Stories By Robert Rose
Content Marketing and Sales Alignment: Bridging the Gap [Research]
Tension between sales and marketing in the B2B environment persists. It can create an innovative atmosphere. Or it can be the blame game. Learn how content has changed (and can change) the sales and marketing environment.
An Alternative Approach to Developing Content Marketing Personas
Audiences are not just buyers. They may help us connect with new customers. They may amplify our reach. They may strengthen our trust with other audience members. That’s why we must change the way we go about developing our personas.
The Business Story Argument: A Working Framework to Pressure Test Your Story
Want an easy-to-follow test to see if your story is well-crafted, entertaining, engaging, and ultimately convincing? Learn Robert Rose’s new three-act pressure test (and how to create the framework if you don’t have one).
How Content Marketing Can Save Your Digital Marketing Strategy
In a world where most companies don’t have an integrated digital marketing strategy, now’s the time for content marketers to step up their leadership. Let CMI’s chief strategy advisor explain.
Looking for Content Strategy Buy-In? Don’t Rely on the Same Old Arguments
What is a more foundational argument for content strategy? How can you make the case to the C-suite and to mollify skeptical colleagues? It requires you to flip your thinking with this one twist recommended by Robert Rose.
Audience Strategist: The New, Critical Role on Your Content Team
Content marketing must provide more than one type of value to be worth the investment. It must provide value across multiple business areas. Are you ready for a new role in addition to the one you have? Enter the audience strategist.
The Democratization of Distrust Is Our Biggest Opportunity
Attention is getting a lot of, well, attention – attention marketing, attention economy, attention with content marketing. But to move forward in your content marketing journey (and build a business case), pay attention to trust.
The Age of the Wisdom Worker Is (Still) Just Ahead
Peter Drucker’s tomorrow has arrived. Today’s workplace needs storytellers. Meaning makers. Wisdom workers, they’re sometimes called. Are we there yet? Has this new class of worker rushed in to fill the need for wisdom? How about you?
The 2017 Content Marketing Framework: 5 Building Blocks for Profitable, Scalable Operations
Marketers have become successful at making the case for content. Now we need to slow down so we can get better at it. Learn how to run more successful, scalable, and strategic operations with CMI’s new Content Marketing Framework
Clarifying the Noise: The Content Marketing Spectrum [Exclusive Video]
Content marketing, native advertising, and branded content have productive uses. But how are they related? Do you know which to use? We propose a new model – a spectrum of how to operationalize these content-focused marketing terms.
Is ROI Really What You’re Looking For?
There’s a lot of talk about return on investment as a marketing metric, but ROI is inherently flawed for campaign-based marketing. A new look at ROI might be the remedy to build a case for content marketing. Let’s take a look at why.
Start Smart, Scale Up, and Stand Out With Video
Nearly 80% of marketers use video. Now, Content Marketing Institute unveils new research to illustrate best practices for incorporating videos successfully into your content marketing. The first lesson? Invest in the creation process.