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 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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By robert-rose published October 21, 2020

How to Measure the Value of Your Subscribers

Updated Oct. 21, 2020

Peter Drucker once said that the purpose of business is to “create a customer.” I believe this is true. But marketers (and other business executives) take the term “customer” too literally.

Many think a customer is created when they purchase the product or solution the company offers.

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By robert-rose published September 11, 2020

Why Is It Harder to Stop Than to Start? [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 Sept. 11, 2020

This week I’m wrapping this podcast up – at least for now. I’m wondering whether it can ever be as easy to stop things as it is to start them. And I point you toward what’s coming next.

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By robert-rose published September 4, 2020

Should Your Brand Enter Controversial Conversations? [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 Sept. 4, 2020

This week I’m asking whether we should be more controversial. CMI founder Joe Pulizzi and I talk about whether Google should replace universities. And I point you to an article that asks whether you’re ALL-IN with Content Marketing.

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By robert-rose published September 2, 2020

Think Strategically About Your Content Model

Updated Sept. 2, 2020

I’m going to give you the secret, revealing question to make the business case for content strategy. Are you ready? Here it is:

How much did you spend on content last year?

Go ask your CFO. When they toss you out on your ear without an answer, know you just made the most compelling business case for a strategic approach to content. Though the dollar amount is difficult to calculate, your business probably spent more on the creation, management, activation, promotion, and measurement (or lack thereof) of content than just about any other expense.

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By robert-rose published August 28, 2020

Will You Do Me a Favor? [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 Aug. 28, 2020

This week I’m asking if you’d do me a favor. I talk with Bynder’s Brian Kavanaugh about whether we should depend more on our audiences for content. And I point you toward a crash course in journalistic principles that help brands earn trust.

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By robert-rose published August 27, 2020

Why Google Shouldn’t Drive Your SEO Strategy

This post was co-written by content strategist and freelance SEO writer, Liam Carnahan.

Why are we chasing the Google algorithm instead of leading it?

That might seem like a weird question. But perhaps our existing presumptions and predictions are part of the chasing problem. As SEO-minded content marketers, we continually ask, “What will Google do next?”

Will Google find a new way to blend ads in with organic search?

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By robert-rose published August 21, 2020

Should You Add More to Scale Your Content Strategy? [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 Aug. 21, 2020

This week I’m asking whether technology or people are more important in content strategy. I talk with futurist Kate O’Neill about whether marketing technology is serving us – or we’re serving technology. And I point to an article that explains what to consider when it’s time for new marketing tech.

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By robert-rose published August 18, 2020

So You Think You’ve Built an Audience? Not So Fast

You may have built a database of leads. But unless you know how to turn those casual hand raisers into a community of engaged subscribers, you’re letting marketing value slip through your fingers. Here’s what you need to know.

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