Author: Carla Johnson

Recognized as one of the top 50 influencers in content marketing, Carla's latest book, Experience: The 7th Era of Marketing, with CMI's Robert Rose, teaches marketers how to develop, manage, and lead the creation of valuable experiences in their organizations. Carla serves as the Vice President of Thought Leadership for the Business Marketing Association (a division of the ANA), and is an instructor for the Content Marketing Institute, the ANA, and Rutgers University. A frequent speaker, Carla also contributes to industrywide news outlets, forums and conferences on the future of the B2B marketing profession, leading through innovation and storytelling. Learn more at Type A Communications and follow her on Twitter at @CarlaJohnson.

By carla-johnson published August 29, 2019

No Product Ready at Launch? Content to the Rescue (B2C CMY Finalist)

Editor’s note: We’re sharing insights from Content Marketer of the Year finalists on the blog before we announce the winner at Content Marketing World in September. This is the first year we will name a Content Marketer of the Year in two categories – B2B and B2C.

How does a company launch without products and still manage to hit $12 million in sales in its first year? You guessed it: a brilliant content strategy.

Today, that company, venture capital-funded Away, has sold more than a million pieces of luggage and is valued at more than $1 billion.

Continue Reading

By carla-johnson published August 28, 2019

Content Leader Takes Team From Silo to Powerful Presence (B2B CMY Finalist)

Editor’s note: We’re sharing insights from Content Marketer of the Year finalists on the blog before we announce the winner at Content Marketing World in September. This is the first year we will name a Content Marketer of the Year in two categories – B2B and B2C. 

For a company that prides itself on its community-powered approach to providing enterprise technology, Red Hat found its content team isolated and siloed.

Continue Reading

By carla-johnson published August 21, 2019

Ryan Reynolds Pours Content Success at Aviation Gin (B2C CMY Finalist)

Editor’s note: We’re sharing insights from 2019 Content Marketer of the Year finalists on the blog before we announce the winner at Content Marketing World in September. This is the first year we will name a Content Marketer of the Year in two categories – B2B and B2C. 

You probably recognize Ryan Reynolds as an in-demand actor even though his most profitable movie appearances involve a superhero mask and layers of makeup.

Now you can know him as a 2019 B2C Content Marketer of the Year finalist. That’s because Ryan has applied the same energy, determination, and commitment that propelled the foulmouthed Deadpool to success to his work with the challenger brand Aviation American Gin. He acquired a stake in the company and became its creative director in 2018.

Continue Reading

By carla-johnson published August 15, 2019

How This Marketer Electrifies ‘Energy is Good’ Stories (B2B CMY Finalist)

Editor’s note: We’re sharing insights from Content Marketer of the Year finalists on the blog before we announce the winner at Content Marketing World in September. This is the first year we will name a Content Marketer of the Year in two categories – B2B and B2C. 

Corrado Paolucci is working to change how people think about energy’s complex role in the climate change saga.

His work as the content strategy and newsroom manager at Eni, an Italy-based global energy company, earned him a place on the list of finalists for 2019 B2B Content Marketer of the Year.

Continue Reading

By carla-johnson published August 8, 2019

3 Lessons From an Editor of the Largest U.S. Publications (B2C CMY Finalist)

Editor’s note: We’re sharing insights from Content Marketer of the Year finalists on the blog before we announce the winner at Content Marketing World in September. This is the first year we will name a Content Marketer of the Year in two categories – B2B and B2C. 

Neil Wertheimer tells it like it is. Driven by a passion to create positive change for people through the journalism he oversees, he makes sure the content his team at AARP creates inspires, educates, and empowers the organization’s enormous, diverse, and savvy audience of over 38 million members.

Neil considers it his mission to use the power of words to benefit the world around him. That’s evident throughout his body of work as deputy editor of AARP The Magazine and the AARP Bulletin, which together deliver a one-two punch against stereotypes about aging. His work overseeing the day-to-day development of those two publications – the two largest-circulation magazines in the United States – earned him a place on our short list of finalists for B2C Content Marketer of the Year.

Continue Reading

By carla-johnson published July 26, 2019

Smart Content Strategist Goes Way Beyond ‘Dummies’ for Salesforce (B2B CMY Finalist)

Editor’s note: We’re sharing insights from Content Marketer of the Year finalists in the blog before we announce the winner at Content Marketing World in September. This is the first year we will name a Content Marketer of the Year in two categories – B2B and B2C. 

All content, all the time. If that’s not Heike Young’s personal slogan, it probably should be. Print. Digital. Audio. Video. Research. Blogs. Podcasts. Webinars. In-person events.

Every piece she creates reflects a research-driven focus on the customer and fits into a cross-platform plan supported by her homegrown toolkit for employee engagement. Her work at Salesforce, where she’s senior manager of strategy and insights, landed her on our list of B2B Content Marketer of the Year finalists this year. 

Continue Reading

By carla-johnson published August 31, 2018

How Content Takes the Stage to Change Brand Perception [Example]

how-content-takes-the-stage-change-brand-perceptionEditor’s note: Beverly Jackson is a finalist for 2018 Content Marketer of the Year. We’ll share insight from CMY finalists in the blog before the winner is announced at Content Marketing World in September.

When was the last time you went to a casino? When was the last time you went to Las Vegas just for the gambling?

Though plenty of people do, a much larger set of people don’t put gambling or Las Vegas at the top of their what-to-do-for-fun lists.

Continue Reading

By carla-johnson published August 24, 2018

How LinkedIn Spun to the Top of Search for LinkedIn Marketing

linkedin-top-search-linkedin-marketingEditor’s note: Jason Miller is a finalist for 2018 Content Marketer of the Year. We’ll share insight from CMY finalists in the blog before the winner is announced at Content Marketing World in September. 

Less than five years ago, social media giant LinkedIn wasn’t the top result for searches related to LinkedIn for marketing. Sites that covered social media best practices, such as Social Media Examiner, outranked it.

Using a progressive content strategy built from a single type to a symphony of multimedia jams, the LinkedIn’s Sales and Marketing Solutions group claimed its search spot and developed a healthy following along the way. As head of content and social media marketing for the group, Jason Miller orchestrated it all, and earns a 2018 Content Marketer of the Year nomination.

Taking a spin through his set list may inspire hits of your own.

Continue Reading

By carla-johnson published August 17, 2018

Xerox Prints New Vision With Marketing

xerox-new-visionEditor’s note: Bertrand Cerisier is a finalist for 2018 Content Marketer of the Year. We’ll share insight from CMY finalists in the blog before the winner is announced at Content Marketing World in September.

When you imagine the future of work, what comes to mind? Does your futuristic workspace include printers? Does it even use paper?

If not, you’ve got a good idea of the messaging challenges the global marketing team at Xerox faced. How do you convince the changing workforce that a company known for its printers should be part of that future? And that those very printers can do more than churn out paper?

Continue Reading

By carla-johnson published August 10, 2018

How Content Marketing Became One Brand’s Trusted, Unified Source

content-marketing-trusted-unified-source

Editor’s note: Glenn LaFollette is a finalist for 2018 Content Marketer of the Year. We’ll share insights from CMY finalists in the blog before the winner is announced at Content Marketing World this September.

“Nobody just buys the art … They want the stories behind the art.”

This callout from the second issue of JLL’s Ambitions magazine comes from an interview with Adam Voss, who the magazine calls “the Anthony Bourdain of brand storytelling.” The quote comes as Adam describes his award-winning online documentary series 12 for 12.

Swap the word “art” for “commercial real estate services,” and you get a good summation of the philosophy underpinning the content marketing efforts at JLL.

Continue Reading