Carla Johnson is a speaker and strategist who focuses on marketing and customer experiences. She discusses how marketing has evolved from focusing on relationships to creating valuable experiences for customers. She outlines a 12-step content creation management framework to help organizations manage and measure content-driven experiences. The framework includes defining roles, organizing content teams, managing a portfolio of experiences, and measuring outcomes rather than just tactics.

1. Carla Johnson
Speaker. Strategist. Storyteller.
@CarlaJohnson

2. 2
Carla Johnson
@Carla Johnson

3. Where’s Marketing Headed?
@Carla Johnson

4. “Companies are increasingly
enhancing the value of their products
by creating customer experiences.
Some deepen the customer
relationship by leveraging what they
know. Others focus on breadth by
creating touchpoints.
High performing brands do both for
the “total experience”. The most
important marketing metric will soon
change from share of voice to share
of experience.”
@Carla JohnsonSource: The ANA

5. @Carla Johnson
1.
Evolution of
customer
relationship
2.
Democratization
of content and
experiences
3.
Marketing’s
evolution in the
business
What has Changed for Marketing?

6. @Carla Johnson
1. It’s beyond relationships
• Disruption of digital more
broadly
• “Relationship” expectations
have changed
• Loyalty is to alignment of value
and approach, not to product or
service

7. @Carla Johnson
2. Democratization of content experiences
• Decline of “reach and
frequency” as focus
• Ease of publishing has created
“small marketing”
• Power AND risk of not
maintaining a brand audience
• Value must be continually
created

8. @Carla Johnson
3. Marketing’s evolution in the business
• Beyond organizing around
technology or platforms
• Marketing must be strategic
differentiator of the business
• Creating value, not just
describing it

9. @Carla Johnson
What’s Changed for Marketing?
Marketing – and thus content – is the
distinguishing function of the business
We delight audiences as a means to not just
create, but evolve customers
We not only describe value, we create it.

10. “The purpose of business is
to create a customer. The
business enterprise has two
– and only two – basic
functions: marketing and
innovation.
Marketing and innovation
produce results; all the rest
are costs. Marketing is the
distinguishing, unique
function of the business.”
- Peter Drucker, 1954
@Carla Johnson

11. @Carla Johnson
1
Trade Era
1850s-1900s

12. @Carla Johnson
1
Trade Era
1850s-1900s
2
Production
Era
1900s-1920s

13. @Carla Johnson
1
Trade Era
1850s-1900s
2
Production
Era
1900s-1920s
3
Sales Era
1920s-1940s
4

14. @Carla Johnson
1
Trade Era
1850s-1900s
2
Production
Era
1900s-1920s
3
Sales Era
1920s-1940s
4
Marketing
Department Era
1940s-1960s

15. @Carla Johnson
1
Trade Era
1850s-1900s
2
Production
Era
1900s-1920s
3
Sales Era
1920s-1940s
4
Marketing
Department Era
1940s-1960s
5
Marketing
Company Era
1960s-1990s

16. @Carla Johnson
1
Trade Era
1850s-1900s
2
Production
Era
1900s-1920s
3
Sales Era
1920s-1940s
4
Marketing
Department Era
1940s-1960s
5
6
Relationship Era
1990s-2015
Marketing
Company Era
1960s-1990s

17. @Carla Johnson
1
Trade Era
1850s-1900s
2
Production
Era
1900s-1920s
3
Sales Era
1920s-1940s
4
Marketing
Department Era
1940s-1960s
5
6
Relationship Era
1990s-2015
7
Experiences
Era
2015-???
The Experiences Era
Marketing
Company Era
1960s-1990s

18. 18
@Carla Johnson

19. Marriott launched a content studio
“content is just a part of the overall
travel experience we provide, we
believe Marriott can become the
world’s leading publisher of travel
lifestyle content for the next
generation”
“Whether scripted or unscripted, the
hotels are a character in the story.
It’s not about integrating ourselves
into the content.”
- David Bebee, Vice President, Global Creative
and Content Marketing at Marriott International
@Carla Johnson

20. “Qualcomm is a company built by
inventors, and we’re reimagining
the future of communication and
technological empowerment. But
we aren’t doing it alone.
Qualcomm Spark celebrates
inventors everywhere by telling
their stories, and exploring a world
that’s changing every day, for the
better.”
Qualcomm launched a hub for futurists
@Carla Johnson

21. Its physical experience is now a
“coffee shop” with comfy chairs,
magazines, a coffee bar and a
feast of informative and
entertaining videos from
its 24/7 broadcast
offering.
@Carla Johnson
Jyske Bank launched a media company

22. “If you can’t
describe what
you’re doing as a
process, you don’t
know what you are
doing.”
- Dr. W. Edwards Deming
@Carla Johnson

23. Content Creation Management
@Carla Johnson
is the 12-step CCM
framework is a process that
helps us describe how to
manage and measure
content-driven experiences
within the organization
Managing Experiences

24. @Carla Johnson
Inspire a revolution in the organization
Create: Make content a real function
Leverage the pocket(s) of
excellence in content
marketing to start
something.
Where to start?
Where does it hurt?

