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 August 3, 2020

How Content Marketing Can Save Your Digital Marketing Strategy

Updated Aug. 3, 2020

 How is your summer going?

If 2020 was a movie – it would be Jaws. The mayor of Amity has successfully dismissed the threat, rejected the findings of the leading scientist, and we’ve just watched the poor fisherman get attacked in the harbor as snipers and professional law enforcement circle the wrong beaches that have been reopened. Now, it’s up to us. We are Brody, Quint, and Hooper – piling into a boat to take on the viral beast ourselves.
Continue Reading

By robert-rose published July 31, 2020

Wants vs. Needs: Is the Debate Even Necessary? [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 July 31, 2020

This week I’m asking why anyone needs content marketing anyway. I talk with marketing professor Marcus Collins about businesses making it rain for content marketers – and about culture in content. And I share an article packed with ideas for making your content more engaging.

Continue Reading

By robert-rose published July 24, 2020

Not All Audiences Are Good Audiences [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 July 24, 2020

This week I’m thinking about creating real (and good) audiences. I talk with digital marketing consultant Ian Truscott about content strategy – and why search “sucks” so much now. And I point you to an article that explains how to bring audiences together – even in the social-distancing era.

Continue Reading

By robert-rose published July 22, 2020

To Gate or Not to Gate? Is That Really the Question?

When it comes to B2B content marketing, a tension typically arises between marketing and sales teams over how much (if any) content should be gated. How much content should be accessible only to those willing to provide contact information?   

The debate about gating content has been hot for more than a decade. Sales teams rage that content should be gated because that’s the only way the business can drive qualified leads and opportunities, and it’s the only way content marketing can be measurable. This, of course, is wrong. It’s not the only way.

Continue Reading

By robert-rose published July 17, 2020

Celebrate the Diversity of Purpose and the Purpose of Diversity [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 July 17, 2020

This week I’m thinking about the long game (on purpose). I talk with marketing leader Folayo Lasaki about everything from the Facebook boycott to why representation matters as much in marketing as in media. And I share an article that explains how to be purposeful with your purpose-driven content.

Continue Reading

By robert-rose published July 10, 2020

The Bad News (and the Good) About 2020 [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 July 10, 2020

This week I’m wondering when the other shoe is going to drop – and how bad (or good) that’s going to be. I talk with content marketing strategist Marissa Gbenro about where CMOs plan to spend their predicted budget increases next year. And I share an article on five content lessons that are all about good news.

Continue Reading

By robert-rose published July 3, 2020

Are You Squeezing Out All the Big Ideas and Great People? [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 July 3, 2020

This week I’m wondering whether we’re squeezing out all the big ideas. I talk with Manifest Executive Chairman David Brown about whether we’re squeezing out all the great people. And I point to an article that offers 18 ideas to squeeze yourself out of writer’s block.

Continue Reading

By robert-rose published June 26, 2020

Do You Know Flat-Earth Marketers? [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 June 26, 2020

This week I’m wondering if we’re marketing on a flat Earth. I talk with A. Lee Judge about whether marketing is keeping its fair share of budget – and all things video. And I point you to an article I wrote about when to make (and break) content rules.

Continue Reading

By robert-rose published June 19, 2020

Are You Measuring the Right Things? [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 June 19, 2020

This week I’m wondering if we’re measuring the right things. Marketing leader Adam Helweh and I talk about the trends Google thinks will stick with consumers even when stay-at-home orders relax. And I point to an article that asks whether marketers should even care about engagement anymore.

Continue Reading

By robert-rose published June 15, 2020

Your Audience Is Not the Same as Your Marketing Database

I see you. You’re on your content marketing journey. You’re creating valuable content to support your business, and some of it’s working.

But now there are questions:

  • Is our content marketing more efficient than advertising?
  • How do we get more of the right kind of content?
  • Which content is driving sales?
  • How is this content helping SEO?
  • How do we measure content marketing?

Continue Reading

FOLLOW CONTENT MARKETING INSTITUTE ON SOCIAL