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 catch up with Robert on his popular podcast - The Weekly Wrap. Follow him on Twitter @Robert_Rose.
“These are scary times for managers in companies.”
Twenty years ago, almost to the day, business strategist, author, and professor Clayton Christensen wrote those words to describe what was happening with the global economic crisis of the dot-com boom and globalization. In the introduction to the piece, he warns that before managers “rush into the breach, (they) must understand precisely what types of change the existing organization is capable and incapable of handling.”
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.
This week I’m searching for better answers. I offer my take on the new trend of retail brands cooperating on content. I talk with Kate Volman about content strategy and leadership. And I point you to an article about crushing your content goals with a team built on talents rather than tasks.
The theme this week is better answers. (If there are no right answers, you better look at what’s left.)
Let’s wrap it up.
“I have too much time and too much money,” said no marketing person ever.
So, it’s safe to say that I’m a relatively prolific content creator these days. I know, I know, insert your jokes here. I’ll wait.
One of my labors of love (and occasionally sponsorship) is Content Marketing Institute’s The Weekly Wrap podcast. While I am a creator and host on two podcasts (This Old Marketing being the other), The Weekly Wrap is the one I write, host, produce, and get ready for prime time on a weekly basis.
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.
This week I’m thinking about three questions: What? So what? Now what? I share my fresh take on the reveal of Amazon platform changes that expose publishing’s weak points (again). I talk with The Content Council’s chair Jacqueline Loch about the challenges of developing messaging and stories in the COVID-19 era. And I take you back to the future with content marketing predictions for 2020.
It’s a weird time. People are scared, and the whole world is in chaos. But we will get through this. We will persevere. And there will be a time for us to reflect on all that we did to evolve our marketing strategies through this.
As I write this, publishers and event companies (including CMI’s parent company, Informa) are evolving their conference and event strategies. One of the most viable, and certainly popular, solutions is the move to transform physical events into virtual events.
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.
This week I’m wondering how you’re doing (and I really want to know the answer). I offer my take on a new article that explains how content helps brands keep calm and carry on. I talk with Tanzen Consulting’s Carrie Hane about content design, new operational models, and how we get to a new normal with better content strategies. And I point you to an article about Agile marketing principles that’s especially relevant today.
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.
This week I’ll explain why making time to do nothing is one of the most productive choices you can make. I talk about how this time of quarantine has some companies re-examining the quantity vs. quality content strategy (and why that might not be the best idea). I talk with CMI Creative Director Joseph “JK” Kalinowski about taking time for creativity. And I point you to an interview with that master (and scholar) of creativity, John Cleese.
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.
This week I’m thinking about what exactly our responsibility to digital content is. I offer my fresh take on an article that suggests consumers don’t trust digital marketing. I talk with Leadtail CEO Carter Hostelley about B2B social right now – and how to prepare for the new normal. And I point you to an article that explains what to expect when you’re experimenting.
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.
This week I’m wondering when we can just “say when.” I explore how a Kumbaya moment between consumer and B2B magazines may offer a new model for content monetization for brand publishers. Brainrider’s Jon Kane talks with me about content marketing in these challenging (and rapidly changing) days. And I point out an article that will help you decide when (and how) the news should disrupt your content calendar.
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.
This week I’m thinking about how we all need to watch our tone. I share a news article about in-person events that makes me think of that fortune-cookie game – instead of adding the phrase “in bed” to the end, just add the word “virtual” to the event title. I talk with marketing consultant Dennis Shiao about the right way to do virtual events. And I point you to an article about the magic of ghostwriting.
