How do you become just as successful as the big native ad studios such as T Brand Studio and Atlantic Re:think? And what does the mystical term ‘Brand Detachment Disorder’ have to do with anything?
In this episode, we welcome Carla Johnson, world-renowned storyteller, author, keynote speaker and Principal at Type A Communications. She shares her thoughts on being creative and innovative and she takes the listeners through the three essentials steps of creativity.
About today’s guest
Carla Johnson is a world-renowned storyteller, an entertaining speaker, and a prolific author.
Over the last two decades, Carla has helped architects and actuaries, executives and volunteers, innovators and visionaries leverage the art of storytelling to inspire action.
Her work with Fortune 500 brands served as the foundation for the latest of her seven books. ‘Experiences: The 7th Era of Marketing’ sets a powerful new way for marketing to create value for businesses. Named one of the top 10 influencers in business-to-business marketing and one of the 50 women in marketing, Carla regularly challenges conventional thinking.
Today, Carla travels the world teaching anyone (and everyone) how to cultivate idea-driven teams that breed unstoppable creativity and game-changing innovation.
Carla Johnson’s background and how she found her way into marketing – and what designing hospitals have to do with marketing and native advertising.
Being audience-centric; it’s something marketers want to be, but they don’t always succeed.
“In their hearts, they know that’s what they want to do, but in their heads, when they sit down to do the work, they don’t know how to actually change their behaviour to make that happen” — Carla Johnson.
“Just like with architects, we have to start out with ‘what is it that we want people to feel?’ where marketers now start out with ‘what content am I going to create?’” — Carla Johnson
Native ad studios look with envy to studios like T Brand Studio or Atlantic Re:think – should publishers just give up beforehand on trying to make campaigns like them?
And what is Brand Detachment Disorder?
“What we have to do is to look at the essence behind what makes them successful and transplant that into our own brand. I call that a brand transplant. I think that’s the key. Because what people tend to do is that they look at things like the New York Times and the Atlantic, and they think they have to copy and paste it into their own situation” — Carla Johnson
Carla Johnson’s main thoughts about creativity and innovation – and the importance of being specific in feedback.
“People think that creativity is just a miraculous talent that you either have or you don’t. And I believe that creativity is something that can be taught and learned. Just like any skill, the more you practice it, the better you get at it” — Carla Johnson
How to come up with creative ideas – even from a visit to a coffee shop – and going through the three essential steps of creativity.
“Creative people really stop and notice all the things that are going on around us. So that’s the first step, to become much more aware and start to observe the details of something that catches your attention” — Carla Johnson.
Many native ad studios have little or no marketing experience – should publishers step up to the challenge and how do they secure that clients renew the partnership and let native become a core part of their marketing efforts?
“What you need to consider is, what is that your customer wants? And what is it that will drive value and ultimately revenue for them? Because that’s when people will come back. If the source of the revenue of the native ad campaign, then brands will want to do more native ads” — Carla Johnson.
What are brands are looking for when choosing a partner and what does it take to get a good collaboration going? Hint: Communication is key!
“The biggest thing that it takes that we don’t invest in is just really really great communication. I think, sometimes because we’re in this marketing and communication space, we assume that’s the case. But that’s actually the thing that I think we can sometimes be the worst at” — Carla Johnson
What is good branded content? And why should brands do native advertising?
“Unless it delivers value, there’s no reason for people to continue to come back” — Carla Johnson
Where is the industry going in the next couple of years?
“To really be successful and for it to scale, there has to be a stronger partnership between publishers and brands” — Carla Johnson
All resources mentioned
Native Advertising DAYS 2018: https://nativeadvertisinginstitute.com/days/
Carla Johnson’s keynote at Native Advertising DAYS 2018: https://nativeadvertisinginstitute.com/days/speaker/carla-johnson/
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