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 September 9, 2022

We Don’t Talk About Creative Burnout – This Is Why We Should [Rose-Colored Glasses]

One of my favorite quotes comes from Henry Miller’s Big Sur and the Oranges of Hieronymus Bosch, a memoir about his time in the California location he loved.

“If we are always arriving and departing, it is also true that we are eternally anchored,” he wrote. “One’s destination is never a place, but rather a new way of looking at things.”

For eleven of the last twelve years, content marketing practitioners have gathered in Cleveland, Ohio, to inspire, debate, educate, and celebrate how brands create innovative marketing strategies with content at their core.Continue Reading

By robert-rose published September 2, 2022

Why You Should Treat Content Marketing Like a Golf Game [Rose-Colored Glasses]

I don’t do golf. But one thing intrigues me about the game: The entire goal is to play the least.

Think about it. The winner is the person who swings their clubs the fewest times.

A smart content marketing approach should work in a similar way.

My clients often tell me they feel the content marketing team creates too much content. They say things like: “Everyone wants more content, but so much of what we create is wasted.”

At first, that seems counterintuitive. If they’re wasting content, why don’t they just produce less?Continue Reading

By robert-rose published August 26, 2022

Change Is Good Even When You Don’t Achieve the Desired Results [Rose-Colored Glasses]

Does anyone care about incremental change?

In my consulting practice, I see one challenge again and again at businesses large and small: Incremental improvements fail to excite people enough to motivate change.

When a content process is suboptimal but not so broken as to undermine success, the anticipated pain of changing feels greater than the pain that might (or might not) arise if you change nothing.Continue Reading

By robert-rose published August 19, 2022

Content Strategy – Not Content – Can Be Your Brand’s Competitive Advantage [Rose-Colored Glasses]

A CMO recently asked if he could push back on a word I used in a webinar – a word that marketers tend to throw around a lot.

I replied, “Sure, push away.”

The word was strategy.

I had talked a lot in the webinar about how the content itself provides no sustainable competitive advantage. However, a content strategy might.

The CMO asked: “What is a content strategy, and how does it provide a competitive advantage if the content itself does not?

“Isn’t the strategy supposed to define the content?”

OK, yeah, time to go get a cocktail.Continue Reading

By robert-rose published August 12, 2022

This Is Why No One Uses Your Content [Rose-Colored Glasses]

“Isn’t it obvious?”

How many times have you asked this? That phrase often comes out when you realize some request or suggestion you thought you conveyed wasn’t acted on.

This signal amplification bias (as psychologists call it) explains how most miscommunication happens. People routinely fail to realize how little they actually communicate to their colleagues.

In other words: People believe they said a lot more than they really said.Continue Reading

By robert-rose published August 5, 2022

Marketing Tech Is So Bright, You Gotta Wear Strategic Shades [Rose-Colored Glasses]

I saw a stat not long ago that said marketers spend 30% of their work week learning, implementing, or searching for new technology to make content creation and management easier and faster. I can’t find it now, so maybe I imagined it.

But even if that isn’t true, it feels true.

My experience with two content teams over the last month shows why this happens.Continue Reading

By robert-rose published July 29, 2022

What Do You Do When Inspiration for Your Content Marketing Wanes? [Rose-Colored Glasses]

Are you inspired?

I was struck by a long article I read last weekend. In it, a content marketer lamented the state of content marketing and thought leadership.

His primary complaint? The increasing uselessness of content platforms like Medium, Twitter, LinkedIn, and even trade publications. The author pointed to algorithmically driven content marketing as the culprit. Continue Reading

By robert-rose published July 22, 2022

Stop Under Promising and Start Delivering Better Content Products [Rose-Colored Glasses]

We’re exhausted.

Whether it’s one of the many side effects of the pandemic or any of the myriad choose-your-own-doomsday scenarios from the last 12 months, we can all agree on one thing: We’re tired.

Didn’t somebody say 2022 would be better?

The last two years have created a kind of fatigue that’s hard to pin down. Ask people how they’re doing, and they say, “Fine.” But it doesn’t take too many follow-up questions to get to the truth at the center: “Actually, no.”

Leading teams, guiding clients, and even working with colleagues feel challenging now. Add in the complications of acquiring new talent, and you can see why managing to higher standards feels so difficult.

Your first impulse is to manage expectations down – to let people off the hook. I think you should do the opposite.Continue Reading

By robert-rose published July 15, 2022

Be Careful Where You Put the Emphasis on ‘Do More With Less’ [Rose-Colored Glasses]

“Do more with less.”

That’s a phrase most in marketing have heard like a drumbeat over the last 20 years. Interestingly, it doesn’t matter whether budgets are going up or down, the message is still “let’s do more with less.”

The only question is which word to emphasize – more or less.

How do you switch the emphasis when economic or other headwinds are present?Continue Reading

By robert-rose published July 8, 2022

Time for a Content Reboot? Here’s How To Tell [Rose-Colored Glasses]

A great content strategy doesn’t apply only to what you’re going to say. It also should shape and change what you’ve said in the past.

In The 4 C’s Formula: Your Building Blocks of Growth, entrepreneur coach Dan Sullivan talks about acquiring new capabilities (one of the titular 4 C’s). He wrote that a “new capability creates confidence ahead of it, but it also rearranges everything behind it,” and any jump in capability “automatically transforms both the past and the future.”Continue Reading

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