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Heroes and Underdogs: How Content Marketing Levels the Playing Field (Additional Session)

NOTE: Both sessions of this roundtable are now SOLD OUT. To be put on a waiting list, please contact Marilee (303-607-9957).

Join us for our first breakfast roundtable of 2013, hosted and facilitated by Carla Johnson, Type A Communications, and sponsored byEncana Corporation.

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 valuable to say. Today’s effective marketer needs to understand the dynamics of content marketing and how it fits into marketing and sales system.

Content marketing is more than white papers, posts, tweets and YouTube videos. It requires a thoughtful approach and sustainable storyline that reflects the social nature of business today, and how to connect with customers in meaningful, relevant ways. During this interactive round table, attendees should be prepared for a lively discussion that covers:

  • How content marketing is changing the dynamics of B2B marketing
  • The importance of tying content marketing to business objectives
  • Why you need to create content with context across marketing and sales channels

Continental breakfast will be provided.


Carla Johnson
Principal, Type A Communications Carla has a 20+ year career helping companies tell better stories. Since launching her agency, Type A Communications, in 2001, she has helped organizations build stronger brand engagement through content marketing and storytelling. Her clients have included companies such as Motorola Solutions, Sybase, VMware, TeleTech, Encana Oil & Gas, the U.S. Army Corps of Engineers, the Business Marketing Association and numerous other multi-national corporate, government and nonprofit organizations. Carla’s a consultant to the Content Marketing Institute, a frequent speaker, contributing author to the book, "Advice From the Top: The Expert Guide to B2B Marketing," and writes articles on the power of storytelling, content marketing and B2B marketing for Chief Content Officer magazine, CMSwire and other high-tech, industrial and business audiences. Follow her on Twitter @carlajohnson.

Thursday, January 24, 2013 10:00 am - 11:30 a.m.


Hyatt Regency Denver at Colorado Convention Center, Quartz Meeting Room, 650 15th Street, Denver, CO 80202

Parking is available at the Hyatt for $15 for 1-3 hours. The Pavilions on 16th Street Mall also offers parking and several surface parking lots are nearby. There is also metered street parking.

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  • BMA Members: $15
  • Not-yet Members: $30


Deadline: 1/22/2013
Maximum Attendees: 25