Stories By Robert Rose
Intelligent content is still pretty dense and confusing. What is it? Is it technology? Is it an approach? Why do you even need to care? Demystify intelligent content with this easy-to-understand practical definition with examples.
Content isn’t a sustainable competitive advantage because all competitive advantages are transient. Robert Rose shares that what should be sustainable is looking at marketing as a way to fit a content purpose, not the other way around.
Paying for attention remains an active practice for marketers. The difference is what’s being advertised and how it’s being delivered. Discover the insights into how to orchestrate the concert of paid media in CMI’s latest white paper.
To succeed, marketers must step out of the shampoo-rinse-repeat cycle of chasing campaigns, and create value separate and distinct from the brand. As such, content marketers may be poised to become the change agents of this decade.
We know how valuable targeting and measuring the relevance of our content is, but too often our actions don’t reflect that. Here are five manageable prescriptions to take to make your customer data – and, in turn, your content – healthy, wealthy, and wise.
The intelligent content name is simplicity that belies the complexity of the ideas it supports. As we strive to find smart ways to create, manage, deliver, and maintain our content, learn what’s ahead for intelligent content and ICC.
Since “This Old Marketing” debuted a year ago, the only constant in marketing is change. Learn what co-host Robert Rose was saying a year ago that he rarely says today, how marketing now needs to be the business innovator, and more.
Caterpillar’s Renee Richardson gave the instruction to “do something cool” and the results turned into a rousing B2B marketing success, breathing new energy into the staid, conservative brand. Learn how it started with three quirky videos that launched the company into social media stardom.
If global enterprises are to successfully transform themselves to function as media companies, the way they handle digital asset management will need to significantly change to stay in step. Take a look at three key processes that, when used in tandem, can help you leverage your assets more nimbly and turn your content marketing "up to 11."
Consumers have changed, but marketing operations in enterprise companies have largely remained the same. Content will affect business -- it's just a matter of "how," not "if." Get insights on tackling the dynamic changes in the industry -- a summary from CMI's recent Enterprise Forum -- in the new report "The State of Enterprise Content Marketing: 2014."
It's critical that B2B businesses learn to balance the effectiveness of both new and existing marketing channels — and experiment with where it's best to deliver content during their customer engagement journey. One option that deserves a closer look? Webinars. Get CMI's new research on webinars.
According to recent research, organic reach for most Facebook pages currently hovers around 6.5 percent and many people expect that number to continue to drop. For brands, Facebook is now a content publisher, not a community. Find out what your brand's options are.