1. Heroes & Underdogs:
How Content Marketing Levels
the Playing Field
Carla Johnson
Principal
t: @CarlaJohnson

2. Content marketing is like sex in high school:
Everyone says they’re doing it… but few really
do it well.
Source: MarketingProfs

3. 5,000
MESSAGES A DAY

5. CARLA JOHNSON :: Principal
@CarlaJohnson

6. CONTENT MARKETING
DOESN’T COMPETE
WITH OTHER MARKETING

7. John Deere launched
THE FURROW
in 1895.
Today :
1.5M circulation
40 countries
12 languages

8. 91%
OF B2B MARKETERS USE
CONTENT MARKETING

9. MARKETERS
5% have a content marketing strategy
Use an average of 12 different tactics
Biggest increase from 2011 to 2012:
• Research Reports
• Videos
• Mobile Content
• Virtual Conferences

11. Social Media Impacts
B2B Decision Makers Worldwide
B2B decision makers who 60% of B2B decision Decision makers are
maintain a social makers use social media actively participating in a
network profile has to help inform variety of ways:
increased significantly professional decisions
o Reviewing products &
services
o Posting in forums

12. TODAY’S
CONVERSATION
Business
Objectives
Context
Measurement

13. TYING
CONTENT MARKETING TO
BUSINESS
OBJECTIVES

14. THE CEO/MARKETING
DISCONNECT
73 %
of CEOs think marketers lack
business credibility and aren’t
the growth generators they
should be
69 %
of marketers feel their
strategies do make an impact
on the business, even if they
can’t quantify or prove it.
Source:
The
Fornaise
Marke2ng
Group

16. BUSINESS OBJECTIVES
VS ACTIVITY
Objective: Improve customer engagement and upsell
Web
Traffic
Qualified
Leads
30% 90%
Average
Engagement
3RD PARTY
2 min CONVERSIONS

17. CONTENT
WITH
CONTEXT

18. “People will forget
what you said,
people will forget
what you did, but
people will never
forget how you
made them feel.”
- Maya Angelou

19. PERSONAS
Composite of characteristics of a group of
people
Understand their perspective, fears, drivers and
content needs:
Types of content
o How they access it
o What messages resonate with them
o What matters when in the buyer’s cycle

20. CONTENT
MARKETING
FUNNEL
Source: Managing Content Marketing

21. 5 W’S OF CONTENT
WHO are you talking to?
WHEN in their decision-making process?
WHERE/HOW are they connecting with you?
WHAT do they want to know?
WHY do you matter to them?

22. MEASUREMENT
WITH MEANING

23. MEASUREMENT
GUIDELINES
1. Tie to your business objectives
2. Know what’s important to measure
3. Measure what drives the behavior you want
4. Use metrics to make refinement
5. Be OK with failure

24. Carla Johnson, Principal
Type A Communications
(720) 344-0987
carla@goTypeA.com
www.goTypeA.com
Type A Communications
@carlajohnson