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 May 29, 2020

Bounce Back? Nope. What You Should Prepare For Now [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 May 29, 2020

This week I’m wondering if we’re bouncing back – or forward. I offer my fresh take on how to plan for an economic bounce back. I talk with “unapologetic marketing truth teller” Katie Martell about the intersection of marketing and social movements. I share an article about the disruptive change we need now. And, for the first time, I offer you the choice to listen to the podcast or watch the new video version below. (Time stamps apply to the audio version.)

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By robert-rose published May 28, 2020

3 Secrets to Writing Better Video and Audio Scripts [Examples]

When I walked off the college stage in 1987, steeped in English literature, the first thing I did was to get into my car, drive across the country to Los Angeles with $500, a U-Haul full of music gear, and the dream of being the next Billy Joel.

That didn’t turn out so well.

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By robert-rose published May 22, 2020

You Can Never Save Time, But You Can Use It Wisely [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 May 22, 2020

This week I’m thinking about how we can never save time (so we should be careful how we spend it). I offer my fresh take on an article that claims the pandemic has created the biggest opportunity for publishing in 75 years. Jessica Hodkinson joins me to talk about the changes the COVID-19 crisis is bringing about in content marketing and strategy, and the differences in approach between B2B and B2C companies. Finally, I point to an article that asks whether we’re spending time on the right – or the wrong – things.

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By robert-rose published May 15, 2020

Patience Wearing Thin? How to Fatten it Up [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 May 15, 2020

This week I’m wondering how to fatten up patience when it’s wearing thin. I point to a new study that says media buyers and brands have paused their ad spend. Copyblogger founder Brian Clark joins me again to talk about how to avoid letting empathy become an empty buzzword. And I point you to a long-term playbook for content marketing success.

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By robert-rose published May 8, 2020

Can You Break Rules in the Right 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 May 8, 2020

This week I’m wondering whether rules are made to be broken. I share my take on an article about how the Financial Times is enjoying better … financial times. I talk with Brian Clark about his journey as a solopreneur, co-founder, and sabbatical taker, and about his new work. And I point you to an article about breaking the (right) rules with your content.

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By robert-rose published May 6, 2020

Content Management and Strategy: A Disruptive Change We Need [New Research]

“These are scary times for managers in companies.”

Twenty years ago, almost to the day, business strategist, author, and professor Clayton Christensen wrote those words to describe what was happening with the global economic crisis of the dot-com boom and globalization. In the introduction to the piece, he warns that before managers “rush into the breach, (they) must understand precisely what types of change the existing organization is capable and incapable of handling.”

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By robert-rose published May 1, 2020

Follow the Search for Better Answers [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 May 1, 2020

This week I’m searching for better answers. I offer my take on the new trend of retail brands cooperating on content. I talk with Kate Volman about content strategy and leadership. And I point you to an article about crushing your content goals with a team built on talents rather than tasks.

Listen to the Weekly Wrap

The theme this week is better answers. (If there are no right answers, you better look at what’s left.)

Let’s wrap it up.

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By robert-rose published April 30, 2020

How to Make a Weekly Podcast: A Step-by-Step Guide

“I have too much time and too much money,” said no marketing person ever.

So, it’s safe to say that I’m a relatively prolific content creator these days. I know, I know, insert your jokes here. I’ll wait.

One of my labors of love (and occasionally sponsorship) is Content Marketing Institute’s The Weekly Wrap podcast. While I am a creator and host on two podcasts (This Old Marketing being the other), The Weekly Wrap is the one I write, host, produce, and get ready for prime time on a weekly basis.

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By robert-rose published April 24, 2020

Time to Ask What, So What, and Now What? [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 April 24, 2020

This week I’m thinking about three questions: What? So what? Now what? I share my fresh take on the reveal of Amazon platform changes that expose publishing’s weak points (again). I talk with The Content Council’s chair Jacqueline Loch about the challenges of developing messaging and stories in the COVID-19 era. And I take you back to the future with content marketing predictions for 2020.

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By robert-rose published April 22, 2020

Hey Brands, Don’t Make 2005’s Mistake on Your Future Virtual Events

It’s a weird time. People are scared, and the whole world is in chaos. But we will get through this. We will persevere. And there will be a time for us to reflect on all that we did to evolve our marketing strategies through this.

As I write this, publishers and event companies (including CMI’s parent company, Informa) are evolving their conference and event strategies. One of the most viable, and certainly popular, solutions is the move to transform physical events into virtual events.

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