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 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.

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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.

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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?

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By carla-johnson published August 10, 2018

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

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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.

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By carla-johnson published August 3, 2018

Aon Shares Why Its Content Scorecard Is a Must

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Editor’s note: Venetta Linas Paris 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.

We talk a lot in content marketing about how stories can engage, educate, and win over audiences. Yet many of us struggle to measure the impact of the stories we tell.

At a data-driven company like global professional services firm Aon, one-dimensional views of a story’s effectiveness (such as traffic or social sharing) won’t cut it. Marketing-qualified leads (MQL) and conversion rates aren’t part of the mission of the company’s brand journalism platform, The One Brief, so they’re not even part of the discussion.

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By carla-johnson published July 27, 2018

Symantec Wins at Content by Responding to Its Audience

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Editor’s note: Randi Bartelmie is a finalist for 2018 Content Marketer of the Year. We’re sharing insights from all CMY finalists in this blog before the winner is announced at Content Marketing World this September.

Know your audience. That mantra is repeated in nearly every content and marketing discipline.

What’s easy to overlook, though, is that the process of getting to know your audience can lead you to the unexpected. And that can take your strategies in new directions.

Of course, recognizing the discoveries is one thing. Capitalizing on them is a longer process.

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By carla-johnson published July 20, 2018

How NASCAR Drives Better Storytelling With a Unified Team

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Editor’s note: Evan Parker is a finalist for 2018 Content Marketer of the Year. We’ll share insight from all the finalists in this blog before the winner is announced in September at Content Marketing World.

Enterprise content marketing is an exercise in collaboration. Planning, creating, distributing, and promoting content typically involves people on more than one team. It also leads to overlapping or conflicting priorities that can slow everything down.

That’s the challenge Evan Parker faced when he set out last year to lead NASCAR’s new content team.

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By carla-johnson published January 8, 2018

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

one-thing-killing-ideasCreativity. We all want it. Unfortunately, we tend to give up on it over time.

When we’re just starting our careers, we’re excited. We’re going to take the world by storm. We approach our boss every morning with a new, brilliant idea. Getting a “yes” on something truly different seems like just a matter of statistics: The more we swing, the greater the chance we’ll get a hit. We have a high tolerance for risk and a high tolerance for rejection.

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By carla-johnson published November 3, 2015

How to Convert Customers’ Passions Into Inspiring Content

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Western Union banks on its customers’ passions to inspire remarkable content. Laston Charriez, the company’s senior vice president of marketing for the Americas, explains how it innovates in a conservative industry.

Few brands have been household names as long as Western Union. Launched in 1851 as the New York & Mississippi Valley Printing Telegraph Company (the company changed its name to Western Union in 1856), the brand boasts an impressive list of “firsts”: the first transcontinental telegraph, first trans-Atlantic cable, the historic telegram that confirmed the Wright brothers’ first flight, and the world’s first commercial beam radio system.Continue Reading

By carla-johnson published August 30, 2015

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

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All the world’s a stage, and all the men and women merely players; they have their exits and their entrances; and one man in his time plays many parts, his acts being seven ages.

– William ShakespeareContinue Reading