25. @Carla Johnson
Recruit a team to lead
Create: Make content a real function
Function before form. Find
people who can help. Build
the team. Make it real.
Buy-in and alignment with
the FUNCTION is the
important part. What’s the
purpose?

26. @Carla Johnson
Plan an evolution
Create: Make content a real function
With the team engaged
emotionally…now comes
the business case.
It’s the group’s focus to
make content real, not to
create projects…yet.

27. @Carla Johnson
Define roles and
responsibilities
Organize: Make content a real function
Sr. management’s blessing key
• Real responsibility - job
description
• Actual measurability and
accountability
• Focused purpose for the group

28. @Carla Johnson
Organize: Make content a real function
Write a charter for
CCM…then refer to it
and use it
Create a content mission and
then formalize roles

29. @Carla Johnson
A few examples:
One leader
Central, dedicated team
Aligned to demand-gen
Many teams
One is the media lab
Creating content
Innovation for corp mktg

30. @Carla Johnson
Extreme Example:
Completely separate
company
Dedicated team
Focused on brand

31. @Carla Johnson
Independent of size, from purpose
comes charter. 4 main components:
Planning – using long-range calendars to
budget and execute plans.
Storytelling – determining overall narrative &
experiences to be created.
Production & Publishing Management – align to
global marketing and communications calendars
Engagement & Measurement – the “keeper of
the content” – mapping and managing
experiences.

32. @Carla Johnson
We are trained, as marketers, to think
medium first, message second.
Media companies, good editors,
storytellers think differently.
The need for this will vary because of
your purpose. (see charter)
Four components:
1. What’s your goal?
2. Who will satisfy that goal?
3. What value will we deliver to them?
4. What makes our approach different?

33. @Carla Johnson
We now have a functioning group that is
ready to manage a portfolio of content-
driven experiences.
Content as a marketing group can now
be scaled as necessary.
Now it is time to take the Form and
actually start doing…
Organize: Gives the function form

34. @Carla Johnson
Manage: a Portfolio
“We are what we repeatedly
do. Excellence then, is not an
act, but a habit.”
This is where many actually
start their content marketing
process
This is where becoming a “media
company” is critical.
CCM becomes an “idea factory” building
maps for using content creatively, and
effectively for business purposes.

35. @Carla Johnson
Manage: a Portfolio
Map the Experiences
Creating the plans for new content-driven
experiences
Mapping the story
Moving beyond campaign planning –
because these are not campaigns. They are
valuable products that they, themselves,
must be created, marketed and sustained.

36. 36
@Carla Johnson
Manage: a Portfolio
Build the experiences
Deploying a smart map enables you to start
measuring success immediately.
We’re looking at the success of the
experience, not the tactic
This affects how we build, launch and
ultimately sustain content-driven
experiences

37. @Carla Johnson
Manage: a Portfolio
Build the experiences
Ultimately CCM manages a portfolio of
content-driven experiences. Requires an
on-going management and new skills:
Portfolio Management – looking at the
universe of initiatives and how they
contribute
Continual Innovation – always looking at what new “maps”
needs to be drawn
Discipline – to manage, launch and decommission efforts

38. @Carla Johnson
Measurement is more than just looking at the traffic…
Don’t mistake success of the platform for success of the
business goal. Understand what the goals of the platform are
– and measure toward its contribution to the goal.
Then, the evaluation of the portfolio as a complete mix of
paid, owned and earned media becomes the
action.
Balancing the portfolio becomes the
Responsibility of the team.
Measure: Create meaning

39. @Carla Johnson
Poggio Bracciolini who
discovered
On the Nature of Things
His passion and
diligence for content is
what spawned a
renaissance.

40. @Carla Johnson
I create
remarkable
experiences

41. @Carla Johnson
Thank you!
Carla Johnson
Type A Communications
O: (720) 344-0987
M: (720) 219-3062
Carla@TypeACommunications.com
www.TypeACommunications.com
More information at
www.7thEraOfMarketing.com