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 follow him on Twitter @Robert_Rose.
Ocean waves are beautiful. Entertaining. Sometimes destructive.
And they’re consistent. They change, but they never stop.
In marketing, we try to create big, loud waves that as many people as possible will notice. But we also want those waves to have the right kind of impact on the people we’re trying to reach. And, of course, we must be able to afford to reach those people and show the value of the impact we’ve made.Continue Reading
It’s time to get your content marketing governance in order.
Now, you might see the word “governance” and think, “We don’t need governance. That’s too big for us. We’re only a handful of people.” Or you might think, “that’s above my pay grade.” You may be right. Many of the changes and authority required to install a good content marketing governance plan may be out of your control.
But that doesn’t permit you to forego any kind of order. Let’s talk about the first, manageable step – creating an editorial board.Continue Reading
We can agree 2020 was disruptive, weird, and put us all into new territory regarding our demand generation strategies. If we thought digital marketing was changing fast as 2019 ushered in the ’20s, well, 2020 said, “Hold my beer.”
We not only have experienced increased pressure to create trustworthy, differentiated content but to boost top-of-funnel demand for our products and services. For many businesses, there’s been an exponential increase in the need to be more digital, develop more direct relationships with customers, and do it all from the confines of remote work.Continue Reading
Owned media (your websites, content marketing hubs, commerce platforms) are core pieces of digital strategy. But confusion abounds over their ability to collect audience data – what can be acquired, how it is governed, and how it can be used in content marketing strategies.
You likely are still navigating the wave of regulatory acronyms – including GDPR and CCPA – that rocked the industry in the last couple of years. Then, you have to ponder Google’s plan to phase out third-party cookies, Apple’s new bar for data privacy, and other data-related changes.
A new data trend has brands wondering if the digital marketing party might be over for good. Robert Rose sets the record straight on what it is, why it matters, and what it means for content marketing’s future.
Updated Oct. 21, 2020
Peter Drucker once said that the purpose of business is to “create a customer.” I believe this is true. But marketers (and other business executives) take the term “customer” too literally.
Many think a customer is created when they purchase the product or solution the company offers.
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.
This week I’m wrapping this podcast up – at least for now. I’m wondering whether it can ever be as easy to stop things as it is to start them. And I point you toward what’s coming next.
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.
This week I’m asking whether we should be more controversial. CMI founder Joe Pulizzi and I talk about whether Google should replace universities. And I point you to an article that asks whether you’re ALL-IN with Content Marketing.
Updated Sept. 2, 2020
I’m going to give you the secret, revealing question to make the business case for content strategy. Are you ready? Here it is:
How much did you spend on content last year?
Go ask your CFO. When they toss you out on your ear without an answer, know you just made the most compelling business case for a strategic approach to content. Though the dollar amount is difficult to calculate, your business probably spent more on the creation, management, activation, promotion, and measurement (or lack thereof) of content than just about any other expense.
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.
This week I’m asking if you’d do me a favor. I talk with Bynder’s Brian Kavanaugh about whether we should depend more on our audiences for content. And I point you toward a crash course in journalistic principles that help brands earn trust.
