Teaching the Choir to Sing: The Communicator's Role in Content Marketing

0 %
100 %
Information about Teaching the Choir to Sing: The Communicator's Role in Content Marketing
Marketing

Published on February 18, 2014

Author: CarlaJJohnson

Source: slideshare.net

Description

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

Teaching the Choir to Sing The Communicator’s Role in Content Marketing Carla Johnson President, Type A Communications @carlajohnson @CarlaJohnson

ABOUT CARLA JOHNSON @CarlaJohnson

WHAT IS CONTENT MARKETING?

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 @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 @CarlaJohnson

WHY CONTENT MARKETING MATTERS

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 @CarlaJohnson

BRAND STORYTELLING

@CarlaJohnson

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. Rob Walker, Columnist, New York Times Author Buying In: The Secret Dialogue Between What We Buy and Who We Are 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? @CarlaJohnson

INTERNAL BRAND STORYTELLING DRIVES • A consistent story and customer experience • Great employee engagement • Better business results • Creates “insurance” for all external spend @CarlaJohnson

BRAND STORYTELLING SHARES A UNIFIED IDEA ABOUT A BRAND @CarlaJohnson

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 @CarlaJohnson

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) @CarlaJohnson

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 @CarlaJohnson

44% High-performing sales people are almost twice as likely to be highly engaged as lowerperforming sales employees (44% vs 24%) @CarlaJohnson

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 2:1 Rate by which actively disengaged employees continue to outnumber engaged employees. Source: Gallup: 2013 State of the Global Workforce @CarlaJohnson

GALLUP’S 2013 STATE OF THE GLOBAL WORKPLACE @CarlaJohnson

EXAMPLES: BRAND STORYTELLING @CarlaJohnson @CarlaJohnson

EVOLVING CONTENT INTO BRAND STORYTELLING Meet Demand Be Found Generate Awareness Trust Context Aware Creates Demand Differentiates Creates Trust The Efficient Funnel Thought Leadership Creates Evangelists Storytelling Source: Robert Rose, Chief Strategist, Content Marketing Institute @CarlaJohnson

• 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

EMERSON BEGINS ATMarketing STAGE GATE ZERO DEFINE PAIN SOLUTION VISION SOLUTION VALUE MARKET RESEARCH IDEA GENERATION CONCEPT FEASIBILITY CONCEPT DESIGN & DEVELOPMENT & DEVELOPMENT PROJECT PLANNING RAMP UP LAUNCH & PRODUCTION START-UP PRODUCTION @CarlaJohnson

EMERSON’S HUMAN-CENTERED DESIGN @CarlaJohnson

@CarlaJohnson

DRIVING BRAND STORYTELLING @CarlaJohnson @CarlaJohnson

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

FRAMEWORK TO TEACH THE CHOIR TO SING Source: Robert Rose, Chief Strategist, Content Marketing Institute @CarlaJohnson

FRAMEWORK TO TEACH THE CHOIR TO SING Source: Robert Rose, Chief Strategist, Content Marketing Institute @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 carla@goTypeA.com www.goTypeA.com Type A Communications @carlajohnson Carla Johnson @CarlaJohnson

Add a comment

Related presentations

Related pages

PR's Role in Content Marketing - Marketing - documents.mx

PR’S ROLE IN CONTENT MARKETING NO BOUNDARIES KIERSTEN LAWSON Content Strategy ... Teaching the Choir to Sing: The Communicator's Role in Content Marketing.
Read more

Turning the Choir Into Preachers: How to Empower Others to ...

... 2015 How to Empower Others to Sing Your Praises Jake Jacobson @jakesjournal @childrensmercy Turning the Choir Into Preachers 2. ... Marketing; Design ...
Read more

View entire Student Organization Directory | CSI - Center ...

Being involved in student Organizations allows students to enrich their academic and social experience at CU Boulder.
Read more

Content Posted in 2014 | DigitalCommons@Cedarville

Content Posted in 2014. File. SGA ... Sing Into Spring ... The Mechanical and Clinical Reliability of the Kinetic Communicator's Gravity Correction ...
Read more

November 1 finished pages by Oakmont Village - issuu

... November 1 finished pages, Author ... in each Zone Communicator’s zone from 9 ... no responsibility for the content of any ads that appear in the ...
Read more

issuu4310 by SFCC Communicator - issuu

Service learning PG. 5 Students travel to Mississippi. The Lion’s Share PG. 9. Optimistic players PG. 12. Unique costume store in Spokane. SFCC softball ...
Read more

store.prdaily.com

Molly McKenna Jandrain is Director of Public Relations for McDonald's USA: Luke Peterson is Director of Analytics Products for Burson-Marsteller: Breakout ...
Read more