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 ten 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 weekly on his popular podcast - The Weekly Wrap. Follow him on Twitter @Robert_Rose.

By robert-rose published August 2, 2017

The Democratization of Distrust Is Our Biggest Opportunity

democratization-distrust-opportunityDoesn’t it seem like attention is getting a lot of, well, attention?

Every day you see new strategies to increase the attention we receive from our audiences and buyers. You have “attention marketing,” a term describing a business model built around the hyper growth of social media. There is the “attention economy,” which elevates the ability to gather attention as “one of the most important currencies of the 21st century.” And, of course, we’ve talked about attention incessantly at CMI to build a business case for content marketing. Make no mistake; attention as a concept has our attention.Continue Reading

By robert-rose published July 20, 2017

The Age of the Wisdom Worker Is (Still) Just Ahead

age-of-wisdom-worker-aheadAlmost 60 years ago, Peter Drucker coined the term “knowledge workers,” saying that a new generation of professionals and their productivity would become “the most valuable assets of a 21st-century institution, whether business or non-business.” Unlike the previous century’s most valuable assets – production equipment – this century’s assets would be human, he said. Institutions would value knowledge workers not for their ability to run equipment but for their ability to analyze information and apply their expertise.

Twelve years ago, in his book A Whole New Mind: Why Right-Brainers Will Rule the Future, Daniel Pink discussed the evolution of the age of the knowledge worker. He said tomorrow’s professionals would need to become adept at storytelling, a skill that requires “high concept” aptitudes. They would need “the capacity to detect patterns and opportunities, to create artistic and emotional beauty, to craft a satisfying narrative, and to combine seemingly unrelated ideas into something new … to stretch beyond the quotidian in pursuit of purpose and meaning.”Continue Reading

By robert-rose published October 27, 2016

The 2017 Content Marketing Framework: 5 Building Blocks for Profitable, Scalable Operations

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At Content Marketing World this year, I met the CMO of a mid-sized B2B company. During our discussion about the event (and how great it was), he said, “Robert, you know the thing that I’m missing is how we’re ever going to draw a line from content marketing to top-line revenue. If I can’t do that,” he said, “then I’m not sure we actually should do content marketing.”

My response was that it’s absolutely possible to draw a line to revenue. However, if your only goal is to increase top-line revenue more efficiently with content marketing (i.e., a cheaper investment) than through traditional advertising, you’re missing out on the greater benefits content marketing can offer.Continue Reading

By robert-rose published March 6, 2016

Clarifying the Noise: The Content Marketing Spectrum [Exclusive Video]

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I can’t help but think about this lyric these days:

“As I walked on
Through troubled times
My spirit gets so downhearted sometimes
So where are the strong
And who are the trusted?
And where is the harmony?
Sweet harmony.

’Cause each time I feel it slippin’g away, just makes me wanna cry.
What’s so funny ’bout peace love and understanding? Ohhhh
What’s so funny ’bout peace love and understanding?”

– Nick Lowe’s (What’s So Funny A’Bout) Peace, Love, and Understanding made famous by singer Elvis Costello Continue Reading

By robert-rose published September 13, 2015

Is ROI Really What You’re Looking For?

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There’s a lot of talk about return on investment as a marketing metric … but ROI is inherently flawed for campaign-based marketing. A new look at ROI might be just the remedy we need to build a case for content marketing.

I’ve been on a journey over the last few months, exploring the history of marketing and measurement. I feel a bit like Indiana Jones. The books I’ve bought are long out of print and when they arrive from remote booksellers across the world – sometimes tattered and worn – it feels like I’m discovering artifacts from a lost world.Continue Reading

By robert-rose published July 29, 2015

Start Smart, Scale Up, and Stand Out With Video

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Have you heard? Video on the web is popular. OK, I state the obvious – but video has truly emerged to become both a huge opportunity and challenge for brands in their content marketing efforts. In terms of how big the opportunity is for B2B marketers in particular, consider that a study by Forbes and Google found that 75% of senior executives watch work-related videos on business-related websites at least weekly.

And these videos drive action. In that same study, Forbes and Google found that 65% of those executives have visited the provider’s website after watching a video.Continue Reading

By robert-rose published June 18, 2015

The State of Content Marketing 2015 – Stronger With a Twist of Scale

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The reinvention of marketing is a road, not a door.

We’ve certainly had a few adventures over the last year as we’ve helped enterprises of all sizes work through elements of their content marketing journeys. One of the biggest insights I’ve had is how many of the content marketers come to success with absolutely no idea when they crossed over from “struggle” to “success.” It’s as if one day they just woke up and realized they’ve been operating in a completely different way and, yeah, it’s working.Continue Reading

By robert-rose published June 10, 2015

Successful Storytelling Is Quick, Not Fast

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Agile is a tune to which all the marketing kids are dancing these days. But, interestingly, what gets lost in translation is the distinction between being fast and truly being agile.

The pressure to move faster and faster is everywhere. As Jim McGinnis, Vice President at Intuit, said in a recent interview:Continue Reading

By robert-rose published April 7, 2015

New Era of Marketing Requires New Skills

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We’ve just finished our Intelligent Content Conference, our amazing Executive Forum, and our 100th client advisory engagement. It’s time for a little bit of reflection.

The exponential growth of content marketing has revealed an interesting skills gap that is hindering the efforts of companies to transform content marketing from a promising set of experiments into an agile, scalable, strategic function in the business.Continue Reading

By robert-rose published March 12, 2015

Intelligent Content Demystified: A Practical, Easy-to-Understand Explanation

intelligent-content-demystified-coverYou know those times when you see a discussion so great that you know it’s going to take you more than a few hundred words to respond? So you think, “I should write a post about this.”

Yeah, this is one of those times. In a wonderful post about a month ago, Jay Acunzo of NextView Ventures wrote about “segment thinking” in content marketing.Continue Reading