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.
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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.
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.
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 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.
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 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.
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 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.
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 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.
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 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.
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:
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This week I’m wondering whether we wait too long or long enough to speak. I share a fresh take on research into content paywalls. Randy Wootton of Percolate stops by to talk about how brand publishing is changing. And I share an article that says content marketers must use this moment to push back against racism and inequity.
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 if we’re bouncing back – or forward. I offer my fresh take on how to plan for an economic bounce back. I talk with “unapologetic marketing truth teller” Katie Martell about the intersection of marketing and social movements. I share an article about the disruptive change we need now. And, for the first time, I offer you the choice to listen to the podcast or watch the new video version below. (Time stamps apply to the audio version.)
