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 Follow her on Twitter @thanybethanybe.

By bethanyjohnson published August 2, 2018

How to Unite Brand Storytelling and Marketing Tech


Henry Ford didn’t invent the car. He made cars accessible and affordable to the masses through an innovative process.

Marketers didn’t invent the technology to build bots, mobile apps, games, and productivity tools, but they can make them entertaining, delightful, and helpful to entice their audiences to use them.

And marketing tech tools once available to enterprise-level brands with big budgets are now viable for small and medium-sized businesses too.

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By bethanyjohnson published June 6, 2018

Google Leaders Share How to Improve the Mobile Experience


Google’s recent rollout of mobile-first indexing proves brands willing to (once again) put users first will look better in the eyes of the search giant.

But search users have high expectations – they expect the exact information they seek to be immediately available in an easy-to-comprehend way in a format they prefer. How can you adequately put users who have such high expectations first?

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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


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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