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 April 3, 2020

What Is Your Brand’s Responsibility to Content 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 April 3, 2020

This week I’m thinking about what exactly our responsibility to digital content is. I offer my fresh take on an article that suggests consumers don’t trust digital marketing. I talk with Leadtail CEO Carter Hostelley about B2B social right now – and how to prepare for the new normal. And I point you to an article that explains what to expect when you’re experimenting.

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By robert-rose published March 27, 2020

Which Content Marketers Will Do Well in the Post-Shutdown World? [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 March 27, 2020

This week I’m wondering when we can just “say when.” I explore how a Kumbaya moment between consumer and B2B magazines may offer a new model for content monetization for brand publishers. Brainrider’s Jon Kane talks with me about content marketing in these challenging (and rapidly changing) days. And I point out an article that will help you decide when (and how) the news should disrupt your content calendar.

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By robert-rose published March 20, 2020

The New and Future Reality of Virtual Events [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 March 20, 2020

This week I’m thinking about how we all need to watch our tone. I share a news article about in-person events that makes me think of that fortune-cookie game – instead of adding the phrase “in bed” to the end, just add the word “virtual” to the event title. I talk with marketing consultant Dennis Shiao about the right way to do virtual events. And I point you to an article about the magic of ghostwriting.

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By robert-rose published March 13, 2020

How to Make Content Your Brand’s Safety Net [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 March 13, 2020

This week I’m thinking about how content can act as a safety net. I share a fresh take on a new claim that CMO shine (and pay) is on the decline. Megan Gilhooly joins me to talk about how content teams can find data about everything from the customer experience to the customer journey and customer sentiment. And I point you to an article about the right and wrong way to use vanity metrics.

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By robert-rose published March 6, 2020

Why You Should Have Opinions and Embrace Creativity [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 March 6, 2020

This week I’m wondering whether we’re spiraling into silence – and what we can do about it. I talk about whether Salesforce’s acquisition of The CMO Club is the first of many. Jason Miller joins me to talk about how creativity may be the only real edge we have over machines. And I share an article that explores the power behind purpose-driven brands.

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By robert-rose published February 28, 2020

Ad Age Content Marketing Finalists Are Ads. It’s Wrong and It Matters.

First – a preface. The following post is a bit of a rant, and it’s mostly directed at me. Mea culpa here. We at CMI are self-described evangelists of the approach and philosophy of content marketing. We care. And I quite frankly have built a career about getting it right. When others don’t, that responsibility lies squarely upon our shoulders.
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By robert-rose published February 27, 2020

Avoid Predictions and Analyze the Possibilities of the Future [The Weekly Wrap]

Editor’s note: Sometimes you need to break the rules. We’re publishing The Weekly Wrap a day early to make room for a timely (and related) post from Robert Rose. Read and listen now. Then check back tomorrow.

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. 28, 2020

This week I’m wondering about stories from the future. I look at Ad Age’s content marketing awards – and find them to be aged ads. I talk with trend hunter and innovation expert Jeremy Gutsche about a methodology for seeing into the future. And I share several articles about future-proofing your content marketing strategy.

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By robert-rose published February 24, 2020

No One Can Break Your Content Rules If They Don’t Exist

You’re a rule breaker, iconoclast, rebel. You are somebody who won’t take “no” for an answer. Sounds like an ad for Apple doesn’t it?

These days we tend to celebrate the rule breakers. We’re taught that great leaders take risks and disrupt the status quo. They innovate by breaking the established rules with something better.

Until, that is, the rule breaker breaks a rule that we like.

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By robert-rose published February 21, 2020

The Truth in Content Marketing: What Is and What Ought to Be True [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. 21, 2020

This week I’m exploring the difference between what is true and what ought to be true. I share a news article about the problem with advertising and data. I talk with the authors of a new book about the internal workings of content marketing. And I recommend an article that gives you three strategies for connecting with your audience (hint: start with mutual truths).
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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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