Stories By Robert Rose
The State of Content Marketing 2015 – Stronger With a Twist of Scale
Marketers struggle when they layer in content to power the same old marketing structures and processes. That has to change. Our annual State of Enterprise Content Marketing explores that issue and others facing the industry today.
Successful Storytelling Is Quick, Not Fast
When pressured to ramp up your content marketing, don’t move faster, move more quickly. By better managing your digital assets, you can be agile, adapting to situations on the ground and engaging more fluidly with your audience.
New Era of Marketing Requires New Skills
Marketers say they want to reinvent their roles but most don’t know how. Businesses are hindered by a skills gap that prevents content marketing from becoming a strategic function. Learn why it’s important to find the solution today.
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."