Stories By Robert Rose
How companies use generative AI tools reveals how they view content marketing. If they embrace a strategic approach, AI’s real power isn’t creating content.
Are You Optimizing Content for a Library or a Network? The Distinction Makes a Difference [Rose-Colored Glasses]
The ideal content optimization framework considers intent, authority, internal context, and external context. Here's how to build one that works for the way audiences find and consume information today.
To make the standard framework for content strategy easier to remember, think of the 5Cs – coordination, collaboration, content before containers, and channels. Then dig deeper into each concept. Here’s how.
What's missing from your content? Google's new AI-powered search results make this question even more important. And guess what? Another AI tool may help you answer it.
You can’t tie a baseball player’s stats directly to team wins. And you can’t connect a direct line from brand awareness to the bottom line. But that doesn’t mean you can’t measure the impact of brand awareness on the customer journey.
When did B2B marketing teams stop caring? Sure, they care about their jobs. But many don’t seem to care about the topic of their employer’s business. And that’s a problem.
Stop buying into the trope, “AI won’t replace you, but someone using AI will.” Yes, humans are the differentiator but not like that (unless you have a misguided boss).
Deliver the right message to the right person at the right time. But global companies face an added challenge – doing that in the customer’s native language. That's a translation strategy that must accompany their content strategy.
Short-term agility and speed could spell trouble for the long-term success of an innovative content marketing project if you focus too much on the content and not enough on the internal communication plan.
Content marketing for demand generation programs took a hit in the past year. Find out the potential reasons why and more about how marketers view and use the strategy in the newly released 2023 demand generation research from CMI.
For a Better Customer Experience, Make Your Buying Process Less Efficient (Yes, Really) [Rose-Colored Glasses]
Over the last two decades, marketers have worked hard to reduce or remove friction in the buying process. But what if that’s a mistake? A recent delivery from Domino’s prompts Robert Rose to explain why.
The authors of an open letter from the Future of Life Institute damaged their own message when they didn’t help readers realize their best next experience.