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 December 9, 2022

Before Deciding Where Your Content Team Reports, Pay Attention to This [Rose-Colored Glasses]

When a brand creates a new content marketing or content strategy team, they often ask, “What function or department should the content team report to?”

My answer? “Yes!”

Now, I’m not trying to be a smart aleck. (Well, I am a little bit, do you even know me?) But seriously, my yes comes from years of helping implement content teams in dozens of businesses. My affirmative response indicates the most important thing isn’t to whom content reports; it’s that content teams report to the business.Continue Reading

By robert-rose published December 2, 2022

How a ‘Purple Audience’ Approach Leads to a Better Long-Term Content Strategy [Rose-Colored Glasses]

“The stock market is not the economy.”

When the stock market is up, it doesn’t always follow that the economy is great. When the stock market crashes, it doesn’t always mean the economy is bad.

That’s as true today as it was 25 years ago when I first got into marketing. And it’s a great reminder to avoid basing business decisions on faulty connections.

Over the years, I’ve learned an adjacent lesson about content and audiences: Popularity isn’t a sign of differentiation. People don’t necessarily regard what is popular among online audiences or the media as high quality – or even true.

Continue Reading

By robert-rose published November 18, 2022

How a Spoonful of Story Helps Even ‘Boring’ Content Go Down [Rose-Colored Glasses]

Content practitioners create a spectrum of creative content. Some, like thought leadership e-books, entertaining videos, or customer stories, are seemingly filled with storytelling opportunities.

Then, there are the more process-oriented pieces – standards, guidelines, how-to instructions, and other initiatives that relay valuable information. Though necessary, these “constructed” pieces are rarely considered a place to stretch the creative legs.Continue Reading

By robert-rose published November 15, 2022

The New Chief Content Officer: Why the Job Description Must Change

CMI first described the Chief Content Officer (CCO) job more than a decade ago.

In those days, companies needed senior leaders to spearhead the integration of “content marketing activities” into more traditional marketing campaigns.

Today, content leadership must expand beyond marketing (even content marketing) to encompass an all-communication strategy.

That means today’s chief content officer (regardless of whether that’s the title the person holds) guides the content that makes up every experience a customer, audience member, or prospect has with a brand.

What does that look like in practice? I’ll explain and provide a chief content officer job description you can copy.Continue Reading

By robert-rose published November 4, 2022

Don’t Make SEO the Reason for Your Content Marketing Strategy [Rose-Colored Glasses]

Historically, many businesses started their content marketing programs because they believed it would help them rank higher for organic search results. When their target audiences would search for potential solutions to their needs and wants, they would find the brand’s vast array of content and believe that brand is the one that provides the most value.Continue Reading

By robert-rose published October 28, 2022

The Key to Sales Enablement? Teach Your Storytellers Well [Rose-Colored Glasses]

A poor storyteller can kill a great story.

Think of all those great novels that turn into awful movies. Or, that amazing presentation you put together for the CEO who butchered it.

I recently watched a CEO on stage throw his staff under the bus because he didn’t understand the presentation. He started skipping slides and making stuff up. I felt all the feels for the poor team that put in so much work – only to watch it get botched.Continue Reading

By robert-rose published October 21, 2022

How Story Packages Help You Scale SME-Driven Thought Leadership Content [Rose-Colored Glasses]

You know that feeling when you’re watching a movie, and a character suddenly starts explaining things in so much detail you find yourself pulled entirely out of the story?

You experienced an “info dump.” And I bet you didn’t like it.

The most familiar movie info dumps usually involve the villain explaining their entire plan to the story’s hero, laying it out in (sometimes) excruciating detail that delays the action.Continue Reading

By robert-rose published October 18, 2022

Digital Brand Compliance: A New Responsibility of Content Marketing

Is every company now a media company?

Though the answer has yet to be written definitively, I know how most content marketers would respond.

Every successful company’s marketing strategy includes a functioning media management operation.

Put simply, today, you may not be a media company, but you definitely are starting to operate like one.Continue Reading

By robert-rose published October 14, 2022

Your 2023 Planning Shouldn’t Be All About That Tech [Rose-Colored Glasses]

Do marketers dream of magical tools? (I couldn’t resist that Blade Runner reference).

As we enter the fourth quarter (for many), it’s time for planning. Budgets are due. Plans are being formed. Leftover money must be spent before the year’s end.Continue Reading

By robert-rose published October 7, 2022

Should Your Content Team Play to Its Strengths or Fix Its Weaknesses? [Rose-Colored Glasses]

Do you know your own strength? What about your weaknesses?

One business management and leadership theory suggests that people and teams will achieve more success by building on their strengths than by trying to fix their weaknesses.

The theory doesn’t mean you should ignore weaknesses. Instead, it suggests you should invest deeply in talents and strengths and minimize the effects of any weaknesses. (You can read more about it in the book Strengths Based Leadership, based on the Gallup organization’s 30-year research project.

I’m all in on this idea. I’ve seen this idea work for content teams that achieve success over the long term. But the choice isn’t always clear.Continue Reading

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