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
4. 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
13. 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
14. 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
17. INTERNAL BRAND STORYTELLING
DRIVES
• A consistent story and customer experience
• Great employee engagement
• Better business results
• Creates “insurance” for all external spend
@CarlaJohnson
19. 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
20. 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
21. 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
23. 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
25. 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
28. 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
29. • 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
34. 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
38. 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
39. FRAMEWORK TO TEACH THE
CHOIR TO SING
Source: Robert Rose, Chief Strategist, Content Marketing Institute
@CarlaJohnson
40. FRAMEWORK TO TEACH THE
CHOIR TO SING
Source: Robert Rose, Chief Strategist, Content Marketing Institute
@CarlaJohnson
41. 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
42. Carla Johnson, Principal
Type A Communications
(720) 344-0987
carla@goTypeA.com
www.goTypeA.com
Type A Communications
@carlajohnson
Carla Johnson
@CarlaJohnson