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Stories By Robert Rose

power-of-human-infused-ai

Don’t Waste AI and Human Potential – Push Them Both To Do Better

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.
modern-content-optimization-framework

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.
5cs-content-strategy

Mnemonic Content Strategy Framework Can Spark Conversations [Rose-Colored Glasses]

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.
whats-your-content-missing

AI Can’t Imagine Distinctive Content (But It Can Help You Create It) [Rose-Colored Glasses]

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.
measuring-brand-awareness

3 Ways To Know If Brand Awareness Gets Your Marketing on Base [Rose-Colored Glasses]

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.
b2b-marketing-team-stop-caring-products

When Did Your B2B Team Stop Caring (and What To Do About It) [Rose-Colored Glasses]

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.
ai-tools-smart-dumb

AI Content Tools Can’t Be Stupid or Smart, But Content Creators Can [Rose-Colored Glasses]

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).
global-customer-service-content

Watch Your Language: How To Win at Global Customer Service Content

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.
communication-beats-creativity

Why Communication Matters More Than Creativity for Long-Term Content Success [Rose-Colored Glasses]

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.
demand-generation-research-2023

Where Should Your Customer Journey Start? [New Demand Generation Research]

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.
b2b-buying-process-less-efficient

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.
point-of-view-sabotage-content

How a Weak Point of View Sabotages Your Content – and What To Do About It [Rose-Colored Glasses]

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.