BMA Carolinas - Heros and Underdogs: How Content Marketing Levels the Playing Field

•

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Heroes & Underdogs:
How Content Marketing Levels
the Playing Field

Carla Johnson
Principal
t: @CarlaJohnson

Content marketing is like sex in high school:
Everyone says they’re doing it… but few really
do it well.

Source: MarketingProfs

5,000
MESSAGES A DAY

CARLA JOHNSON :: Principal
@CarlaJohnson

CONTENT MARKETING
DOESN’T COMPETE
WITH OTHER MARKETING

John Deere launched
THE FURROW
in 1895.
Today :

1.5M circulation

40 countries

12 languages

91%
OF B2B MARKETERS USE
CONTENT MARKETING

MARKETERS
5% have a content marketing strategy
Use an average of 12 diﬀerent tactics
Biggest increase from 2011 to 2012:
•  Research Reports
•  Videos
•  Mobile Content
•  Virtual Conferences

Social Media Impacts
B2B Decision Makers Worldwide
B2B decision makers who 60% of B2B decision Decision makers are
maintain a social makers use social media actively participating in a
network proﬁle has to help inform variety of ways:
increased signiﬁcantly professional decisions
o  Reviewing products &
services
o  Posting in forums

TODAY’S
CONVERSATION
Business
Objectives
Context
Measurement

TYING
CONTENT MARKETING TO

BUSINESS
OBJECTIVES

THE CEO/MARKETING
DISCONNECT

73 %
of CEOs think marketers lack
business credibility and aren’t
the growth generators they
should be

69 %
of marketers feel their
strategies do make an impact
on the business, even if they
can’t quantify or prove it.
Source:
The
Fornaise
Marke2ng
Group

BUSINESS OBJECTIVES
VS ACTIVITY
Objective: Improve customer engagement and upsell
Web
Traﬃc
Qualiﬁed
Leads

30% 90%
Average
Engagement

3RD PARTY
2 min CONVERSIONS

CONTENT
WITH
CONTEXT

“People will forget
what you said,
people will forget
what you did, but
people will never
forget how you
made them feel.”
- Maya Angelou

PERSONAS
Composite of characteristics of a group of
people

Understand their perspective, fears, drivers and
content needs:

Types of content
o  How they access it
o  What messages resonate with them
o  What matters when in the buyer’s cycle

CONTENT
MARKETING
FUNNEL

Source: Managing Content Marketing

5 W’S OF CONTENT
WHO are you talking to?
WHEN in their decision-making process?
WHERE/HOW are they connecting with you?
WHAT do they want to know?
WHY do you matter to them?

MEASUREMENT
WITH MEANING

MEASUREMENT
GUIDELINES
1.  Tie to your business objectives
2.  Know what’s important to measure
3.  Measure what drives the behavior you want
4.  Use metrics to make reﬁnement
5.  Be OK with failure

Carla Johnson, Principal
Type A Communications
(720) 344-0987
carla@goTypeA.com
www.goTypeA.com
Type A Communications
@carlajohnson

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LinkedIn Master Class Webinar

LinkedIn Master Class Webinar

Missing the Mark: Global Content Survey of Brand Marketers and their B2B Audi...

How to Move Your Team to Social Selling

How to Move Your Team to Social Selling

How to Move Your Team to Social Selling

5 Tips to Create Successful Content in the COVID-19 | GMA Webinars

5 Tips to Create Successful Content in the COVID-19 | GMA Webinars

5 Tips to Create Successful Content in the COVID-19 | GMA Webinars

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Rethinking the Role of Marketing

Rethinking the Role of Marketing

Social Listening in Practice: Social Selling

Social Listening in Practice: Social Selling

Social Listening in Practice: Social Selling

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Persona-based Marketing

Persona-based Marketing

Chicago AMA Integrated Marketing 3.0 | Apr. 12

Chicago AMA Integrated Marketing 3.0 | Apr. 12

Chicago AMA Integrated Marketing 3.0 | Apr. 12

2017 digital engagement webinar marketing360 - gelb consulting

2017 digital engagement webinar marketing360 - gelb consulting

2017 digital engagement webinar marketing360 - gelb consulting

8 Steps to Get Sales & Marketing Cranking in Union

8 Steps to Get Sales & Marketing Cranking in Union

8 Steps to Get Sales & Marketing Cranking in Union

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From Boring to Brilliant: How B2B Content Marketers Re-mix Mainstream Success...

From Boring to Brilliant: How B2B Content Marketers Re-mix Mainstream Success...

From Boring to Brilliant: How B2B Content Marketers Re-mix Mainstream Success...

Many brands have an interest in content marketing but flounder with successful planning and execution. In most cases it’s due to a lack of strategy. Marketers struggle to create content relevant to audiences and prioritize activities in order to consistently publish, yet only 35% of marketers take the time to create a content strategy. This workshop takes attendees through the process of creating a content strategy that will be immediately actionable. By discovering what matters to your audience and how they make decisions, you’ll create a content strategy that enables you to create highly relevant content that builds awareness, engagement, conversion and loyalty.

