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 September 5, 2013

How Marketers Can Take Data-Driven Content Creation to the Next Level

content creation-search for data meaningWe already know that the roles of the CMO and the CIO are evolving. We also know that the use of content and data to enhance consumer experiences is one of the primary drivers of this evolution. Big Data just might be the big idea that hastens the alignment of this purpose; but just like content, it won’t deliver it on its own. Advancing our success with data-driven content creation will only come with the evolution of a new role in the organization — something I’m calling the “Manager of Meaning.”Continue Reading

By robert-rose published August 26, 2013

Why Native Advertising Is Neither

brand-native advertisingIn preparation for one of CMI’s upcoming reports, I’ve had the pleasure of meeting with a number of companies that are in what’s being called the “native advertising” space. Through this experience, I’ve come to the conclusion that, while the technique can potentially create significant value, native advertising is actually neither “native” nor “advertising.” It is simply one aspect of the larger discipline we know of as branded content marketing.Continue Reading

By robert-rose published July 28, 2013

B2B Marketing Research: How CMO Roles Need to Evolve

b2b marketingForrester Research recently conducted a joint study with the Business Marketing Association (BMA) that we at CMI were greatly interested in reading: B2B CMOs Must Evolve Or Move On.

Indeed, the role of the B2B CMO is undergoing fundamental change, and I, for one, wholeheartedly agree with the report’s conclusions — particularly the one that states, “those marketers who better demonstrate a direct connection between marketing activity and business results earn a more prominent seat at the leadership table.

However, I find the “swagger” conveyed in the survey results to be somewhat mystifying. In some instances, these findings were in stark contrast with our experience at CMI (as well as with the data from other recent studies). In fact, for at least two of the enterprises expressly called out in the report, I can tell you that the “don’t worry, we got mad skillz, bro” attitude does not comport with the reality at ground level.Continue Reading

By robert-rose published July 15, 2013

Why Your Business May Need a New Content Map to Find Success

content mapIn the consulting and advisory side of our business, we’re honored to work relatively frequently with businesses both large and small. These days, because of the rapid growth of content marketing, the businesses we work with are, in many cases, actually reinventing an existing content marketing strategy. And sometimes in these instances, the business case for reinvention starts from a point of disadvantage because there is usually some level of skepticism that has been built up.

The result is a bit of a catch-22: It’s hard to throw out the existing approach, because, well… we worked so hard on it. And what’s to say that a reinvented one will actually work better? So, the business just tries to incrementally chase improvement to make the most out of what they have to work with. Continue Reading

By robert-rose published June 14, 2013

A Strategic Map of Content Marketing Technologies

content marketing technologyHow is content marketing technology different than other marketing solutions? Does anyone really need yet another segmented view of marketing software solutions? These are questions that, candidly, we at CMI started asking ourselves just after the first Content Marketing World event in 2011. Continue Reading

By robert-rose published June 4, 2013 Acquires ExactTarget: How It Could Impact Content Marketing

content-marketing-salesforce-exacttargetI met (if you can call it that) Marc Benioff in 2003. It was at one of the first DreamForce conferences, and the company I was working for was one of the exhibitors. As he breezed by me with his (even then) sizable entourage, I told him that I thought DreamForce was one of the smartest content marketing moves he could make. He just kind of looked at me (in the way that only Benioff can), quizzically muttered, “thank you,” and then saw General Colin Powell (who was the keynote that year) and moved on.  Continue Reading

By robert-rose published May 16, 2013

Be Remarkable or Fail: Changes Content Creators Must Make

remarkable content stands out in crowdOver the last few weeks, Joe Pulizzi and I have posted a few of our ideas on the importance of planning in a successful approach to content marketing. Joe touched on the importance of strategy in his 4 Truths About Content Marketing Agencies piece, and I followed this with my thoughts on content marketing’s current status in the “Valley of Disillusionment,” and how it is poised to make true progress, moving forward.

As I dig in, I’ve been working on a maturity model for an optimal content marketing approach. While I plan to share those ideas in a future post, one theme I keep coming back to is that, independent of the approach, a successful content marketing strategy requires placing a priority on remarkable content over everything else.Continue Reading

By robert-rose published April 28, 2013

Organizing Your Department for Content Marketing: Strategic Requirements

organizing for contentThis week, the Altimeter Group published Organizing for Content: Models to Incorporate Content Strategy and Content Marketing in the Enterprise. The research, which is based on interviews with 78 practitioners, content services providers, and domain experts, is well worth a read. (Disclosure: I was among the interview participants.) The author, Rebecca Lieb, discusses how brands are challenged with organizing themselves around content marketing, and offers some models and suggestions to help.Continue Reading

By robert-rose published April 17, 2013

How to Survive the Disillusionment of Content Marketing

train tracks-content marketingA few days ago, Joe Pulizzi wrote a post, 4 Truths About Content Marketing Agencies. There, he outlined some of the agency trends and best practices that we at CMI have observed as the ideas around content marketing become more widespread — and as more companies join the “gold rush” of helping brands produce this content.

As with most new approaches (think social media, or cloud services, or “big data”), we have seen clearly thought-out practices being evangelized right alongside the short-sighted strategies of trend-obsessed hangers-on. Continue Reading

By robert-rose published March 1, 2013

Brand Storytelling: 10 Steps to Start Your Content Marketing Hero’s Journey

brand storytelling journeyAs a content marketer, you have probably heard the call for us all to become brand storytellers. While this sounds great in theory, the tricky part for many companies is determining how to develop these stories in the first place. 

There are no hard-and-fast rules for developing your brand’s stories, but you can go back and look at classic storytelling and structure as a helpful map to guide you. For example, the classic “hero’s journey” from Joseph Campbell’s, The Hero with a Thousand Facesoutlines what he calls the “monomyth” — which is a pattern that many believe can be found in almost every narrative around the world. Continue Reading