Teaching the Choir to Sing: The Communicator's Role in Content Marketing
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@CarlaJohnson Teaching the Choir to Sing The Communicator’s Role in Content Marketing Carla Johnson President, Type A Communications @carlajohnson
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The marketing and communication profession is abuzz with “content marketing.” While the label is new, the practice isn’t. What is new is the breadth and depth with which it is becoming engrained within organizations and how communicators need to be willing to take a leadership role in brand storytelling, one of the foundational elements of content marketing. One of the biggest challenges that communicators face is the ability to tell a consistent story. It’s hard enough to get everyone in a siloed communications department on the same page, much else everyone else in the organization. But not teaching employees how to tell your brand story can have significant financial impacts to a company. An inconsistent story can create a disjointed customer experience. Not knowing the story can result in disengaged employees. And an engaged audience telling a consistent story means better financial returns and a richer customer experience. This presentation explains: • What content marketing is and why communicators need to pay particular attention • The importance of brand storytelling across your organization • The impact that untrained employees can have on customer satisfaction and overall performance • A framework to establish an internal process to create effective brand storytelling
Transcript of Teaching the Choir to Sing: The Communicator's Role in Content Marketing
@CarlaJohnson
Teaching the Choir to Sing The Communicator’s Role
in Content Marketing
Carla Johnson
President, Type A Communications
@carlajohnson
@CarlaJohnson
ABOUT CARLA JOHNSON
WHAT IS
CONTENT
MARKETING?
@CarlaJohnson @CarlaJohnson
WHAT IS CONTENT MARKETING?
Content marketing is a strategy focused on the creation of a valuable experience. It is humans being helpful to each other, sharing valuable pieces of content that enrich the community and position the business as a leader in the field. It is content that is engaging, eminently shareable, and, most of all, focused on helping customers discover (on their own) that your product or service is the one that will scratch their itch. - Managing Content Marketing
@CarlaJohnson
Content marketing isn’t new.
But today there’s more emphasis on owning media, rather than renting it.
@CarlaJohnson
The difference between an audience and a community is which way the chairs face. Chris Brogan Human Business Works
WHY CONTENT
MARKETING
MATTERS
@CarlaJohnson
School
@CarlaJohnson
Goldfish attention span = 9 seconds
Human attention span = 8 seconds
@CarlaJohnson
DEMAND FOR OUR ATTENTION
• 1977 – 560 messages a day
• 1997 – 3,000 messages a day
• 2013 – 13,000 messages a day
BRAND
STORYTELLING
@CarlaJohnson
@CarlaJohnson
Rob Walker, Columnist, New York Times Author Buying In: The Secret Dialogue Between What We Buy and Who We Are
A Harvard Business Review article describes an experiment that Walker conducted by taking ordinary objects, creating great stories about them, and then selling them on eBay. The items sold, on average, for 2700% more than he paid for them. Read the article at: http://bit.ly/MwQnX4
@CarlaJohnson
BRAND STORYTELLING
• Articulates what the brand stands for
• Expresses in what the brand believes
• Gives employees purpose
• Emotionally connects with customers
• Puts audiences in the role of the hero
• Serves as the “North Star"
@CarlaJohnson
@CarlaJohnson
What about employees?
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• A consistent story and customer experience
• Great employee engagement
• Better business results
• Creates “insurance” for all external spend
INTERNAL BRAND STORYTELLING DRIVES
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BRAND STORYTELLING SHARES A UNIFIED IDEA ABOUT A BRAND
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IMPACTS OF ENGAGEMENT
• Disengagement leads to* –
₋ Greater performance risk
₋ Vulnerable to lower productivity, higher inefficiency, weaker customer service, and greater rates of absenteeism and turnover
• Companies with sustainably engaged employees had operating margins 3xs those of disengaged workers*
• Companies with high levels of engagement experienced 147% higher EPS**
• Active disengagement costs US companies $400-500B per year**
*Towers Watson 2012 Global Workforce Study; **Gallup 2013 State of the Global Workforce
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BRAND STORYTELLING & SALES
• Misalignment between sales and marketing causes the typical company to underperform by 10-20% in annual revenue. (IDC)
• Best-in-class organization that integrate sales and marketing outperform those that don’t by as much as 24% in average revenue growth. (Sirius Decisions)
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Basically, the overwhelming majority of executive level buyers tell us that how a vendor engages with them differentiates them a lot more than what their products and services are or do. Scott Santucci Forrester Analyst
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High-performing sales people are almost twice as likely to be highly engaged as lower-performing sales employees (44% vs 24%)
44%
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BRAND STORYTELLING & HR
• HR as the “new” marketing department?
• Few companies extend their brand story to the employees they hope to recruit
• In order to have the right people tell the right story, you have to employ the right people
• HR includes recruitment, hiring, compensation, recognition, development, benefits, etc.
@CarlaJohnson
@CarlaJohnson
BRAND STORYTELLING & ENGAGEMENT
Rate by which actively disengaged employees continue to outnumber engaged employees.
2:1 Source: Gallup: 2013 State of the Global Workforce
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GALLUP’S 2013 STATE OF THE GLOBAL WORKPLACE
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EXAMPLES:
BRAND
STORYTELLING
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@CarlaJohnson
EVOLVING CONTENT INTO BRAND STORYTELLING
Thought Leadership Storytelling
Meet Demand
The Efficient Funnel
Creates Trust
Be Found
Generate Awareness
Trust
Creates Demand
Differentiates
Creates Evangelists
Context Aware
Source: Robert Rose, Chief Strategist, Content Marketing Institute
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• Operated as a single company for 80 years
• January 2011 Motorola split into 2 companies
• Created an imperative to tell a clear, compelling story
• Provided an opportunity to teach employees about the contributions and impact they make
• Foster a new sense of pride and enhanced employee engagement
@CarlaJohnson
CREATING TANGIBLE EXPRESSIONS OF CHANGE
@CarlaJohnson
CREATING TANGIBLE EXPRESSIONS OF CHANGE
@CarlaJohnson
@CarlaJohnson
@CarlaJohnson
DEFINE PAIN
SOLUTION VISION
SOLUTION VALUE
Marketing
MARKET RESEARCH
IDEA GENERATION
CONCEPT FEASIBILITY
CONCEPT DEVELOPMENT &
PROJECT PLANNING
DESIGN & DEVELOPMENT
RAMP UP
LAUNCH & PRODUCTION
START-UP PRODUCTION
EMERSON BEGINS AT STAGE GATE ZERO
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EMERSON’S HUMAN-CENTERED DESIGN
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@CarlaJohnson @CarlaJohnson
DRIVING
BRAND
STORYTELLING
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BRINGING YOUR STORY TO LIFE
• Communicate the “why” of your brand story
• Bring your story to people; don’t expect them to come to you
• Build and sustain excitement
• Be fun and human
@CarlaJohnson
Source: Robert Rose, Chief Strategist, Content Marketing Institute
FRAMEWORK TO TEACH THE CHOIR TO SING
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Source: Robert Rose, Chief Strategist, Content Marketing Institute
FRAMEWORK TO TEACH THE CHOIR TO SING
@CarlaJohnson
People will forget
what you said,
people will forget
what you did, but
people will never
forget how you
made them feel.
- Maya Angelou
@CarlaJohnson
Carla Johnson, Principal Type A Communications (720) 344-0987
www.goTypeA.com
Type A Communications @carlajohnson Carla Johnson
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