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 ten 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 weekly on his popular podcast - The Weekly Wrap. Follow him on Twitter @Robert_Rose.

By robert-rose published September 13, 2019

The Weekly Wrap: How to Go Off Script AND Stay in Compliance

Listen to the Weekly Wrap right 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 Sept. 13, 2019

Even though it’s Friday the 13th, I’m feeling lucky because this week – and every week – offers us a chance to go off script, disrupting some tired old patterns and pursuing a new path to success. As proof, I offer a fresh take on a publisher that broke the mold and achieved remarkable growth by focusing on its core business function. Next, I talk with best-selling author, attorney, and intellectual property authority Ruth Carter about the practicalities of maintaining compliance with data privacy regulations, and I point you to an article that will help you mitigate your brand’s risk when sharing content on social media.
Continue Reading

By robert-rose published September 6, 2019

The Weekly Wrap: Don’t Fear the Unsatisfying Ending

Listen to the Weekly Wrap right 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 Sept. 6, 2019

This week I’ve been thinking about Content Marketing World … about whether the story has a satisfying ending … about how to shake up traditional approaches to marketing … about getting involved in societal issues … and about what we can learn from brands leading with purpose.

Continue Reading

By robert-rose published August 30, 2019

The Weekly Wrap: Your Content Team Doesn’t Need Superstars. It Needs This.

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 Aug. 30, 2019

This week I’m thinking about who’s the most important person on your team … whether Allstate’s new content internal team is in good hands … how to structure content teams to support innovation and collaboration … and about how Agile processes lead to sharper teams.

Listen to the Weekly Wrap

I’ve changed the Wrap’s format and length this summer, bringing you more insights and ideas each week. So, let’s wrap it up:

  • One deep thought (2:10): When you assemble your content dream team, are you calling the most skilled people you know? That approach seems to make sense. But superstars rarely save teams. It’s not always the people with the top skills who make a team really work. To really ramp up team performance, you need this one kind of player.
Superstars rarely save #content teams, says @Robert_Rose. #WeeklyWrap Click To Tweet

  • A fresh take on the news (8:26): Crain’s Chicago Business ran an interesting article this week that touches on a topic I’ve written about: the rise of the internal agency model. The Crain’s article talks about how Allstate (a company I’ve worked with) has formed a 200-person internal creative team with plans to bring more marketing in-house. As part of the move, the company is parting ways with its external agency, Leo Burnett, which held the account for 62 years. I explain why I believe the content team at Allstate is in good hands, but I’m not necessarily a fan of the internal agency model – even though a streamlined set of creative services, production capabilities, and even media buying can be an extraordinarily productive strategy. (Think lead rather than serve.)
.@Allstate parts ways with its agency of 62 years to form in-house team, @CrainsChicago. #WeeklyWrap Click To Tweet
  • This week’s person making a difference in content (13:80): Laura Hamlyn built a team that embodies the idea of content-as-leader model. I’ve worked with Laura in her role as head of content strategy and content marketing programs for Red Hat, which was recently acquired by IBM. At Red Hat, she manages a global team responsible for web content strategy, content marketing programs, content operations, translations and localization, and content messaging and governance. And, she’s a finalist for 2019 B2B Content Marketer of the Year.

We talk about how Laura grew her team from a handful of content creators to a centralized, 40-person powerhouse focusing on four pillars of content expertise. Laura explains the importance of embracing change, “selling” your content throughout the organization, and measuring the value of content over time.

If you’ve ever wrestled with how to structure a team, how to get the business to embrace your team, and how to prove the value of the team’s work (both organic and campaign content), don’t miss this part of the show.

Listen in, then learn more about Laura’s work by:

  1. Attending the Technology Forum Sept. 6 at Content Marketing World
  2. Browsing through the Red Hat website (she’s open to your feedback)
  3. Reading about her work on the CMI blog
  • One content marketing idea you can use (34:57): If you missed this post on Agile marketing earlier this year, look at it now. Andrea Fryrear explains how the values behind Agile marketing can help your team work smarter.

Love for this week’s sponsor: Content Marketing World

The largest content marketing event in the world returns next week (Sept. 3-6), with closing headliner Mindy Kaling. It’s not too late to join us in person – you can still register with ROSE100 to save an extra $100.

If you can’t be there, make sure to follow #CMWorld to join the fun from afar.

The wrap-up

Tune in next week for another deep thought, a fresh take on the news, an interview with one brilliant person making a difference in content, and a great content marketing idea you can use. And it’s all delivered in a little less time than it takes Apple’s new credit card to become nonfunctional.

