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 June 3, 2014

Make the Most of Your B2B Marketing Channels: Research on Webinars

webinars cover cmi researchWe are all aware that the process of engaging consumers has changed — so much so that the cliché of starting a blog post or conference presentation with a series of “did you know the world is changing?” statistics has reached astounding proportions.

Nevertheless, the fact of the matter is that content marketing — and how brands use it to interact with buyers at all stages of their engagement journey — is fundamentally reshaping the way businesses create their go-to-market strategies. This impact is both good and bad. As Joe and I have discussed frequently on our podcast, there are strategies and then there are “random acts of content.” Either of those activities will affect the business — it’s just a matter of how. Continue Reading

By robert-rose published April 17, 2014

For Brands, Facebook Is Now a Content Publisher — Not a Community

facebook-content-publisher-nt-communityIt’s time for marketers to treat Facebook as the publisher it has become.”

Earlier this month, at Content Marketing World Sydney, I made this exact statement in response to a question I received — and I haven’t been able to stop thinking about it since.Continue Reading

By robert-rose published March 19, 2014

How Content Marketing Success is Blocked by Antiquated Beliefs

book cover-business of beliefAs content marketing becomes an increasingly important means of propelling our businesses forward, I’m finding that many marketers are still struggling with the operational issues associated with the discipline. In almost every meeting I attend these days, I’ve come to find that a few antiquated ideas about content are still ringing true:

  1. Content marketing is still considered to be separate from “real marketing.”
  2. Marketing and measurement are still solely thought of as ways to increase transactions, rather than as mechanisms for creating deeper relationships with consumers.
  3. Businesses still view content as an attribute of marketing, rather than as a distinct discipline that offers value in and of itself. Continue Reading
By robert-rose published February 23, 2014

The Entrepreneur’s Blueprint for Content Creators

reddit-ohanian

Alexis Ohanian, reddit’s co-founder

On a book tour for “Without Their Permission,” Alexis Ohanian (co-founder of reddit) shared how his “blueprint for aspiring entrepreneurs” relates to marketers and advertisers. His motto and mandate: “Make things people want.” Continue Reading

By robert-rose published October 18, 2013

The Content Marketing Race Is On: Oracle Acquires Compendium

oracle plus compendiumWhen Oracle spent almost a billion dollars to acquire Eloqua back in December of 2012, I wondered aloud to many of my colleagues if this signaled the beginning of the “content marketing race.” Well, if that wasn’t the sounding gun, there can be no doubt that Oracle’s acquisition of Compendium is the shot heard ’round the content marketing world.

Over the last 24 hours, I’ve received no fewer than 20 emails and phone calls from friends and colleagues asking what I think about this acquisition. In a few words: Let the games begin. Continue Reading

By robert-rose published October 16, 2013

How Content Strategy and Content Marketing Are Separate But Connected

two sides connected-content strategy-content marketing strategyFull mea culpa here: Content Marketing Institute has been remiss in the way that we’ve covered the evolving practice of building and executing on a content strategy.

Sure, we’ve offered up some great thinkers in the space at Content Marketing World. But, here at CMI we haven’t yet (at least, not to the extent that we should) fully embraced the advancement of content strategy, or helped preach the distinction between the skill sets needed for content marketing and those required for content strategy. In fact, we’ve been guilty of using the terms “content marketing strategy” and “content strategy” interchangeably at times (we have resolved to be more clear on this, moving forward). Continue Reading

By robert-rose published September 5, 2013

How Marketers Can Take Data-Driven Content Creation to the Next Level

content creation-search for data meaningWe already know that the roles of the CMO and the CIO are evolving. We also know that the use of content and data to enhance consumer experiences is one of the primary drivers of this evolution. Big Data just might be the big idea that hastens the alignment of this purpose; but just like content, it won’t deliver it on its own. Advancing our success with data-driven content creation will only come with the evolution of a new role in the organization — something I’m calling the “Manager of Meaning.”Continue Reading

By robert-rose published August 26, 2013

Why Native Advertising Is Neither

brand-native advertisingIn preparation for one of CMI’s upcoming reports, I’ve had the pleasure of meeting with a number of companies that are in what’s being called the “native advertising” space. Through this experience, I’ve come to the conclusion that, while the technique can potentially create significant value, native advertising is actually neither “native” nor “advertising.” It is simply one aspect of the larger discipline we know of as branded content marketing.Continue Reading

By robert-rose published July 28, 2013

B2B Marketing Research: How CMO Roles Need to Evolve

b2b marketingForrester Research recently conducted a joint study with the Business Marketing Association (BMA) that we at CMI were greatly interested in reading: B2B CMOs Must Evolve Or Move On.

Indeed, the role of the B2B CMO is undergoing fundamental change, and I, for one, wholeheartedly agree with the report’s conclusions — particularly the one that states, “those marketers who better demonstrate a direct connection between marketing activity and business results earn a more prominent seat at the leadership table.

However, I find the “swagger” conveyed in the survey results to be somewhat mystifying. In some instances, these findings were in stark contrast with our experience at CMI (as well as with the data from other recent studies). In fact, for at least two of the enterprises expressly called out in the report, I can tell you that the “don’t worry, we got mad skillz, bro” attitude does not comport with the reality at ground level.Continue Reading

By robert-rose published July 15, 2013

Why Your Business May Need a New Content Map to Find Success

content mapIn the consulting and advisory side of our business, we’re honored to work relatively frequently with businesses both large and small. These days, because of the rapid growth of content marketing, the businesses we work with are, in many cases, actually reinventing an existing content marketing strategy. And sometimes in these instances, the business case for reinvention starts from a point of disadvantage because there is usually some level of skepticism that has been built up.

The result is a bit of a catch-22: It’s hard to throw out the existing approach, because, well… we worked so hard on it. And what’s to say that a reinvented one will actually work better? So, the business just tries to incrementally chase improvement to make the most out of what they have to work with. Continue Reading