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Webinar: Building the Beast - 5 Steps to Creating an Actionable Content Marketing Strategy

Marketing has changed significantly in the last few years. As the number and ways we can connect with customers continues to expand, so does our ability to listen, get feedback and respond. But there’s a difference between just pumping out content because technology now makes it easier and having something relevant to say. Today’s B2B marketer needs to how content marketing feeds the new buyer’s journey has changed and why you need a thoughtful strategy in place to drive the sales and marketing engine.

Smart marketers know they can’t do everything and be everywhere. But how do you determine your priorities? Developing a content strategy that tells a consistent story to a specific audience serves as the first step. But that strategy requires a relevant, contextual approach and sustainable storyline that reflects the social nature of business today. During this introductory level presentation, Carla will cover:

  • Why a content strategy matters
  • How it affects the success of a content marketing program
  • How to develop a business case to gain executive support
  • Specific steps to create a content strategy
  • What 2 questions to ask as soon as you leave this program

Materials following the webinar
Carla's slides and the webinar recording will be available to all registrants the day after the live presentation!


Carla Johnson
Principal, Type A Communications

Carla Johnson, Principal, Type A Communications, helps companies tell better stories in order to build stronger brand awareness, create employee and customer engagement, align marketing with sales, and, ultimately, generate top-line revenue. Her clients include companies such as Motorola Solutions, VMware, Western Union, American Express, the U.S. Army Corps of Engineers and numerous other corporate, government and nonprofit organizations. She’s a Lead Consultant to the Content Marketing Institute, on the Board of Directors for the Business Marketing Association, an Instructor for the Online Marketing Institute, a frequent speaker, contributing author to the book, Advice from the Top: The Expert Guide to B2B Marketing, and writes on the power of brand storytelling, content marketing, sales enablement and innovation for the Content Marketing Institute, Chief Content Officer magazine, CMSwire and other high-tech, industry and business audiences. Follow her on Twitter @carlajohnson.

[email protected]

Tuesday, February 4, 2014 12 Noon - 1 pm MST


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  • BMA Members: $20
  • Not-Yet Members: $40


Deadline: 2/3/2014
Maximum Attendees: 200

Event Sponsors

Content Marketing Institute