Robert Rose
Robert Rose is the chief troublemaker at Seventh Bear, where he helps businesses break free from stale marketing, rediscover their creativity, and actually make an impact. He’s been called a strategist, an innovator, and—by at least one former boss - "a dangerous amount of fun.” Since 2010, he’s been the chief strategy advisor at the Content Marketing Institute, where he helped shape it into the world’s leading content marketing education and training organization. Robert has helped business leaders balance the art and science of content and marketing, guiding over 500 companies - including Salesforce, SAP, Roche, Capital Group, and Adidas. As a fractional marketing leader, he specializes in modern marketing that doesn’t rely on spammy funnels, soulless automation, or whatever the latest “hack” is that’ll be obsolete by next Tuesday. You can connect with Robert on LinkedIn, or follow him on Bluesky at @Robertrose.me .
Stories By Robert Rose
Can You Rent Success by Publishing Beyond the Website?
August 13, 2024
Deliver valuable content experiences beyond your website, but don’t abandon your owned home. Here’s how to revamp your “rented” properties — while maintaining and improving your owned channels.
The New Facts About Your Owned Media Strategy
August 6, 2024
Some people say owned media strategies are dead. They’re wrong about that. But they’re right that just-the-facts content will no longer bring people to you. Your content experience has to lead people to care. Here’s how to do it.
How To Balance Marketing Specialists and Generalists
July 30, 2024
Do you need more marketers or more analysts, strategists, and other specialists? Most teams would vote for both. Try this approach to balance your need for deep expertise and the agility and stability content generalists provide.
Creative People Aren’t Wicked Problems To Solve
July 23, 2024
Human creativity isn’t a “problem” that generative AI can solve. The best it can offer is sophisticated mediocrity. Yet hyperbolic statements from gen AI companies may convince your organization’s leadership otherwise. Don’t fall for it.
How To Reboot Your Old Content (and Create Future Treasures)
July 16, 2024
The most ingenious content strategies reshape what you’ve said in the past — and give you new perspectives for the future. Yes, that means you need a content audit. But it should also bring you closer to your biggest fans.
You Can Build a Better Racetrack Without Chasing SEO
July 9, 2024
Everything you know about SEO may or may not be wrong. But so what? The smartest content programs never relied wholly on search. Optimize for content discovery – and your audience’s unasked questions — instead. Here’s why.
How To Take the All-Important Second Step in Your Content Strategy
July 2, 2024
Getting buy-in for a new content marketing strategy isn’t easy. But once you’ve done it, the hard part really begins — doing the work. Try this process to move out of overwhelm and toward your content vision.
Why Brand-Building Matters, Even When You Can’t Measure It
June 25, 2024
If you can’t measure it, it doesn’t matter, right? Nonsense. Brand-building through content and marketing pays off in many measurable and unmeasurable ways. Here’s how to convince business leaders to trust the process more than the numbers.
How To Market Your Marketing to Marketers [New Research]
June 18, 2024
Marketers are a tough crowd. On one hand, they appreciate brands that offer extensive thought leadership. On the other hand, they know every content and marketing tactic in the book. New research offers insights (and a peek inside your peers’ opinions).
Don’t Upgrade Your Content Strategy – Make Room for a New One
June 11, 2024
How often have you been asked to build something new while you're busy with an existing content project? You’re probably resourceful enough to do it. But your chances of success go up when you don't try to. Here’s a better option for getting a new content project off the ground.
How To Measure the Value of Your Audience (in Real Money)
June 4, 2024
You’ve heard how important audience building is again and again. It’s one of the arguments for a content-driven marketing approach, after all. But could you describe the value of your audience in dollars? And do you know which audience members are more valuable than others? Robert Rose can — and this article shows you how.
Why Holding Attention Isn’t a Worthwhile Content Strategy Anymore
May 28, 2024
OpenAI’s many recent missteps devalue the currency brands should prize over anything else — trust. Here’s how to seize the kind of opportunity OpenAI appears willing to squander.
No posts found