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 December 11, 2019

2020 B2C Content Marketing: An Excellent Adventure [New Research]

Whoa dude! Thirty years ago, Bill & Ted’s Excellent Adventure was released in theaters. That’s a most excellent anniversary.

We’ve been producing our B2C Content Marketing 2020: Benchmarks, Budgets, and Trends only about a third as long. In reviewing this year’s results, we couldn’t help but notice some, well, bodacious correlations.

The headline? B2C Marketers Begin to Get Some Serious Traction with Content Marketing.

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By robert-rose published December 6, 2019

Should Data Really Be in the Content Driver’s Seat? [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 Dec. 6, 2019

This week I’m thinking about whether a Moneyball approach to content can predict the stories we should tell. I offer my take on a news story that suggests the age of customer experience is over. I talk with Cathy McKnight about the difficulty of (fairly) measuring content’s impact. And I share an article that will lead you to a shiny new metadata strategy.

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By robert-rose published December 2, 2019

The Demand-Gen Content Investment: Good to Great? [New Research]

“We won. Now what?”

That mind-opening observation came in a conversation I had with Velocity Partners’ Doug Kessler this year.

As he noted, we’ve gotten good at content marketing. Now, how do we become great at it?

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By robert-rose published November 29, 2019

Favorite Interviews, Rare Good News, and More To Be Thankful For [The Weekly Wrap]

Listen to the Weekly Wrap right 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 Nov. 29, 2019

This week I’m thinking about how viewing the world (and work) through a lens of gratitude changes everything. I round up some of the best news you might have missed this year and share highlights from some favorite interviews. And I point you to inspiring content marketing examples to review while you’re trying to resist the temptation to do some online shopping.

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By robert-rose published November 22, 2019

Digging Into the Marketing Measurement Myth [The Weekly Wrap]

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 Nov. 22, 2019

This week I’m thinking about how to measure what really matters. I dig into new research that claims to reveal the “moment of next.” I talk with Scott Monty about what Mr. Rogers can teach us about business. And I point out an article that gets to the heart of metrics that matter in demand and lead gen.

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By robert-rose published November 15, 2019

‘Do Less and Obsess’ & Other Observations From Ann Handley [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 Nov. 15, 2019

This week I’m thinking about whether we can be taught to learn by learning to teach. I’m digging into the news that Xerox is building a storytelling team. I talk with the one and only Ann Handley about how to just say no to more content. And I point you to the full results of our latest research into B2B content marketing plans and practices.

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By robert-rose published November 8, 2019

Foreseeing Career Happiness, Advantage of Privacy Compliance, 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 Nov. 8, 2019

This week I’m thinking about how we can more accurately predict which career moves will lead to future happiness. I share an article that suggests complying with privacy regulations presents a competitive advantage. I talk with Brad Berens, chief strategy officer at the Center for the Digital Future at USC Annenberg, about thinking exponentially rather than incrementally about the future. Finally, I share an article about what it means to play the long game when it comes to content marketing.

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By robert-rose published November 1, 2019

How to Plan for Spontaneity and React to Google’s New Algorithm [The Weekly Wrap]

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 Nov. 1, 2019

This week I’m thinking about the danger of losing spontaneity. I offer a fresh take on the news that Google is changing the way search works. I talk with Kathy Klotz-Guest about how to promote a culture of experimentation in business. And I share an article about how chinchillas and bacon help you write better content.

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By robert-rose published October 29, 2019

Are Marketers Just Waiting to Speak? Tips for Active Audience Listening [Research]

Are we listening or just waiting to speak?

When someone – a friend, a coworker, or our life partner – speaks, how often are we only thinking about what we want to say next?

You’re in a meeting where your coworker is talking about the state of the business, the results from last quarter, or the proposed new project, and you have this internal Q-and-A dialogue: “Wow, that’s a lot of data she just laid out. Do I agree with it? Which statements should I respond to? Should I ask a question now? I’m ready with an answer. What should I say to sound smart? What was I supposed to pick up from the grocery store?”

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By robert-rose published October 25, 2019

The Weekly Wrap: The 1 Thing That Goes Bump in a Marketer’s Night (and Day)

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 Oct. 25, 2019

This week I’m thinking about how to handle those marketing bumps in the night. I mull over Verizon’s startling move from publishing to commerce. I ask creative agency leader and teacher Jonathan Kranz for his tips on differentiating through content. And I point to an article that might just have you and your agency singing Kumbaya.

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