Author: Bethany Johnson

Bethany Johnson is a multiple award-winning content marketing writer and speaker. Her work empowers marketers to rethink interrupt advertising in favor of original content that converts passive readers into active followers. Brands like MasterCard, ADP, Fidelity, and Philips rely on Bethany’s voice to connect with audiences daily. For more, visit bethanyjohnson.com. Follow her on Twitter @thanybethanybe.

By bethanyjohnson published May 11, 2018

Influencer Marketing: Lessons From One of the World’s Largest Software Brands

influencer-marketing-lessonsYou’re the largest enterprise application software company in the world. You have 88,000 employees and nearly 400,000 customers. Your revenue last year was a smart $29.4 billion. Industry influencers are lining up, knocking on your door for an opportunity to collaborate. Right?

Well, no.

Even successful, established brands must start at the ground floor to build a B2B influencer marketing program – the same as an agile, scrappy startup.

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By bethanyjohnson published April 30, 2018

How Content Can Create a Self-Sustaining Customer Referral Engine

customer-referral-engine

Robert Rose, CMI chief strategy advisor, loves to reset his audience’s brains with a truth bomb:

The purpose of a business is to create a customer.

This 60-year-old quote from management great Peter Drucker reminds marketers that their work – creating demand, generating traffic, prompting social shares, or even gathering leads — is in service of this one clear goal. It’s a refreshing pause button on all the distracting possibilities available.

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