Stories By Robert Rose
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.
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.
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: 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.
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.
How a Dash of Familiarity Makes Controversial Content More Palatable
Controversial content topics get attention – for better or worse. To earn the best kind, try balancing these four elements: surprise, familiarity, consensus, and controversy. This new framework can help.
How To Build a Content-Driven, Audience-Centric Content Strategy
What does it mean to build a truly audience-centric content strategy? For the National Multiple Sclerosis Society, it meant rethinking everything (in pursuit of a noble ultimate goal). Learn how they did it in this excerpt from Robert Rose’s new book.
Out of Content Ideas? Try Borrowing One or Two (Even From Your Competitors)
You don’t need unique content ideas to differentiate your brand. You can recombine and reshape existing ideas to make them your own – even (or maybe especially) ones that didn’t work for other companies. Here’s how to get started.
With Gated Content, Trust Goes Both Ways. Don’t Ask Until You’ve Earned It
Is your brand willing to trust first? Your answer can determine the success of your company’s gated and free content assets and achieving your long-term content marketing goals.
Do You Love Your Content Marketing Job (and Does It Matter)?
You should equate your job with your passion. If that’s not possible, you must direct your passion into a side hustle vocation that can become your career. But that thinking can derail you from doing what you love to do.
7 Core Roles of a Content Marketing Team
How many of these seven content-related roles live in your marketing organization? They can be the differentiators for your overall marketing strategy.
Will AI Make Marketing Teams Stronger or Cover Their Weaknesses?
Can generative AI help your marketing and content teams if you don’t have a documented creation process? And if you do, should AI play to your strengths or weaknesses? Let’s explore the answers.