Robert Rose
Robert is the founder and chief strategy officer of The Content Advisory - the consulting and advisory group of The Content Marketing Institute. As a coach and strategist, Robert has worked with marketers at more than 500 companies including global brands such as adidas, Roche, Salesforce, NASA, and Hilton. Robert is the author of four books. His latest, Content Marketing Strategy, was published by Kogan Page in September 2023, and was called “a rich and much-needed understanding of content marketing" by Professor Philip Kotler. Robert is also an early-stage investor and advisor to a number of technology startups, serving on the advisory boards of a number of companies, such as DivvyHQ, and BrandLens.You can follow him on Twitter @Robert_Rose.
Stories By Robert Rose
Content Mobility: The Key to Content Migration
September 27, 2010
When we think of mobile and content these days, the conversation usually goes to publishing content for mobile devices such as iPhones, Blackberries and Android phones. While the mobile platform is interesting – and something other CMI contributors have covered – by “mobile” I actually mean something quite different. I’m talking about content mobility: migrating content from one CMS to another.Continue reading
How to Choose a CMS for Content Marketing: Don’t Hammer with a Screwdriver
September 16, 2010
My college roommate used to hold up his giant screwdriver and say – “this is the only tool I’ll ever need.” And, he’d hammer nails with it, open boxes with it, open beer bottles with it (yes, college was like that for me). It was everything he needed. Sadly, the same can’t be said for different web content management software.
So, if you’re neck deep in a content marketing strategy, it’s a sure bet that you’re also, in some way, wrestling with a web content management system (CMS). Continue reading
4 Quick Tips for Increasing Your Content Marketing Budget
July 12, 2010
There’s a great quote that I love that says, “Budgeting is just a way to worry about money before you spend it.” As you get ready to move into the planning season for your 2011 budget, it’s a good time to start thinking about things you might do to increase your chances of getting increased budget for content marketing.
So, with no further ado – here are some quick checklist items to do as you prepare your content marketing budget.Continue reading
How to Use Mapping to Develop and Measure Content
June 7, 2010
In last week’s post, I walked you through how to map your content to your buyer personas and sales funnel. By having this information, you can start to see where your gaps in content are.
So, what’s next? You need to fill in the gaps and put a plan in place to measure what is and isn’t working.Continue reading
A Quick and Dirty Way to Segment your B2B Content Marketing
June 2, 2010
If you’re a B2B marketer you’ve inevitably heard sales say things like this:
“Yeah, we’re getting leads from all that content you guys in marketing are writing – but they’re all tire kickers.”
Or (my favorite): “We don’t need more leads. . . we need better leads.” What now?
You want to be able to address these questions from sales with answers that are really specific. For instance, wouldn’t it be nice to be armed with this kind of info?Continue reading
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