  • 14. BRAND STORYTELLING • Articulates what the brand stands for • Expresses in what the brand believes • Gives employees purpose • Emotionally connects with customers • Puts audiences in the role of the hero • Serves as the “North Star" @CarlaJohnson
  • 15. @CarlaJohnson
  • 16. What about employees? @CarlaJohnson
  • 17. INTERNAL BRAND STORYTELLING DRIVES • A consistent story and customer experience • Great employee engagement • Better business results • Creates “insurance” for all external spend @CarlaJohnson
  • 18. BRAND STORYTELLING SHARES A UNIFIED IDEA ABOUT A BRAND @CarlaJohnson
  • 19. IMPACTS OF ENGAGEMENT • Disengagement leads to* – ₋ ₋ • • • Greater performance risk Vulnerable to lower productivity, higher inefficiency, weaker customer service, and greater rates of absenteeism and turnover Companies with sustainably engaged employees had operating margins 3xs those of disengaged workers* Companies with high levels of engagement experienced 147% higher EPS** Active disengagement costs US companies $400-500B per year** *Towers Watson 2012 Global Workforce Study; **Gallup 2013 State of the Global Workforce @CarlaJohnson
  • 20. BRAND STORYTELLING & SALES • Misalignment between sales and marketing causes the typical company to underperform by 10-20% in annual revenue. (IDC) • Best-in-class organization that integrate sales and marketing outperform those that don’t by as much as 24% in average revenue growth. (Sirius Decisions) @CarlaJohnson
  • 21. Basically, the overwhelming majority of executive level buyers tell us that how a vendor engages with them differentiates them a lot more than what their products and services are or do. Scott Santucci Forrester Analyst @CarlaJohnson
  • 22. 44% High-performing sales people are almost twice as likely to be highly engaged as lowerperforming sales employees (44% vs 24%) @CarlaJohnson
  • 23. BRAND STORYTELLING & HR • HR as the “new” marketing department? • Few companies extend their brand story to the employees they hope to recruit • In order to have the right people tell the right story, you have to employ the right people • HR includes recruitment, hiring, compensation, recognition, development, benefits, etc. @CarlaJohnson
  • 24. @CarlaJohnson
  • 25. BRAND STORYTELLING & ENGAGEMENT 2:1 Rate by which actively disengaged employees continue to outnumber engaged employees. Source: Gallup: 2013 State of the Global Workforce @CarlaJohnson
  • 26. GALLUP’S 2013 STATE OF THE GLOBAL WORKPLACE @CarlaJohnson
  • 27. EXAMPLES: BRAND STORYTELLING @CarlaJohnson @CarlaJohnson
  • 28. EVOLVING CONTENT INTO BRAND STORYTELLING Meet Demand Be Found Generate Awareness Trust Context Aware Creates Demand Differentiates Creates Trust The Efficient Funnel Thought Leadership Creates Evangelists Storytelling Source: Robert Rose, Chief Strategist, Content Marketing Institute @CarlaJohnson
  • 29. • Operated as a single company for 80 years • January 2011 Motorola split into 2 companies • Created an imperative to tell a clear, compelling story • Provided an opportunity to teach employees about the contributions and impact they make • Foster a new sense of pride and enhanced employee engagement @CarlaJohnson
  • 30. CREATING TANGIBLE EXPRESSIONS OF CHANGE @CarlaJohnson
  • 31. CREATING TANGIBLE EXPRESSIONS OF CHANGE @CarlaJohnson
  • 32. @CarlaJohnson
  • 33. @CarlaJohnson
  • 34. EMERSON BEGINS ATMarketing STAGE GATE ZERO DEFINE PAIN SOLUTION VISION SOLUTION VALUE MARKET RESEARCH IDEA GENERATION CONCEPT FEASIBILITY CONCEPT DESIGN & DEVELOPMENT & DEVELOPMENT PROJECT PLANNING RAMP UP LAUNCH & PRODUCTION START-UP PRODUCTION @CarlaJohnson
  • 35. EMERSON’S HUMAN-CENTERED DESIGN @CarlaJohnson
  • 36. @CarlaJohnson
  • 37. DRIVING BRAND STORYTELLING @CarlaJohnson @CarlaJohnson
  • 38. BRINGING YOUR STORY TO LIFE • Communicate the “why” of your brand story • Bring your story to people; don’t expect them to come to you • Build and sustain excitement • Be fun and human @CarlaJohnson
  • 39. FRAMEWORK TO TEACH THE CHOIR TO SING Source: Robert Rose, Chief Strategist, Content Marketing Institute @CarlaJohnson
  • 40. FRAMEWORK TO TEACH THE CHOIR TO SING Source: Robert Rose, Chief Strategist, Content Marketing Institute @CarlaJohnson
  • 41. People will forget what you said, people will forget what you did, but people will never forget how you made them feel. - Maya Angelou @CarlaJohnson
  • 42. Carla Johnson, Principal Type A Communications (720) 344-0987 carla@goTypeA.com www.goTypeA.com Type A Communications @carlajohnson Carla Johnson @CarlaJohnson