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Stories By Robert Rose

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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?
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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
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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.
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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.
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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.
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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.
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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.
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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.