If you like this weekly play on words, we’d sure love for you to review it and share it. Hashtag us up on Twitter: #WeeklyWrap.

It’s your story. Tell it well.

To listen to past Weekly Wrap shows, go to the main Weekly Wrap page.  

Cover image by Joseph Kalinowski/Content Marketing Institute

How do I subscribe?

By robert-rose published August 23, 2019

The Weekly Wrap: Forget Creative Freedom – Content Thrives on Constraints

Listen to the Weekly Wrap right 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 Aug. 23, 2019

This week I’m thinking about how rules and constraints foster the creative response … about what happens when consumers put a price on their data … about the futility of “snapshot productivity” … and about how the right creative brief means the difference between a great first draft and a creative disappointment.

Continue Reading

By robert-rose published August 16, 2019

The Weekly Wrap: Data Makes Content Marketing Better

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 Aug. 16, 2019

This week I’m thinking about the danger of forgetting that “buy-in” doesn’t necessarily mean “all in.” I offer a fresh take on a news piece asking why so many content marketers overlook one obvious (and effective) tactic. I talk with Salesforce’s Heike Young about finding no-cost ways to use data in content – and why sales enablement strategy trumps TikTok strategy every time. I point to an article that will help you spice up your content strategy. And all that conversation gets done in 30 minutes.

Continue Reading

By robert-rose published August 9, 2019

The Weekly Wrap: It’s Time to Do Something About Diversity

Listen to the Weekly Wrap right 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 Aug. 9, 2019

This week I’m thinking about how strength comes from the diversity of our voices and the character of our brands. I offer my take on a news piece reminding us that emerging markets offer a prime opportunity for growth (and how those markets might be closer than you think). I talk with Sydni Craig-Hart about how ignoring the diversity of your audience means leaving money on the table. And I point you to an article that shows how smart brands put their corporate culture to work for their audiences.

Continue Reading

By robert-rose published August 2, 2019

The Weekly Wrap: For Unskippable Content, Focus on Quality Things

You can listen to the Weekly Wrap right here each week or subscribe on Apple Podcasts or Stitcher. If you enjoy the show, please rate it or post a review.

And… that’s a wrap of the week ending Aug. 2, 2019

This week I’m thinking about how we (and our corporate websites) are simply extensions of all the things we own. I offer my take on the news about Staples introducing a new content “thing” to support its launch of a new brand identity. And I introduce an interview segment, in which my debut guest – marketer extraordinaire and recovering politician Jim Kukral – explains a few things you need to know to make your content unskippable. Finally, I share a must-have content checklist to help you create quality content reliably and repeatedly.

Continue Reading

By robert-rose published July 19, 2019

The Big Difference an Apostrophe Makes in a Brand’s Stories

What are your brand’s stories? #ApostrophesMatter

Let’s step into the world of brand storytelling a bit. It can be a confusing place, with lots of buzzwords and confusing metaphors. Honestly, it’s a place where many of us content marketers feel a little hamstrung.

You see, when people get together to talk about telling a “brand story” often what we end up discussing is the story and the overall value of the brand itself. It’s hard to avoid and we quickly run into a dead end. But the brand story is different than the brand’s stories (#ApostrophesMatter). Let’s explore.

Continue Reading

By robert-rose published June 13, 2019

The 7 Core Roles of a 2020 Content Marketing Team

“What does a content marketing team look like?”

This is the third most-frequent question from companies after (1) how do I measure a content marketing strategy and (2) how do I scale a content marketing approach. It should probably be the first.

You might be a team of one, wearing multiple marketing hats. Or you might be a global, siloed, integrated marketing and communications team of hundreds. It doesn’t matter. “Content” should absolutely be a strategic function in your business. It deserves the same dedication to roles and responsibilities that you provide for your accounting, legal, sales, and every other strategic activity the business performs.

Continue Reading

By robert-rose published May 24, 2019

In a Creative Rut? Refresh Your Energy With These Inspiring Insights

Editor’s note: The following article was originally published in the all-digital debut issue of Chief Content Officer magazine. This new version enables us to share audio, video, and more. Check out the interview below. Or listen to or watch the 5-minute interview in the magazine. (Subscription info at end of this post.)

Dewitt Jones may not be a marketer, but he’s certainly a content master. At Content Marketing World 2018, he received a standing ovation for his inspirational and moving keynote talk.

Read on for his advice, then watch the video to see his advice in action.

Continue Reading