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 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 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

By robert-rose published March 17, 2021

Stop Turning Content Into Videos (and Start Doing This Instead) [Video Show]

It’s been said that a picture is worth a thousand words. At 30 images per second, less than two hours of video would be worth more than all the words in the English language.

Even if that old saying isn’t literally true, video and the strategy behind it are undeniably among the most important tools in the modern marketer’s kit.

This episode of Marketing Makers – the video series for those that make marketing work – breaks down the art and science of video in your marketing mix. Explore the key concepts in this post, then watch to discover the details, including insight from video expert A. Lee Judge.Continue Reading

By robert-rose published February 17, 2021

What Is Media Planning – and Why Should Content Marketers Care? [Video Show]

When you invest in content, you want the most people to see it. So you launch it where it has the best chance to be seen by the highest number of the right people in the shortest time.

Unfortunately, that means your content fights with everyone else’s for attention.

Does it make more sense to publish your content in a quiet space or try to stand out in a noisy one?

The art of deciding where to place content for the biggest impact is called media planning. And it’s at the heart of every great marketing strategy.Continue Reading

By robert-rose published February 9, 2021

Don’t Let Content Marketing Be a Dead-End Career [New Framework]

Content marketing is growing exponentially. But the advancement ladder for content practitioners is missing most of its rungs.

While many organizations consider content marketing an important, functional strategy (pardon us while we at CMI pat ourselves on the back), most have no idea how to build a career ladder for this function (and we stop patting ourselves on the back).

In most businesses I visit, I find confusion about where these content practitioners should live in the organization structure. Worse, I see a dead end for many.

To move up, talented content practitioners must move on – meaning they move out of the team and maybe away from the brand.Continue Reading

By robert-rose published January 27, 2021

B2C Content Marketers, Get Ready for More Responsibility in 2021 [New Research]

Spoiler alert to 2021: We’re not going to wake up to a “new normal” in February, March, or any time thereafter. We’re already here.

The pandemic simply accelerated the fundamental changes already underway, as the B2C Content Marketing Benchmarks, Budgets, and Trends: Insights for 2021 report, produced by Content Marketing Institute and MarketingProfs, shows.

By some estimates, consumer digital behavior jumped ahead five years in just eight weeks. The events of 2020 hit the warp-speed button on the disruption scale.Continue Reading

By robert-rose published January 20, 2021

Fine-Tune Your Reach and Frequency for Modern Marketing [Video Series Debut]

Ocean waves are beautiful. Entertaining. Sometimes destructive.

And they’re consistent. They change, but they never stop.

In marketing, we try to create big, loud waves that as many people as possible will notice. But we also want those waves to have the right kind of impact on the people we’re trying to reach. And, of course, we must be able to afford to reach those people and show the value of the impact we’ve made.Continue Reading

By robert-rose published January 19, 2021

Get Your Content Governance in Order With This 1 Thing

It’s time to get your content marketing governance in order.

Now, you might see the word “governance” and think, “We don’t need governance. That’s too big for us. We’re only a handful of people.” Or you might think, “that’s above my pay grade.” You may be right. Many of the changes and authority required to install a good content marketing governance plan may be out of your control.

But that doesn’t permit you to forego any kind of order. Let’s talk about the first, manageable step – creating an editorial board.Continue Reading

By robert-rose published January 13, 2021

Demand Gen for Content Marketing in the Next Decade [New Research]

We can agree 2020 was disruptive, weird, and put us all into new territory regarding our demand generation strategies. If we thought digital marketing was changing fast as 2019 ushered in the ’20s, well, 2020 said, “Hold my beer.”

We not only have experienced increased pressure to create trustworthy, differentiated content but to boost top-of-funnel demand for our products and services. For many businesses, there’s been an exponential increase in the need to be more digital, develop more direct relationships with customers, and do it all from the confines of remote work.Continue Reading

By robert-rose published November 10, 2020

What You Need to Know About the Data Party Game

Owned media (your websites, content marketing hubs, commerce platforms) are core pieces of digital strategy. But confusion abounds over their ability to collect audience data – what can be acquired, how it is governed, and how it can be used in content marketing strategies.

You likely are still navigating the wave of regulatory acronyms – including GDPR and CCPA – that rocked the industry in the last couple of years. Then, you have to ponder Google’s plan to phase out third-party cookies, Apple’s new bar for data privacy, and other data-related changes.

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By robert-rose published October 28, 2020

Let’s Not Zero Out Our Data Parties

A new data trend has brands wondering if the digital marketing party might be over for good. Robert Rose sets the record straight on what it is, why it matters, and what it means for content marketing’s future.

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