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Experience All Areas of Business with Carla Johnson [#AtomicFeature:017]


Are you exposed to all areas of your business?

What have you learned from other functions of your business that can be applied to marketing? Or, more specifically content marketing?

According to one of our most experienced content marketing influencers, Carla Johnson, gaining experience in all areas of your business is the key to a comprehensive content strategy.




Carla Johnson is a Keynote Speaker, Storyteller and Author.

She has spent the last two decades developing into a storytelling expert. She is an award-winning communicator, prolific author, and innovator that helps companies leverage the art of storytelling to realize actionable results.

Johnson has shared her insightful knowledge at numerous events and offers numerous training and coaching services.

Check out her insights below:




1. What are the elements of a successful Content Marketing program?

 A solid, documented content marketing strategy that has buy-in and then is managed by a dedicated editorial team.



2. What are the most common mistakes you have noticed marketers make with their Content Marketing?

They don't start with a content marketing mission statement, so they don't stay true to any one purpose.

This makes it hard from them to say no to things and that means they soon lose focus, commitment and results.



3. In your opinion, which brand(s) do Content Marketing really well? Why?

Lincoln Electric and what Craig Coffey, Director of Marketing Communications, has done over the last 4-5 years with Arc Magazine.

He's build a significant audience in the welding industry through high-quality content that completely set the company apart.

He's consistently smart with both his strategy and execution.

4. What is your favourite content marketing tool (or hack or resource)?

I'm a big fan of DivvyHQ because of how well it streamlines work and gives team members line-of-site into what's in progress.

5. What are your predictions for Content Marketing in 2019 and beyond?

That we'll begin to better balance all the technology and hardcore data and analytics with greater creativity.

We can do this by taking consistently taking smart risks in small amounts to push the boundaries of what people expect from content marketing and the greater marketing role in general.

6. How will AI or Machine Learning impact Content Marketing?

AI and Machine Learning will have a tremendous impact on content marketing because they both help marketers better focus on customers and take care of what they need in real time.

Data that's collected and generated by algorithms makes it easy for marketers to understand what customers.

This means what content to use to target them through which channels and at what time.

AI can create much more personalized experiences and that makes people feel more at ease with a brand.

7. What advice would you give to a Content Marketing newbie?

To get as much experience across all areas of a business.

That's key to understanding how content marketing can add value and serve customers in a way that matters most to them.


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Published on May 9, 2019

Topics Content Marketing Trends Content Marketing Influencers