carla johnson

  • How to Convert Customers’ Passions Into Inspiring Content

    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 c ...

    Content Marketing Institutein Content How To's- 32 readers -
  • Are CMO Ambitions Too Low?

    Ambitious CMOs focus on building credibility for their team. Is that enough? Some wonder if CMOs have what it takes to become the next CEO. Are we setting our sight too high? Actually, I read a report this week that points out that even these ambitions are too low. The Report – When and How Does Board-Level Marketing Experience Impact Firm Performance? –released by the Ma ...

    B2B Marketing Insider- 27 readers -
  • Marketing’s Leadership Role in Driving Revenue

    Marketing executives must walk a fine line between building pipeline, meeting revenue expectations, managing customer experience, delivering new prospects and building and maintaining a productive team with the proper skill set. What does it take to make it all happen? That was the question at hand for a panel that Carlos Hidalgo, president of ANNUITAS hosted at Content Marke ...

    B2B Marketing Insider- 21 readers -
  • How Marriott And GE Built Audiences Through Experiences

    In 1990, there were only eight channels to reach someone – events, direct mail, fax, TV, radio, phone, billboards, and print magazines and newsletters. We didn’t have a lot of competition for someone’s attention. But today we do. Marketers constantly battle to prove how we’re “better” than the competition and we’re terrible at it.

    B2B Marketing Insiderin Content How To's- 22 readers -
  • Are You Missing The Most Important Audience for Your Content Marketing?

    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 Shakespeare A few years ago I worked with a telecom company that struggled to get traction with its audience. “We have a content marketing strategy,” the staff said. “We publish. We promote.

    Content Marketing Institutein Content- 21 readers -
  • Simplicity And Brand Experience: Margaret Molloy On The Siegel+Gale Simplicity Index

    “Making the simple complicated is commonplace; making the complicated simple, awesomely simple, is creativity.” – Charles Mingus The biggest challenge that enterprise B2B organizations face is how hard it is to talk about what they sell in simple language. There’s few guides to help B2B companies maneuver through this quagmire, but Margaret Molloy, Global CMO and Head of Bus ...

    B2B Marketing Insider- 18 readers -
  • 5 Keys For Planning Content For Mobile Audiences

    Mobile is no longer the future of marketing – it’s the present. For marketers, mobile is the “last mile” of effectively connecting with audiences. Pew Research points out that nearly 60% of the U.S. adult population now owns a smartphone and almost half own a tablet. For many people, mobile content is their most common form of consumption.

    B2B Marketing Insiderin Content- 5 readers -
  • Lincoln Electric Changes Perception of Industry with Brand Storytelling

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    B2B Marketing Insiderin Content- 19 readers -
  • The Rise Of The Citizen Storyteller: Part 2

    For a company to make the transition from telling stories to creating brand experiences, they have to focus on the power of their employees to amplify the purpose and essence of the brand story. Confining storytelling just to marketing or PR limits the value and impact that storytelling can make. It’s what David Packard, one of the founders of Hewlett-Pack, understood when he ...

    B2B Marketing Insiderin Content- 10 readers -
  • Why B2B Suffers From Marketing Myopia

    In 1960, American economist and Harvard Business School professor Theodore Levitt wrote a paper called “Marketing Myopia,” which was published in the Harvard Business Review. In it, he suggests that “businesses will do better in the end if they concentrate on meeting customers’ needs rather than on selling products.” Certainly a groundbreaking concept at the time.

    B2B Marketing Insiderin Content- 16 readers -
  • 6 Elements Of Remarkable Storytelling

    Whether he knew it or not, my grandfather was a master storyteller. He was born on a small farm outside idyllic Faaborg, Denmark and immigrated to America when he was a mere 14 years old. He traveled around the country as a young man, and finally joined the army during WWI so he could have U.S. citizenship. Growing up, he wooed my family with stories of his life.

    B2B Marketing Insiderin Content- 15 readers -
  • Aon Stops Shoveling Quicksand, Partners With Manchester United

    Aon signed an eight-year, $240 million sponsorship of Manchester United in April 2013. The deal extended the relationship that Aon started in 2009 when it invested $130 million over four years to display its brand on Manchester United jerseys. But Aon’s sponsorship of the famed British soccer club looks unlike any you’ve ever known.

    Content Marketing Institute- 13 readers -
  • A Marketer’s Search For Meaning: 5 Attributes of Relevancy

    I read an article the other day that said that people are hired for hard skills and fired for a lack of soft skills. I’ve found this to be true, and even more so for marketers as our pace of change keeps picking up speed. I listen to marketers talk about the struggles they have in their organizations and I notice something.

    B2B Marketing Insider- 13 readers -
  • What Marketing Can Learn From IT About Content

    More than a decade ago, 17 software developers gathered for a weekend to talk about development methods. One of the outcomes was the Agile Manifesto – a document that shared the groups’ belief of a better way to develop software and their collective values: Individuals and interactions over processes and tools Working software over comprehensive documentation Customer c ...

    B2B Marketing Insiderin Content- 11 readers -
  • Overt or Covert: What’s Your Content Culture?

    One of the questions I’m asked most often is, “How do I convince my boss/CMO/executive to do content marketing?” I tell these people what every great sales person knows – you don’t convince anyone of anything. Despite what the old adage says, it can be nearly impossible to lead a horse to water, much less teach him or her how to drink.

    B2B Marketing Insiderin Content- 10 readers -
  • Experiences: The 7th Era of Marketing

    I’m excited to share the release of a new book that I’ve co-authored with the uber talented Robert Rose – Experiences: The 7th Era of Marketing. As anyone who’s written a book knows, it’s no small feat. We’ve spent the last year synthesizing five years of research, workshops, consulting engagements and conversations with more than 100 global brands.

    B2B Marketing Insiderin Content- 12 readers -
  • Using Purpose-Driven Content To Create Buyer Experiences

    It’s no secret that the information pools that buyers can tap are overflowing. It’s time, however, that we start looking at the customer decision journey with a different perspective and begin focusing on purpose-driven content that creates distinguishing experiences for audiences. For the past few years, we’ve belabored the point that marketers need to map the customer decision journey.

    B2B Marketing Insiderin Content- 8 readers -
  • Content Marketing And The Rise Of The Citizen Storyteller

    For companies to make the transition from telling stories to creating brand experiences, they have to focus on the power of amplifying the essence of their brand story. Confining storytelling strictly to the brand or PR teams limits the value and impact that can be had. Creating citizen storytellers isn’t only about tapping the ranks for ideas to develop into content.

    B2B Marketing Insiderin Content- 6 readers -