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Stories By Carla Johnson


How NASCAR Drives Better Storytelling With a Unified Team

Evan Parker led NASCAR’s new content team on a daunting mission: engage and win fans beyond the racetrack. First-year results include almost one billion views, a docu-series, and Evan’s nomination for Content Marketer of the Year.

The One Thing Killing Your Most Creative Content Ideas (and How to Stop It)

If your creative content marketing ideas are met with a big “no!”, don’t get discouraged. The problem may be how you’re presenting the idea. Here’s how to stop bad pitches from killing your best ideas.
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How to Convert Customers’ Passions Into Inspiring Content

Western Union banks on its customers’ passions to inspire remarkable content – from home cooking to Jimmy Kimmel and even an original Marvel comic book. Learn how Western Union innovates with content in a conservative industry.

Are You Missing the Most Important Audience for Your Content Marketing?

Brands too often focus only on their customers. They fail to develop content marketing to convert the most important audience – the employees, the people who talk about the company on a daily basis. Here’s how not to make that mistake.

Aon Stops Shoveling Quicksand, Partners With Manchester United

In struggling for brand recognition, Aon realized it needed a big partner to help with global recognition. It found that in the British soccer club Manchester United. The relationship isn’t simply a put-a-logo-on-it sponsorship.

Build Strong Brand Storytelling From the Inside Out

Our employees are at the heart of what makes brand storytelling come to life and create meaningful experiences for customers. If we expect to be able to go "all-in" with successful content marketing, we have to think about the role our employees play in getting us there. Find out how to build strong brand storytelling from the inside out.

How Brand Storytelling Helps Enterprises Go "The Extra Mile"

Emerson's chief marketing officer has overseen a massive rebranding effort since she took the job in 1999. She has redesigned how the voice of the customer integrates with research and development, and cultivated a brand story that resonates with businesses around the world and infiltrates every niche within the company. Find out more about connecting brand storytelling to enterprise business excellence.

How to Deliver the Right Content Marketing, in a Scalable Way

To help remove some of the animosity from the relationship between sales and marketing, it helps to have everyone on the same page and understand the multiplication mindset when it comes to creating content. Find out how to deliver the right content marketing in a scalable way.

Why Human Resources is Essential to the Brand Storytelling Equation

As the marketing industry evolves, we're taking on (or needing to fill) new roles as marketers and as people who drive business for our organizations. Find out why human resources is essential to the brand storytelling equation.

Why Your Thought Leadership Strategy Should Make You Uncomfortable

To be a true, sustainable thought leader, you have to be willing to get out of your comfort zone and look at things differently to articulate a vision for the future. Find out how to develop a thought leadership strategy where content supports true innovation.

Are You an Agile Content Creator? 6 Traits of Change Agents

If you want to do more than merely survive as a content creator in today's unpredictable business landscape, you need to develop an agile learning mentality. Be willing to think dfferently on all levels and cultivate these 6 traits to thrive and prosper.

Want to Keep Your Content Job? Why You Must Embrace Change to Survive

Marketers are living in beta these days. By the time we've experienced and documented a best practice, our customers often have already moved on. Our nemesis isn't our perceived competitors — it's our customers' short attention span. Difficult as it may be, you must learn to embrace change to keep your content job.