Carla Johnson News & Analysis
| Wednesday Dec 11, 2013
In 2014, I wish that experiences will become an integral part of content marketing. One of the main purposes of content marketing is to build meaningful relationships with our audiences, and I would like to see that come to fruition through more in-person experiences. It’s what will truly bring brand stories to life.
In 2014, I wish that organizations would realize that teaching their own employees their brand story is 10 times more important than telling the marketplace. If you want your story to mean something, then teach it to the people who will make it real for customers. Lots of companies are telling stories these days; few companies are living them to the point of ingraining them into every corner of their organization that they can. -- Carla Johnson, principal, Type A Communications
Title image by Amodiovalerio Verde (Flickr).
| Thursday Oct 24, 2013
B2B marketers on social media need to know something before starting any campaign: Their potential buyers are focused and living and breathing in the same platform as their peers.
It’s one of the messages from Carla Johnson, principal at Type A Communications, who catches up with CMSWire in the second part of our series this week on B2B social marketing challenges.
| Wednesday Feb 27, 2013
“Those who cannot change their minds cannot change anything” -- George Bernard Shaw.
| Wednesday Jan 23, 2013
Marketing sets the tone and pace for content strategy, but there’s a great deal marketers can learn from their IT counterparts.
| Tuesday Dec 11, 2012
As we move into a new year, one thing is certain for enterprise IT: the consumerization of enterprise technology is not a trend ... it's a reality.
| Monday Dec 10, 2012
There is a growing need for a much more professional and scientific approach to the management of information.
| Monday Dec 10, 2012
Apple's beleaguered Maps app users get another warning, this time from Australian Police, called out to rescue several lost travellers in recent months trying to navigate a Victoria State National Park.
| Friday Dec 7, 2012
The social media engagement platform HootSuite has added five new apps to its directory, giving users creative freedom with the content they publish.
| Thursday Oct 25, 2012
If content marketing is supposed to support the sales cycle, why are so many companies so bad at it?
| Wednesday Sep 26, 2012
There’s a lot of chatter about content marketing these days. And rightfully so. It doesn’t matter if you’re the shop around the corner or a Fortune 100 company, done thoughtfully, consistently and responsively, content marketing builds loyalty, leads and revenues.
| Thursday Aug 23, 2012
One of the best books I’ve ever read is Simon Sinek’s "Start with Why."
The premise of Sinek’s book is that before we do anything, we need to understand our motives. He calls it our “why.”
| Tuesday Aug 21, 2012
For many organizations, their definition of customer experience falls into a customer support department heavily staffed to keep wait times for call centers low. But that’s missing the mark.
| Monday Aug 20, 2012
As the role of marketing grows with importance within organizations, budgets have begun to shift as well. With marketing becoming increasingly technology based, it now stands as an indisputable driver of IT purchases. So much so that Gartner research predicts that by 2017, CMOs will have larger IT budgets than CIOs.
| Thursday Aug 2, 2012
“Knowing yourself is the beginning of wisdom.”
When companies venture into the content marketing world, many of the conversations center around the audience, the delivery and the metrics. All important and worthwhile topics, yet there’s another, more crucial element that needs to be the foundation of your content marketing efforts -- your story.