Let these highlights from Robert Rose’s zen-sensible columns in 2017 give you an opportunity to step back from the demands of your job and rekindle your enthusiasm for what this marketing business is all about.

In 2018, marketers must expand their view of their role and their sense of how they contribute to the business. Learn how with these takeaways from Content Marketing World and Intelligent Content Conference in 2017.

What changes are content marketers likely to encounter over the next 12 months and beyond? Find out what dozens of experts see on the horizon in Content Marketing Institute’s 10th annual e-book of content marketing predictions.

Do your brand and identity align? Or is your company a zombie that does whatever it takes to keep going? Learn how to avoid (or cure) your zombie-like behavior by making brand and identity work together in your content.

If products hog the spotlight in your content, opportunities are missed to build customer relationships and revenue. Learn how one company’s customer-centric content framework led to better results for the business and its customers.

What is a more foundational argument for content strategy? How can you make the case to the C-suite and to mollify skeptical colleagues? It requires you to flip your thinking with this one twist recommended by Robert Rose.

If you want a more valuable audience, you must know more about your subscribers than just their email address. Learn how CMI gained robust data for almost 50% of its subscribers, and how it used that information for the better.

How does content marketing relate to content strategy? And how does content marketing strategy fit in? Decipher the three terms to better understand the importance and relevance of each one.

Artificial intelligence is at work all around. From pre-populated responses in Messenger to algorithmic headline creators, it’s opening possibilities for B2B marketers to boost performance and create a competitive advantage.

If your marketing team is not working with a data scientist or at least thinking like one, you’re missing the ability to say “I know” instead of “I think.” The distinction matters to data-driven organizations – and budget approval.

Is your content focus “niche enough” for success? How do you know? CMI founder Joe Pulizzi shares a two-question litmus test, plus questions to help you craft a great niche where your content stands out for your core audience.

Here’s a dirty little secret: Regardless of your content marketing know-how, your program will only work if you have the right people to implement it. How do you do that? Start with this new framework for content marketers.