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 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.

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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.

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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.

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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.

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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.

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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.

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By robert-rose published May 22, 2019

Will the Real ROI In Content Please Stand Up

Editor’s note: Given that ROI remains a most frequently asked topic in the industry, we updated this original Chief Content Officer piece from a few years ago to help you answer the ROI question today.

Marketing measurement and ROI. Heard of them? Yeah, I thought so. It’s kind of a thing right now.

Without fail the most common question I get at workshops or advisory days with clients is “how are we going to show return on a content marketing investment?”

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By robert-rose published April 24, 2019

The Struggle is Real for Content Management and Technology [New Research]

When I graduated college, my dad gave me one of those super-duper, deluxe tool sets. It had everything. There was a 330-piece socket wrench set, a two-gimbal palm, 24 screwdrivers, a hex set, two claw hammers, eight pairs of pliers, and on and on. I had no idea what to do with it all. I tried to learn, but never used any of it well.

Thirty years later, that toolbox sits dusty in the back of my storage unit. In my office is a leather box that I’ve had for the last decade. It has a total of two screwdrivers (one flathead and one Phillips head), a hammer, a couple pairs of pliers, and a Leatherman multi-function tool. I’m happy to report that in my household I’m not known as the “fix-it guy” nor the “helpless guy.” That little box has gotten me through most household projects. I operate from the strategy, if I can’t fix it with what’s in the box, it’s probably something I shouldn’t be messing with anyway.

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By robert-rose published March 5, 2019

What’s the Difference Between Content Marketing, Branded Content, and Native Advertising?

Two of the most frequent questions I’m asked about a new content publication project are: “How much of our brand should be in our content?” and “What should the distribution model be?”

Three years ago, I wrote an article, Clarifying the Noise: The Content Marketing Spectrum. I attempted to stratify (and demystify a bit) the different approaches of content marketing, native advertising, and branded content. At the time, I said this was a “work in progress” and I would add to it as we thought of new ways to provide clarity.

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By robert-rose published January 28, 2019

Your 2020 Mission: A Unified Strategy for Content in Your Marketing

In case you haven’t noticed – over the years here at CMI we’ve spent quite a few brain cells and digital ink defining and defending the approach of content marketing as a separate and distinct methodology to influence customer behavior.

More than a decade ago, my good friend and CMI founder Joe Pulizzi wrote his seminal post and put a stake in the ground for our beloved practice. He said it very plainly. Marketers have the opportunity to provide “truly relevant and useful content to prospects and customers to help them solve their issues.

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