Stories By Robert Rose
‘Playing Around’ With Generative AI Won’t Lead To Innovation
Company leaders and some marketers think generative AI gives them miraculous new capabilities. They believe it requires a new strategy or a dedicated leader. And they would be wrong. Generative AI is an innovation, not an invention.
How To Help Your Internal Teams Fall in Love (or in Line) With Innovative Ideas
You need new energy and more creative approaches. You need the team to get out of its content and marketing rut. But if the org chart doesn’t change, you’ll just keep shipping the same old content.
Don’t Hide — Mine Your Brand’s Flaws for Storytelling Gold
Your brand strives for perfection, whether it’s the company’s public image, a seamless campaign message, or flawless email distribution. But your brand has flaws, and that’s a lesson every brand storyteller must learn.
Owned Media Demands This New Content Role for Long-Term Success
To grow a flourishing content garden of owned media properties, your company needs a person or team up to the task. And that’s an editorial product manager.
Build This New Framework for Agile Content Ops in Talent-Starved Times
Budget pressures, unaligned teams, and a stew of content, tech, data, and AI integration challenges have marketers looking for help. Consider a talent cloud approach, which uses external assistance to build internal skills.
For Better Content Leadership, Don’t Blame – Try Cultivating Instead
Don’t sabotage your year by blaming yourself or your team for something that isn’t working well or punishing everybody with an “improvement” plan. Instead, take this less-traveled path to success.
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.
’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.
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.
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.
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.
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.