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.
Listen to the Weekly Wrap right 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’ve been thinking about Content Marketing World … about whether the story has a satisfying ending … about how to shake up traditional approaches to marketing … about getting involved in societal issues … and about what we can learn from brands leading with purpose.
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 who’s the most important person on your team … whether Allstate’s new content internal team is in good hands … how to structure content teams to support innovation and collaboration … and about how Agile processes lead to sharper teams.
I’ve changed the Wrap’s format and length this summer, bringing you more insights and ideas each week. So, let’s wrap it up:
HANDPICKED RELATED CONTENT:
We talk about how Laura grew her team from a handful of content creators to a centralized, 40-person powerhouse focusing on four pillars of content expertise. Laura explains the importance of embracing change, “selling” your content throughout the organization, and measuring the value of content over time.
If you’ve ever wrestled with how to structure a team, how to get the business to embrace your team, and how to prove the value of the team’s work (both organic and campaign content), don’t miss this part of the show.
Listen in, then learn more about Laura’s work by:
The largest content marketing event in the world returns next week (Sept. 3-6), with closing headliner Mindy Kaling. It’s not too late to join us in person – you can still register with ROSE100 to save an extra $100.
If you can’t be there, make sure to follow #CMWorld to join the fun from afar.
Tune in next week for another deep thought, a fresh take on the news, an interview with one brilliant person making a difference in content, and a great content marketing idea you can use. And it’s all delivered in a little less time than it takes Apple’s new credit card to become nonfunctional.
.@Apple says clean Apple Card with a microfiber cloth, avoid contact with leather and denim https://t.co/rGtJui0qAX pic.twitter.com/i94BuhpWPW
— AppleInsider (@appleinsider) August 21, 2019
If you like this weekly play on words, we’d sure love for you to review it and share it. Hashtag us up on Twitter: #WeeklyWrap.
It’s your story. Tell it well.
To listen to past Weekly Wrap shows, go to the main Weekly Wrap page.
Cover image by Joseph Kalinowski/Content Marketing Institute
Listen to the Weekly Wrap right 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 rules and constraints foster the creative response … about what happens when consumers put a price on their data … about the futility of “snapshot productivity” … and about how the right creative brief means the difference between a great first draft and a creative disappointment.
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 the danger of forgetting that “buy-in” doesn’t necessarily mean “all in.” I offer a fresh take on a news piece asking why so many content marketers overlook one obvious (and effective) tactic. I talk with Salesforce’s Heike Young about finding no-cost ways to use data in content – and why sales enablement strategy trumps TikTok strategy every time. I point to an article that will help you spice up your content strategy. And all that conversation gets done in 30 minutes.
Listen to the Weekly Wrap right 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 strength comes from the diversity of our voices and the character of our brands. I offer my take on a news piece reminding us that emerging markets offer a prime opportunity for growth (and how those markets might be closer than you think). I talk with Sydni Craig-Hart about how ignoring the diversity of your audience means leaving money on the table. And I point you to an article that shows how smart brands put their corporate culture to work for their audiences.
You can listen to the Weekly Wrap right here each week or subscribe on Apple Podcasts or Stitcher. If you enjoy the show, please rate it or post a review.
This week I’m thinking about how we (and our corporate websites) are simply extensions of all the things we own. I offer my take on the news about Staples introducing a new content “thing” to support its launch of a new brand identity. And I introduce an interview segment, in which my debut guest – marketer extraordinaire and recovering politician Jim Kukral – explains a few things you need to know to make your content unskippable. Finally, I share a must-have content checklist to help you create quality content reliably and repeatedly.
What are your brand’s stories? #ApostrophesMatter
Let’s step into the world of brand storytelling a bit. It can be a confusing place, with lots of buzzwords and confusing metaphors. Honestly, it’s a place where many of us content marketers feel a little hamstrung.
You see, when people get together to talk about telling a “brand story” often what we end up discussing is the story and the overall value of the brand itself. It’s hard to avoid and we quickly run into a dead end. But the brand story is different than the brand’s stories (#ApostrophesMatter). Let’s explore.
“What does a content marketing team look like?”
This is the third most-frequent question from companies after (1) how do I measure a content marketing strategy and (2) how do I scale a content marketing approach. It should probably be the first.
You might be a team of one, wearing multiple marketing hats. Or you might be a global, siloed, integrated marketing and communications team of hundreds. It doesn’t matter. “Content” should absolutely be a strategic function in your business. It deserves the same dedication to roles and responsibilities that you provide for your accounting, legal, sales, and every other strategic activity the business performs.
Editor’s note: The following article was originally published in the all-digital debut issue of Chief Content Officer magazine. This new version enables us to share audio, video, and more. Check out the interview below. Or listen to or watch the 5-minute interview in the magazine. (Subscription info at end of this post.)
Dewitt Jones may not be a marketer, but he’s certainly a content master. At Content Marketing World 2018, he received a standing ovation for his inspirational and moving keynote talk.
Read on for his advice, then watch the video to see his advice in action.
Editor’s note: Given that ROI remains a most frequently asked topic in the industry, we updated this original Chief Content Officer piece from a few years ago to help you answer the ROI question today.
Marketing measurement and ROI. Heard of them? Yeah, I thought so. It’s kind of a thing right now.
Without fail the most common question I get at workshops or advisory days with clients is “how are we going to show return on a content marketing investment?”
