San Francisco, California
London, United Kingdom
Heroes and Underdogs: How Content Marketing Levels the Playing Field
Carla Johnson, Principal at Type A Communications
Marketing has changed significantly in the last few years. As the number and ways we can connect with customers continues to expand, so does our ability to listen, get feedback and respond. As a result, marketers need to create an effective strategy for this new environment and content marketing is proving to be the key. But content marketing is more than publishing white papers, posting, tweeting and pumping out YouTube videos. It requires a thoughtful approach that reflects the social nature of business today, and how to connect with customers in meaningful, relevant ways. During this session you'll learn:
• The importance of tying content marketing to business objectives
• Why you need to create content with context
• How to create measurement with meaning
Carla has a 20+ year career helping companies tell better stories. Since launching her agency, Type A Communications, in 2001, she has helped organizations build stronger brand engagement through content marketing and storytelling. Her clients have included companies such as Motorola Solutions, Sybase, VMware, TeleTech, Encana Oil & Gas, the U.S. Army Corps of Engineers, the Business Marketing Association and numerous other multi-national corporate, government and nonprofit organizations. Carla’s a consultant to the Content Marketing Institute, a frequent speaker, contributing author to the book, “Advice From the Top: The Expert Guide to B2B Marketing,” and writes articles on the power of storytelling, content marketing and B2B marketing for CMSwire and other high-tech, industrial and business audiences. Follow her on Twitter @carlajohnson.
When & Where
The Business Marketing Association is the leading professional resource for B2B marketers and communicators. We connect members with the kind of knowledge, people and programs that make achieving their companies’ objectives more efficient and effective.