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 follow him on Twitter @Robert_Rose.

By robert-rose published September 15, 2021

Solve 3 Puzzles in 1 Content Strategy [Video Series]

Welcome to the wonderful world of puzzles.

Move the word “content” around to form marketing content, content operations, and content marketing, and you get a picture of how your company uses content.

But the secret to creating a clear picture – a content strategy – is that you’re not solving for one puzzle. It’s three. Still, the best way to solve them is to dump all three boxes of pieces onto the table. Then put them all together piece by piece by piece.

Only then can you see the whole picture of content strategy at your company.Continue Reading

By robert-rose published August 18, 2021

Personal Content Experiences Matter More Than Personalized Content [Video Series]

It’s like the restaurant owner at that little Italian place down the road that you’ve been going to for years. You and your family walk in. They give you a huge greeting, take you to a front-window table, and bring over coloring books for the kids.

That’s personal. And it’s the best kind of marketing because it delivers you the optimal experience – one that keeps you coming back for more.Continue Reading

By robert-rose published August 9, 2021

Try These Storytelling Structures To Build, Strengthen, or Repair Your Brand

Updated August 9, 2021

What are your brand’s stories? #ApostrophesMatter

One of the more controversial topics in marketing is how much control any company has in its “brand.” On one side of the argument are those who say brand control is an illusion. The thinking here is that not only do you not have control over how your brand is currently perceived, you never had any say in it.Continue Reading

By robert-rose published July 28, 2021

Providing the Best Answer May No Longer Be the Best Strategy for SEO [Video Series]

Welcome to the race for position no. 1.

Except in this race, we are not the cars. We are not the drivers.

We are the racetrack. And we are competing to be the first choice for every car and driver.

The race is search. The most frequently chosen car? Google, which commands almost 88% of the global search market.Continue Reading

By robert-rose published July 21, 2021

Beyond the PDF: Why B2B Content Marketing Demands an Evolution

Predicting the “death” of a media-related technology will get you in trouble most quickly. The next worse trouble-making prediction? Saying there will be no replacements at all.

Watch me try to stay out of trouble.

Our journey starts in 1995.

Continue Reading

By robert-rose published July 20, 2021

How To Make a Better Case for Content Marketing in 2021

It feels like we’ve been here before.

[Quickly checks archive.]

Ahhh, yes. We have.  We’ve built the business case for content marketing here.  And here. And here.

But here’s an interesting anecdotal tidbit for you. The overriding purpose behind establishing a content marketing strategy has changed as we round the bend of the third quarter of 2021. Continue Reading

By robert-rose published June 23, 2021

How to Build a Content Optimization Process That Goes Way Beyond SEO [Video Series]

About 2,7000 years ago, people began to optimize content so it could be discovered.

How? They built libraries.

Libraries gave people an organized archive they could search for answers to their questions.

About 2,300 years ago, the Great Library of Alexandria in Egypt had a famous librarian, Callimachus, one of the most renowned Greek poets and scholars.

But Callimachus’ fame didn’t come from his storytelling. No, he introduced the first topical catalog of the library’s holdings. He ostensibly built the first Google of the world.

In this month’s Marketing Makers episode, I explore the evolution of content optimization, then leap ahead to the challenges of optimizing content in 2021. Watch the full episode here, or skip ahead to the segment where I show you a content optimization model for the future that takes into account all the ways people look for information today.

Continue Reading

By robert-rose published June 2, 2021

Content Management and Strategy: The Big Wave Is Here [New Research]

Surfers say waves travel in groups of seven. They call them a “set.” Having the patience to wait for the biggest, most powerful seventh wave is the key to a great day in the water.

In reality, there is no seventh wave. Or, more specifically, the “seventh” wave could be any wave. There are bigger waves and smaller waves, but patterns – though they exist – are elusive.

Even so, great surfers can sense when that big wave is imminent.Continue Reading

By robert-rose published May 19, 2021

How Content Operations (Done Well) Magically Balances Creativity and Scale [Video Series]

You’ve probably heard people describe marketing departments as places for trying fantastical things where no one has a bad idea, and everybody’s work gets a star and gets put up on the refrigerator.

If that was ever true, those days are over.

CEOs now see the marketing function as a driver for growth, according to an article in McKinsey. As one former CEO said, “Data has changed how the C suite is interacting with marketing. Now it’s very hard to separate company strategy from marketing strategy.”Continue Reading

By robert-rose published April 21, 2021

How to Demystify the Process of Measuring Content Marketing ROI [Video Show]

I’m not a handy guy, but I know how to use a tape measure. If I use the tape measure to figure out the height of my fence, I can determine the value of my house, right?

Well, no, of course not.

Yet when it comes to measuring the effectiveness of marketing, we often make these kinds of leaps. We look at some arbitrary measurement – like page views or downloads – and try to link it to a return on investment.

In the latest episode of Marketing Makers – the series for those who make marketing work, I delve into the sometimes-mystifying process of measuring the return on investment for marketing – and, more specifically, the content that feeds the marketing machine. I walk you through the art and science of putting together all those arbitrary numbers to tell a story about helping business performance.Continue Reading

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