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Stories By Robert Rose

You Can Build a Better Racetrack Without Chasing SEO

You Can Build a Better Racetrack Without Chasing SEO

Everything you know about SEO may or may not be wrong. But so what? The smartest content programs never relied wholly on search. Optimize for content discovery – and your audience’s unasked questions — instead. Here’s why.
How To Take the All-Important Second Step in Your Content Strategy

How To Take the All-Important Second Step in Your Content Strategy

Getting buy-in for a new content marketing strategy isn’t easy. But once you’ve done it, the hard part really begins — doing the work. Try this process to move out of overwhelm and toward your content vision.
Why Brand-Building Matters, Even When You Can’t Measure It

Why Brand-Building Matters, Even When You Can’t Measure It

If you can’t measure it, it doesn’t matter, right? Nonsense. Brand-building through content and marketing pays off in many measurable and unmeasurable ways. Here’s how to convince business leaders to trust the process more than the numbers.
How To Market Your Marketing To Marketers [New Research]

How To Market Your Marketing to Marketers [New Research]

Marketers are a tough crowd. On one hand, they appreciate brands that offer extensive thought leadership. On the other hand, they know every content and marketing tactic in the book. New research offers insights (and a peek inside your peers’ opinions).
Don’t Upgrade Your Content Strategy — Make Space for a New One

Don’t Upgrade Your Content Strategy – Make Room for a New One

How often have you been asked to build something new while you're busy with an existing content project? You’re probably resourceful enough to do it. But your chances of success go up when you don't try to. Here’s a better option for getting a new content project off the ground.
How To Measure the Value of Your Audience (in Real Money)

How To Measure the Value of Your Audience (in Real Money)

You’ve heard how important audience building is again and again. It’s one of the arguments for a content-driven marketing approach, after all. But could you describe the value of your audience in dollars? And do you know which audience members are more valuable than others? Robert Rose can — and this article shows you how.
Why Holding Attention Isn’t a Worthwhile Content Strategy Anymore

Why Holding Attention Isn’t a Worthwhile Content Strategy Anymore

OpenAI’s many recent missteps devalue the currency brands should prize over anything else — trust. Here’s how to seize the kind of opportunity OpenAI appears willing to squander.
Why Even Crushing Content Failures Aren’t Mistakes

Why Even Crushing Content Failures Aren’t Mistakes

Laughing at content failures feels cathartic at times (there but for the grace of the audience …). But extreme reactions can have a chilling effect on creativity. Here’s the real lesson to take from Apple’s failed iPad Pro ad.
Time To Evolve Your Marketing Strategy for Social Media in 2024

Time To Evolve Your Social Media Strategy for 2024

The TikTok “ban” grabs the headlines. But TikTok’s impact on other social media algorithms has a bigger impact for marketers. Is your content and marketing strategy ready?
Why Your Content Won't Surprise or Delight Unless You Expect More (From People and AI)

Why Your Content Won’t Surprise or Delight Unless You Expect More (From People and AI)

Why do we call it generative AI when it doesn’t generate anything new? Renaming the much-discussed tech is just one of the ways Robert Rose suggests aligning expectations with reality. The other? Challenging people to aim for higher-quality ideas and deliverables.
the-measurement-difference

Avoid Traditional Marketing Metrics To Prove Content’s Real Value

Content marketing requires a nuanced measurement program that differs from traditional marketing analysis. Use this four-step process to design objectives, key results, performance indicators, and metrics that leave no question about your content’s impact.
Overcome Change Fatigue and Boost Your Content Strategy

Overcome Change Fatigue and Boost Your Content Strategy

Not changing gets you nowhere. Get insightful anecdotes paired with practical strategies to motivate your marketing and content to break from stagnation and go toward innovation.