Author: Robert Rose

Robert Rose is the Founder and Chief Strategy Officer of The Content Advisory - the education and advisory group of The Content Marketing Institute. As a strategist, Robert has worked with more than 500 companies including global brands such as Capital One, Dell, Ernst & Young, Hewlett Packard, and The Bill & Melinda Gates Foundation. Robert is the author of three books. His latest, Killing Marketing, with co-author Joe Pulizzi has just been released. His last book, Experiences: The 7th Era of Marketing, was called a “treatise, and a call to arms for marketers to lead business innovation in the 21st century.” You can hear Robert on his weekly podcast with co-host Joe Pulizzi, "This Old Marketing”. Robert is also an early-stage investor and advisor to a number of technology startups, serving on the advisory boards for a number of companies, such as Akoonu, DivvyHQ and Tint. Follow him on Twitter @Robert_Rose.

By robert-rose published November 3, 2017

Audience Strategist: The New, Critical Role on Your Content Team

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Ready for a new job? No, I don’t mean that. Unless of course I do – but then that’s a different conversation for different beverages. I mean are you ready for a new role in addition to the one you have now?

Our content marketing research this year illustrates that one of the key differentiators of those who are succeeding with content as a strategic function of their marketing is the focus on building audiences. Some 90% of those who consider their content marketing “successful” cite building an audience as their main focus. This is a notable jump from the previous year’s 60%.

What these businesses are discovering is that looking at content only as a campaign or as a replacement for other marketing assets is a flawed approach. When content is only seen as a means of feeding direct marketing campaigns, there is only one directly attributable value – a replacement for the advertisement, brochure, or other creative marketing asset. And, guess what? Content often is more expensive than those other options. It’s harder. And, it takes longer. So, it’s frustrating.

The successful businesses have discovered that content marketing must provide more than one type of value to be worth the investment. It must provide integrated value across multiple areas in the business.

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By robert-rose published August 18, 2017

The Audience Valuation Engine: A New Model for Calculating the Value Per Subscriber

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I am struck by the notion that we have spent the last few years talking about how content marketing, as an approach, focuses on one thing: building a loyal, subscribed audience that we can monetize over time.

Many of us at CMI have written about how audiences are an asset, and that their value can be the true return on investment (ROI) that we seek.

If audiences are the asset – how should we value them?

I have spent the last two years trying to answer this question and develop a reusable and foundational model for our beloved approach. I will share the details of this new model and our audience valuation engine at Content Marketing World. But, I’d like to share the high level of this framework with you now.

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By robert-rose published August 2, 2017

The Democratization of Distrust Is Our Biggest Opportunity

democratization-distrust-opportunityDoesn’t it seem like attention is getting a lot of, well, attention?

Every day you see new strategies to increase the attention we receive from our audiences and buyers. You have “attention marketing,” a term describing a business model built around the hyper growth of social media. There is the “attention economy,” which elevates the ability to gather attention as “one of the most important currencies of the 21st century.” And, of course, we’ve talked about attention incessantly at CMI to build a business case for content marketing. Make no mistake; attention as a concept has our attention.Continue Reading

By robert-rose published July 20, 2017

The Age of the Wisdom Worker Is (Still) Just Ahead

age-of-wisdom-worker-aheadAlmost 60 years ago, Peter Drucker coined the term “knowledge workers,” saying that a new generation of professionals and their productivity would become “the most valuable assets of a 21st-century institution, whether business or non-business.” Unlike the previous century’s most valuable assets – production equipment – this century’s assets would be human, he said. Institutions would value knowledge workers not for their ability to run equipment but for their ability to analyze information and apply their expertise.

Twelve years ago, in his book A Whole New Mind: Why Right-Brainers Will Rule the Future, Daniel Pink discussed the evolution of the age of the knowledge worker. He said tomorrow’s professionals would need to become adept at storytelling, a skill that requires “high concept” aptitudes. They would need “the capacity to detect patterns and opportunities, to create artistic and emotional beauty, to craft a satisfying narrative, and to combine seemingly unrelated ideas into something new … to stretch beyond the quotidian in pursuit of purpose and meaning.”Continue Reading

By robert-rose published October 27, 2016

The 2017 Content Marketing Framework: 5 Building Blocks for Profitable, Scalable Operations

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At Content Marketing World this year, I met the CMO of a mid-sized B2B company. During our discussion about the event (and how great it was), he said, “Robert, you know the thing that I’m missing is how we’re ever going to draw a line from content marketing to top-line revenue. If I can’t do that,” he said, “then I’m not sure we actually should do content marketing.”

My response was that it’s absolutely possible to draw a line to revenue. However, if your only goal is to increase top-line revenue more efficiently with content marketing (i.e., a cheaper investment) than through traditional advertising, you’re missing out on the greater benefits content marketing can offer.Continue Reading

By robert-rose published March 6, 2016

Clarifying the Noise: The Content Marketing Spectrum [Exclusive Video]

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I can’t help but think about this lyric these days:

“As I walked on
Through troubled times
My spirit gets so downhearted sometimes
So where are the strong
And who are the trusted?
And where is the harmony?
Sweet harmony.

’Cause each time I feel it slippin’g away, just makes me wanna cry.
What’s so funny ’bout peace love and understanding? Ohhhh
What’s so funny ’bout peace love and understanding?”

– Nick Lowe’s (What’s So Funny A’Bout) Peace, Love, and Understanding made famous by singer Elvis Costello Continue Reading

By robert-rose published September 13, 2015

Is ROI Really What You’re Looking For?

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There’s a lot of talk about return on investment as a marketing metric … but ROI is inherently flawed for campaign-based marketing. A new look at ROI might be just the remedy we need to build a case for content marketing.

I’ve been on a journey over the last few months, exploring the history of marketing and measurement. I feel a bit like Indiana Jones. The books I’ve bought are long out of print and when they arrive from remote booksellers across the world – sometimes tattered and worn – it feels like I’m discovering artifacts from a lost world.Continue Reading

By robert-rose published July 29, 2015

Start Smart, Scale Up, and Stand Out With Video

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Have you heard? Video on the web is popular. OK, I state the obvious – but video has truly emerged to become both a huge opportunity and challenge for brands in their content marketing efforts. In terms of how big the opportunity is for B2B marketers in particular, consider that a study by Forbes and Google found that 75% of senior executives watch work-related videos on business-related websites at least weekly.

And these videos drive action. In that same study, Forbes and Google found that 65% of those executives have visited the provider’s website after watching a video.Continue Reading

By robert-rose published June 18, 2015

The State of Content Marketing 2015 – Stronger With a Twist of Scale

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The reinvention of marketing is a road, not a door.

We’ve certainly had a few adventures over the last year as we’ve helped enterprises of all sizes work through elements of their content marketing journeys. One of the biggest insights I’ve had is how many of the content marketers come to success with absolutely no idea when they crossed over from “struggle” to “success.” It’s as if one day they just woke up and realized they’ve been operating in a completely different way and, yeah, it’s working.Continue Reading

By robert-rose published June 10, 2015

Successful Storytelling Is Quick, Not Fast

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Agile is a tune to which all the marketing kids are dancing these days. But, interestingly, what gets lost in translation is the distinction between being fast and truly being agile.

The pressure to move faster and faster is everywhere. As Jim McGinnis, Vice President at Intuit, said in a recent interview:Continue Reading