/Archives for Carla Johnson

Author: Carla Johnson

Carla Johnson, principal, Type A Communications, and a consultant to the Content Marketing Institute, writes, trains, speaks and works with companies to help them discover their story, then use it as a foundation for their branding, messaging and content marketing initiatives. She's a contributing writer to "Advice From The Top: The Expert Guide to B2B Marketing," as well as Chief Content Officer magazine, CMSwire and other industry and business publications. Follow her on Twitter @carlajohnson.

Branded Content / Chief Content Officer Magazine / Influential Content Marketers
By carla-johnson published May 22, 2013

How Your Content Strategy Thrives When Marketing and IT Work Together

content strategy-conradoEduardo Conrado has proven himself to be a nonconformist. An engineer-turned-marketer, Conrado not only oversees marketing for Motorola Solutions, but also recently added IT to his management portfolio. Throughout his 20-year career with the company, he’s underscored his ability to lead through innovation and establish new expectations for the realm of marketing.

With the recent expansion of his role at Motorola, Conrado accepted an opportunity to speak to Chief Content Officer magazine (a publication from CMI) about the reasons marketers must work comfortably across multiple departmental environments. Continue Reading

Branding / Internal Relationships
By carla-johnson published May 1, 2013

Why Your Brand Storytelling Must Start With Human Resources

Recently, Joe Pulizzi wrote a post on the 12 Roles Essential to the Future of Content Marketing. In it, he listed the new roles we need to consider, not only as marketers, but also as people who drive business for our organizations. It’s a reflection of the growing responsibility we have as marketers — and the growing need for us to step up our leadership role. Continue Reading

Creating Content / Understanding Your Audience
By carla-johnson published February 28, 2013

B2B Content Marketing: Create Intimate Conversations with Narrowcasting

mark wilson of avayaNamed one of the top marketers by B2B Magazine in 2009, 2010 and 2011, Mark Wilson has made content marketing a cornerstone of how he connects with a sophisticated audience and business decision-makers. In recent years, Wilson has realized success by flipping the focus of his content marketing program from reaching the masses to more intimate conversations with small audiences — something he calls narrowcasting. 

CCO spoke with Wilson about why narrowcasting works in the noisy environment, what it takes to create a successful content marketing program for the complex B2B sales cycle, and why quality matters. Continue Reading

Internal Relationships / Understanding Your Audience
By carla-johnson published December 26, 2012

The Role of Content in the Sales and Marketing Marriage

[Editor's note: Happy Holidays! This week, the editorial team at Content Marketing Institute wanted to share some of the best content marketing blog posts we've seen from our CMI Consultants. Today's post originally appeared on the CMSWire blog on Oct. 25, 2012.]

content's role in sales and marketing marriageIf content marketing is supposed to support the sales cycle, why are so many businesses so bad at it?

Companies think the answer comes from the right marketing automation system or any other bit of technology that gets content in front of a customer or prospect. It’s not. It’s about sales and marketing not having walked the proverbial mile in each other’s shoes. Too many content efforts sink because neither side takes the time to truly understand the other. Continue Reading