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Stories By Robert Rose

word-for-new-year

Beyond Resolutions: What’s Your Word for 2024?

Selecting a word for 2024 can work better than making resolutions. The word becomes a theme or intention rather than a set of rules you will likely break. Here’s an option for marketers in 2024.
year-end-wrap-up

’Twas the Night Before Break (2023 Edition)

Ghosts from marketers’ past and present pop up again and disrupt the magic until an authentic guy appears in this Content Marketing Institute poetic tradition.
beat-uncertainly-success

How To Ditch the Rocks in Your Content Stocking

Are you headed into this holiday season feeling unfinished or uncertain? Here’s how to ditch those gnawing feelings and head into 2024 stronger than ever in your professional life and brand’s marketing.
This Rose-Colored Glasses column explains the marketing mandate for 2024: Audience relationships

The Marketing Mandate for 2024: Build Stronger Bonds With Your Audience

If you want to develop and keep your customer and audience relationships in 2024, you will need to strengthen those bonds. Here’s why that’s marketing’s new mandate – and how to make it happen.
start-stop-ai-strategy

Before You Start an AI Strategy, Make the Case To Stop

Generative AI’s integration in your marketing usually doesn’t save your team time. It just adds new items to the workload. So, if you truly want to succeed, you must identify what you’ll stop doing to start the other thing.
inspired-content-strategy

How To Snap Out of This Year’s Malaise – and Get Inspired for 2024 Content

All the disruption this year may have you feeling uneasy about your content work. But you can head into 2024 with a spirit of innovation, creativity, and inspiration with this renewed case for strategic content.
ai-content-questions

3 Questions About AI in Content: What? So What? Now What?

Getting your arms around the disruptions of generative AI presents an extreme challenge. A 20-year-old framework for self-reflection may help. Ask these three questions in proper succession.
build-audience-not-database

Do You Treat Your Audience Like Your Marketing Database? That’s a Mistake

Modern marketing teams recognize the value of building an audience. But what does that really mean? Haven’t content marketers already been doing that? Well, not always, because too many treat a marketing database as an audience.
scriptwriting-secrets

3 Scriptwriting Secrets To Elevate Your Brand’s Videos, Presentations, and More

Don’t fall for the bad advice that scripts are for amateurs. Discover why you should write scripts for your brand’s videos, podcasts, and other presentations, and get the secrets to making them great.
faster-isn't-always-better

Is Speed, Not AI Technology, the Real Enemy in Marketing?

Marketers are due for an epiphany. Speed is the name of the tech game. But what won’t you delegate to technology in the name of successful marketing?
Content Rules: Make 'Em and Break 'Em

Content Rules: Why You Need To Make Them (and Break Them)

Content teams often resist creating rules because they don’t want to operate in a box. But that’s a mistake. Without rules, you lose the ability to benchmark the standard – and learn from the creative rule breakers.
opportunity-for-events-social-media-declines

Social Media’s Decline Creates Opportunity for Events (If Done the Right Way)

As social media becomes less social and more media, you can still capitalize on the human desire to socialize. Events offer one way to do that. Just remember to craft a strategy for the content regardless of the channel.