Stories By Robert Rose
Should You Prioritize Speed or Agility? (No, They Aren’t the Same)
Which group of adjectives best describe your preferred marketing goals for the year: Innovative, impactful, and sustainable, or faster, cheaper, and relentless? Here’s how to move with intention toward the better choice.
Get in the Flow: What’s Your Word for 2025?
Choosing a word for the year ahead gives your intention a name that forms the foundation for all your actions and interactions. Best of all, there’s no implied rule to “break” as the year progresses. Robert Rose shares his word for 2025. What’s yours?
The Grinch That Stole Creativity: 2024 in Seussian Review
Will generative AI steal the heart of marketing? Will execs have a change of heart about creative? This marketing year in a review gives a special nod to the human Dr. Seuss and his fictional Grinch.
5 Steps To Make ‘Work Smart and Reinvent Things’ Your 2025 Marketing Motto
It happens at the end of every year: Many content and marketing projects lie unfinished or uncertain. Instead of stressing out, try these five steps to use this time to reflect, prepare, and set up for 2025. Here’s how.
How To Use Friction To Build Better B2B Customers
Isn’t the point of marketing to remove friction from the buyer’s journey? Not for highly customizable or complex purchases. Slowing the customer down gives you time to guide them to options and add-ons that suit them best. Here’s how.
What Experience Do You ‘Get To’ Create for Someone Today?
It’s been a challenging year in content and marketing. But tiny tweaks to how you view your work can help you feel grateful rather than burdened. (Spoiler: This column’s called Rose-Colored Glasses for more than one reason.)
We’ve Gotten ‘Start With Why’ Wrong in Content. Here’s How to Fix It
Knowing your why may motivate you to reach your goals. But your brand’s why won’t motivate your customers — or differentiate your content, product, or services — until you connect it to their why. This step-by-step process will help.
Are We Walking Backward Into the Future of Content and Marketing?
RIP PDFs? Peace out, PowerPoint? Bye bye, blogs? Familiar content and marketing formats are teetering on the edge of extinction. But, without the ability to predict a winning replacement, how can you evolve for the future? Try these ideas.
How To Optimize Content Organization for 2025: Think Context, Not Hierarchy
Your brand's content should be more than an information resource. It should be a path to further exploration and “best next” experiences. To achieve that goal, try organizing your content based on intent, authority, internal context, and external context. Here's how.
Why You Need People To Manage the Meaning of AI Content
If generative AI is ever to be more than a distracting novelty, you may need more people on your team, not fewer. Here’s why (and which skills they’ll need).
3 Disruptions That Will Shape Your Content and Marketing Strategy in 2025
It’s time to rewrite your B2B content and marketing playbook for 2025. These three trends explain what will (and won’t) move audiences and customers next year.
Embrace the Valuable Friction Between Creativity and Technology
Will AI lead content and marketing into a complacency crisis? Maybe — if you outsource your most important work to it. But there is an antidote. Robert Rose explains how to break out of the mundane with some deeply human work.