Author: Robert Rose

Robert is the founder and chief strategy officer of The Content Advisory, the education and consulting group for The Content Marketing Institute. Robert has worked with more than 500 companies, including 15 of the Fortune 100. He’s provided content marketing and strategy advice for global brands such as Capital One, NASA, Dell, McCormick Spices, Hewlett Packard, Microsoft, and The Bill & Melinda Gates Foundation. Robert’s third book – Killing Marketing, with co-author Joe Pulizzi has been called the “book that rewrites the rules of marketing.” His second book – Experiences: The Seventh Era of Marketing is a top seller and has been called a “treatise, and a call to arms for marketers to lead business innovation in the 21st century.” Robert’s first book, Managing Content Marketing, spent two weeks as a top 10 marketing book on Amazon.com and is generally considered to be the “owners manual” of the content marketing process. You can catch up with Robert on his popular podcast - The Weekly Wrap. Follow him on Twitter @Robert_Rose.

By robert-rose published February 14, 2020

Avoid the Heartbreak of Lengthy Strategies, Expert Assumptions, and More [The Weekly Wrap]

Listen to the Weekly Wrap here or subscribe on Apple Podcasts or Stitcher. If you enjoy the show, please take a moment to rate it or post a review.

And that’s a wrap of the week ending Feb. 14, 2020

This week I’m thinking about the trap between strategy and planning. I offer my take on a new article that claims publishing less content is helping publishers grow their audiences. Veteran content marketer Rich Schwerin shares his thoughts about the business challenges of content strategy today. And I point you to an article about deconstructing a content marketing platform to come up with a better content marketing plan.

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By robert-rose published February 7, 2020

Under Pressure? Don’t Worry, Stop Overthinking [The Weekly Wrap]

Listen to the Weekly Wrap here or subscribe on Apple Podcasts or Stitcher. If you enjoy the show, please take a moment to rate it or post a review.

And that’s a wrap of the week ending February 7, 2020

This week I’m ruminating on rumination (and suggesting an alternative to overthinking things). I offer my fresh take on the role of content marketing in brand activism. Julia McCoy joins me to talk about how following her gut instinct – even when it scared her – helped her build a profitable content marketing business that ended up being a true lifeline. Finally, I share an article that will help you quit worrying and find and fix the inefficiencies in your content pipeline.

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By robert-rose published January 31, 2020

Pondering the Power of Disruption and Risk in Content Marketing [The Weekly Wrap]

Listen to the Weekly Wrap here or subscribe on Apple Podcasts or Stitcher. If you enjoy the show, please take a moment to rate it or post a review.

And that’s a wrap of the week ending Jan. 31, 2020

This week I remember the disruptive influence of Clayton Christensen. I give my take on a World Economic Forum report that names content and marketing as the jobs of tomorrow. I talk with Rebecca Geier about taking risks and the importance of “just doing it” in content marketing. And I share an article about an alternative way to think about audience personas.

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By robert-rose published January 24, 2020

Don’t Crumble After Cookie Practices and Privacy Laws Change [Weekly Wrap]

Listen to the Weekly Wrap here or subscribe on Apple Podcasts or Stitcher. If you enjoy the show, please take a moment to rate it or post a review.

And that’s a wrap of the week ending Jan. 24, 2020

This week I’m exploring why leading change is so hard (and how to make it easier). I share my take on Google’s new cookie “monster” plan. I talk with Tim Walters about changing the surveillance culture in marketing. And I share an article about content management and technology struggles that will make you feel less alone.

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By robert-rose published January 17, 2020

Is Your Work a Passion, a Love, Or Something Else? [The Weekly Wrap]

Listen to the Weekly Wrap here or subscribe on Apple Podcasts or Stitcher. If you enjoy the show, please take a moment to rate it or post a review.

And that’s a wrap of the week ending Jan. 17, 2020

This week I’m exploring the difference between passion and love when it comes to work. I share my take on an article describing how the workplace will change in 2020. I talk with CMI’s Cathy McPhillips about marketing to marketers, new lead-gen challenges, and where content marketing is going this year. And I share an article on how to make sure your content survives the committee process.

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By robert-rose published January 10, 2020

Your Prescription for Healthier Perceptions and Content Impact [The Weekly Wrap]

Listen to the Weekly Wrap here or subscribe on Apple Podcasts or Stitcher. If you enjoy the show, please take a moment to rate it or post a review.

And that’s a wrap of the week ending January 10, 2020

This week I’m trying to get perspective on perception. I share my take on the news that advertising as we know it is (mostly) dead. I talk with Ahava Liebtag about how to overcome the gap between perception and reality in what executives think audiences want vs. what audiences really want. And I point you to an article that gives a firsthand account of a patient’s health care content journey.

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By robert-rose published January 3, 2020

This is What to Do When People Don’t Get Content Marketing [The Weekly Wrap]

Listen to the Weekly Wrap here or subscribe on Apple Podcasts or Stitcher. If you enjoy the show, please take a moment to rate it or post a review.

And that’s a wrap of the week ending Jan. 3, 2020
The first week of the year has me reflecting on what to do when people just don’t “get it.” I offer a fresh take on an article that points to content marketing as a potential life ring for journalists. I talk with Alan Schulman about helping execs see content as much more than campaigns. And I share an article that will help make sure your C-suite really does get it.

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By robert-rose published December 20, 2019

Want True Fans? Stress Them Out in the Best Way [The Weekly Wrap]

Listen to the Weekly Wrap here or subscribe on Apple Podcasts or Stitcher. If you enjoy the show, please take a moment to rate it or post a review. 

And that’s a wrap of the week ending Dec. 20, 2019

And that’s also a wrap of 2019 as the Weekly Wrap goes on a one-week holiday hiatus. Meanwhile, I’m thinking about why we should work harder to stress out our audience – in a good way. I offer my fresh take on an article that says marketers are increasingly creeping people out (and consider ideas on how not to). I talk with legend David Meerman Scott about what marketers get wrong about content – and what they can do about it. And I point you to an article about three toy brands that inspire fans with their content marketing.

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By robert-rose published December 13, 2019

That Peloton Ad – Mistake or Failure? Plus, How to Keep Audience Attention [The Weekly Wrap]

Listen to the Weekly Wrap here or subscribe on Apple Podcasts or Stitcher. If you enjoy the show, please take a moment to rate it or post a review.

And that’s a wrap of the week ending Dec. 13, 2019

This week I’m thinking about the mistake or failure in light of the viral-for-the-wrong-reason Peloton ad. I offer a fresh take on a news piece that explains how The Wall Street Journal uses audience data to keep subscribers coming back. I talk with Jay Acunzo about creativity, show design, and holding audience attention. And I share a post that outlines the five common mistakes you might be making with your content marketing strategy.

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By robert-rose published December 11, 2019

2020 B2C Content Marketing: An Excellent Adventure [New Research]

Whoa dude! Thirty years ago, Bill & Ted’s Excellent Adventure was released in theaters. That’s a most excellent anniversary.

We’ve been producing our B2C Content Marketing 2020: Benchmarks, Budgets, and Trends only about a third as long. In reviewing this year’s results, we couldn’t help but notice some, well, bodacious correlations.

The headline? B2C Marketers Begin to Get Some Serious Traction with Content Marketing.

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