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Stories By Robert Rose

Intelligent Content Demystified: A Practical, Easy-to-Understand Explanation

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.

Is Content A Sustainable Competitive Advantage?

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.

How to Orchestrate the Concert of Paid Content Promotion

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.

What’s Next for Content Marketing? You.

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.

5 Prescriptions For A Healthy Customer Data Plan

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 Search for Intelligent Content in the Universe

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.

This Old Marketing – The Evolution Continues

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.

No More Boring Brands: Creative Content from a Conservative Company

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.

Rocking The Digital Asset Management Stage of Content Marketing

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."

Content Marketing in 2014: The State of the Enterprise

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."

Make the Most of Your B2B Marketing Channels: Research on Webinars

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.

For Brands, Facebook Is Now a Content Publisher — Not a Community

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.