Creating a Business-Driven Content Marketing Strategy

Creating a Business-Driven Content Marketing Strategy

Creating a Business-Driven Content Marketing Strategy

Bringing the Story to Life: Why and How to Build Internal Audiences that Crea...

Bringing the Story to Life: Why and How to Build Internal Audiences that Crea...

Bringing the Story to Life: Why and How to Build Internal Audiences that Crea...

Brand storytelling is shifting the focus of how companies look at content creation and content marketing. Leading companies understand why they need to create value through story-driven experiences that capture the heart – and not just the heads – of audiences. Brands that realize success through storytelling do so because of their ability to tell delightful, sustainable stories that draw people in and make them want to know more. Story-driven experiences connect with people at the times, places and in ways that are relevant to them, help convert them into customers and ultimately brand loyalists and evangelists.

Creating Story-Driven Brand Experiences

Experiences: The 7th Era of Marketing

Experiences: The 7th Era of Marketing

Experiences: The 7th Era of Marketing

We’re moving into a new era of marketing, moving from product-centered content to customer-centric experiences that drive content strategy and performance. How do you make the transition? This webinar gives a deep dive into this new era of marketing. Big Brands, as it turns out, are achieving content marketing performance goals much faster with delightful, sustainable brand stories that draw readers in and make them want to engage more. You’ll learn why relevant content that’s centered creating meaningful, relevant customer experiences based on what matters most to them transforms browsers into brand loyalists and evangelists.

Experiences The 7th Era of Marketing

Experiences The 7th Era of Marketing

Experiences The 7th Era of Marketing

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

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

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

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

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From Boring to Brilliant: How B2B Content Marketers Re-mix Mainstream Success...

From Boring to Brilliant: How B2B Content Marketers Re-mix Mainstream Success...

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Creating a Business-Driven Content Marketing Strategy

Creating a Business-Driven Content Marketing Strategy

Creating a Business-Driven Content Marketing Strategy

Bringing the Story to Life: Why and How to Build Internal Audiences that Crea...

Bringing the Story to Life: Why and How to Build Internal Audiences that Crea...

Bringing the Story to Life: Why and How to Build Internal Audiences that Crea...

Creating Story-Driven Brand Experiences

Experiences: The 7th Era of Marketing

Experiences: The 7th Era of Marketing

Experiences: The 7th Era of Marketing

Experiences The 7th Era of Marketing

Experiences The 7th Era of Marketing

Experiences The 7th Era of Marketing

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

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

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

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1. Heroes & Underdogs: How Content Marketing Levels the Playing Field Carla Johnson Principal t: @CarlaJohnson

2. Content marketing is like sex in high school: Everyone says they’re doing it… but few really do it well. Source: MarketingProfs

3. 5,000 MESSAGES A DAY

4.

5. CARLA JOHNSON :: Principal @CarlaJohnson

6. CONTENT MARKETING DOESN’T COMPETE WITH OTHER MARKETING

7. John Deere launched THE FURROW in 1895. Today : 1.5M circulation 40 countries 12 languages

8. 91% OF B2B MARKETERS USE CONTENT MARKETING

9. MARKETERS 5% have a content marketing strategy Use an average of 12 diﬀerent tactics Biggest increase from 2011 to 2012: •  Research Reports •  Videos •  Mobile Content •  Virtual Conferences

10.

11. Social Media Impacts B2B Decision Makers Worldwide B2B decision makers who 60% of B2B decision Decision makers are maintain a social makers use social media actively participating in a network proﬁle has to help inform variety of ways: increased signiﬁcantly professional decisions o  Reviewing products & services o  Posting in forums

12. TODAY’S CONVERSATION Business Objectives Context Measurement

13. TYING CONTENT MARKETING TO BUSINESS OBJECTIVES

14. THE CEO/MARKETING DISCONNECT 73 % of CEOs think marketers lack business credibility and aren’t the growth generators they should be 69 % of marketers feel their strategies do make an impact on the business, even if they can’t quantify or prove it. Source: The Fornaise Marke2ng Group

15.

16. BUSINESS OBJECTIVES VS ACTIVITY Objective: Improve customer engagement and upsell Web Traﬃc Qualiﬁed Leads 30% 90% Average Engagement 3RD PARTY 2 min CONVERSIONS

17. CONTENT WITH CONTEXT

18. “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” - Maya Angelou

19. PERSONAS Composite of characteristics of a group of people Understand their perspective, fears, drivers and content needs: Types of content o  How they access it o  What messages resonate with them o  What matters when in the buyer’s cycle

20. CONTENT MARKETING FUNNEL Source: Managing Content Marketing

21. 5 W’S OF CONTENT WHO are you talking to? WHEN in their decision-making process? WHERE/HOW are they connecting with you? WHAT do they want to know? WHY do you matter to them?

22. MEASUREMENT WITH MEANING

23. MEASUREMENT GUIDELINES 1.  Tie to your business objectives 2.  Know what’s important to measure 3.  Measure what drives the behavior you want 4.  Use metrics to make reﬁnement 5.  Be OK with failure

24. Carla Johnson, Principal Type A Communications (720) 344-0987 carla@goTypeA.com www.goTypeA.com Type A Communications @carlajohnson