Stories By Robert Rose
The Marketing Career Path Is Crumbling. What Comes Next?
Do you see a clear path for advancement at your company? Do your teammates and direct reports? If not, expect to lose your best talent. But you can help shape the modern marketing career ladder. Robert Rose explains.
Isn’t It Obvious? How To Make Content More Useful for Sales
The content or marketing team’s job isn’t over once a piece of content goes live. To get the most value, you’ve got to teach your sales teams how (and when) to use it. Here’s how to enable your sales team to be your best distribution partner.
![Why AI in Demand Generation Is No Knight In Shining Armor [New Research]](https://contentmarketinginstitute.com/wp-content/uploads/2024/09/ai-wont-save-demand-generation-1.jpg)
Why AI in Demand Generation Is No Knight In Shining Armor [New Research]
New research sheds light on what works in demand generation today, what doesn’t, and where demand-gen marketers spend their budget and time. Spoiler: AI isn’t helping much yet.
Which Matters More: The Story or the Storyteller?
Your brand’s stories create value and trust for audiences and customers. But if no one believes in your storytellers, is the story even worth telling? Here’s how to build trust in both.
Gating Content: Where Do You Stand in the Great Debate?
Gating content is a controversial move in some marketing circles. Sales teams want gated content because it drives qualified leads. Some marketing teams say gating creates a barrier between potential audiences (and search engines) and great content. Who’s right?
How To Rise Above the Content Noise
More content doesn’t equate to more success — it risks burying your best work. Still, you need to make enough noise to be heard. These techniques will help you break through with a differentiated message.
What To Do When the Optimal Strategy Isn’t Optimal
There’s nothing better than an ambitious content or marketing strategy to inspire teams to aim high — except for the realistic version you can actually implement. Try this process to bring your so-called optimal plans back to earth.
Can You Rent Success by Publishing Beyond the Website?
Deliver valuable content experiences beyond your website, but don’t abandon your owned home. Here’s how to revamp your “rented” properties — while maintaining and improving your owned channels.
The New Facts About Your Owned Media Strategy
Some people say owned media strategies are dead. They’re wrong about that. But they’re right that just-the-facts content will no longer bring people to you. Your content experience has to lead people to care. Here’s how to do it.
How To Balance Marketing Specialists and Generalists
Do you need more marketers or more analysts, strategists, and other specialists? Most teams would vote for both. Try this approach to balance your need for deep expertise and the agility and stability content generalists provide.
Creative People Aren’t Wicked Problems To Solve
Human creativity isn’t a “problem” that generative AI can solve. The best it can offer is sophisticated mediocrity. Yet hyperbolic statements from gen AI companies may convince your organization’s leadership otherwise. Don’t fall for it.
How To Reboot Your Old Content (and Create Future Treasures)
The most ingenious content strategies reshape what you’ve said in the past — and give you new perspectives for the future. Yes, that means you need a content audit. But it should also bring you closer to your biggest fans.