Articulating and telling the story is one part of the equation. Operationalizing it is another. Carla and Robert show marketers why they need to understand how to create a framework that lets them take their purpose within the organization – storytelling – and operationalize it across the enterprise
– Mark Wilson
Senior Vice President, Marketing, Blackberry
Experiences: The 7th Era Of Marketing
– By Robert Rose & Carla Johnson
Content Marketing, and creating content-driven experiences have proven to be an extraordinarily powerful new way for marketers to create value for business. The challenge now is how to transform marketing from a subservient department that only describes the value of a product or service – into a department that knows how to create, manage and lead the creation of value for customers over the next decade. In Experiences: The 7th Era of Marketing, Robert Rose and Carla Johnson explain why the future of the marketing department is in a new process called Content Creation Management – which focuses on the design of experiences that inspire, inform, entertain and deliver differentiated value to customers.
Let’s face it…content marketing is all the rage. Brands around the world are spending (on average) over 25% of their total marketing budget on content marketing. There have been countless books and resources that have covered all aspects of content marketing… from the why to the what to the where…but oddly enough, rarely the how. Not until now that is. Managing Content Marketing shows you, in detail, how to manage content marketing within your organization. Whether you come from a small company or multi-billion dollar brand, this book will give you the ammunition and the ideas to develop a storytelling process that will create passionate subscribers to your brand.