Stories By Robert Rose
Generative AI’s integration in your marketing usually doesn’t save your team time. It just adds new items to the workload. So, if you truly want to succeed, you must identify what you’ll stop doing to start the other thing.
All the disruption this year may have you feeling uneasy about your content work. But you can head into 2024 with a spirit of innovation, creativity, and inspiration with this renewed case for strategic content.
Getting your arms around the disruptions of generative AI presents an extreme challenge. A 20-year-old framework for self-reflection may help. Ask these three questions in proper succession.
Modern marketing teams recognize the value of building an audience. But what does that really mean? Haven’t content marketers already been doing that? Well, not always, because too many treat a marketing database as an audience.
Don’t fall for the bad advice that scripts are for amateurs. Discover why you should write scripts for your brand’s videos, podcasts, and other presentations, and get the secrets to making them great.
Marketers are due for an epiphany. Speed is the name of the tech game. But what won’t you delegate to technology in the name of successful marketing?
Content teams often resist creating rules because they don’t want to operate in a box. But that’s a mistake. Without rules, you lose the ability to benchmark the standard – and learn from the creative rule breakers.
As social media becomes less social and more media, you can still capitalize on the human desire to socialize. Events offer one way to do that. Just remember to craft a strategy for the content regardless of the channel.
Controversial content topics get attention – for better or worse. To earn the best kind, try balancing these four elements: surprise, familiarity, consensus, and controversy. This new framework can help.
What does it mean to build a truly audience-centric content strategy? For the National Multiple Sclerosis Society, it meant rethinking everything (in pursuit of a noble ultimate goal). Learn how they did it in this excerpt from Robert Rose’s new book.
You don’t need unique content ideas to differentiate your brand. You can recombine and reshape existing ideas to make them your own – even (or maybe especially) ones that didn’t work for other companies. Here’s how to get started.
Is your brand willing to trust first? Your answer can determine the success of your company’s gated and free content assets and achieving your long-term content marketing goals.