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 April 30, 2020

How to Make a Weekly Podcast: A Step-by-Step Guide

“I have too much time and too much money,” said no marketing person ever.

So, it’s safe to say that I’m a relatively prolific content creator these days. I know, I know, insert your jokes here. I’ll wait.

One of my labors of love (and occasionally sponsorship) is Content Marketing Institute’s The Weekly Wrap podcast. While I am a creator and host on two podcasts (This Old Marketing being the other), The Weekly Wrap is the one I write, host, produce, and get ready for prime time on a weekly basis.

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By robert-rose published April 24, 2020

Time to Ask What, So What, and Now What? [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 April 24, 2020

This week I’m thinking about three questions: What? So what? Now what? I share my fresh take on the reveal of Amazon platform changes that expose publishing’s weak points (again). I talk with The Content Council’s chair Jacqueline Loch about the challenges of developing messaging and stories in the COVID-19 era. And I take you back to the future with content marketing predictions for 2020.

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By robert-rose published April 22, 2020

Hey Brands, Don’t Make 2005’s Mistake on Your Future Virtual Events

It’s a weird time. People are scared, and the whole world is in chaos. But we will get through this. We will persevere. And there will be a time for us to reflect on all that we did to evolve our marketing strategies through this.

As I write this, publishers and event companies (including CMI’s parent company, Informa) are evolving their conference and event strategies. One of the most viable, and certainly popular, solutions is the move to transform physical events into virtual events.

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By robert-rose published April 17, 2020

Do You Really Care How Your Audiences Are Doing? [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 April 17, 2020

This week I’m wondering how you’re doing (and I really want to know the answer). I offer my take on a new article that explains how content helps brands keep calm and carry on. I talk with Tanzen Consulting’s Carrie Hane about content design, new operational models, and how we get to a new normal with better content strategies. And I point you to an article about Agile marketing principles that’s especially relevant today.

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By robert-rose published April 10, 2020

Why Taking Time to Do Nothing Can Be Productive [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 April 10, 2020

This week I’ll explain why making time to do nothing is one of the most productive choices you can make. I talk about how this time of quarantine has some companies re-examining the quantity vs. quality content strategy (and why that might not be the best idea). I talk with CMI Creative Director Joseph “JK” Kalinowski about taking time for creativity. And I point you to an interview with that master (and scholar) of creativity, John Cleese.

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By robert-rose published April 3, 2020

What Is Your Brand’s Responsibility to Content Now? [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 April 3, 2020

This week I’m thinking about what exactly our responsibility to digital content is. I offer my fresh take on an article that suggests consumers don’t trust digital marketing. I talk with Leadtail CEO Carter Hostelley about B2B social right now – and how to prepare for the new normal. And I point you to an article that explains what to expect when you’re experimenting.

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By robert-rose published March 27, 2020

Which Content Marketers Will Do Well in the Post-Shutdown World? [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 March 27, 2020

This week I’m wondering when we can just “say when.” I explore how a Kumbaya moment between consumer and B2B magazines may offer a new model for content monetization for brand publishers. Brainrider’s Jon Kane talks with me about content marketing in these challenging (and rapidly changing) days. And I point out an article that will help you decide when (and how) the news should disrupt your content calendar.

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By robert-rose published March 20, 2020

The New and Future Reality of Virtual Events [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 March 20, 2020

This week I’m thinking about how we all need to watch our tone. I share a news article about in-person events that makes me think of that fortune-cookie game – instead of adding the phrase “in bed” to the end, just add the word “virtual” to the event title. I talk with marketing consultant Dennis Shiao about the right way to do virtual events. And I point you to an article about the magic of ghostwriting.

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By robert-rose published March 13, 2020

How to Make Content Your Brand’s Safety Net [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 March 13, 2020

This week I’m thinking about how content can act as a safety net. I share a fresh take on a new claim that CMO shine (and pay) is on the decline. Megan Gilhooly joins me to talk about how content teams can find data about everything from the customer experience to the customer journey and customer sentiment. And I point you to an article about the right and wrong way to use vanity metrics.

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By robert-rose published March 6, 2020

Why You Should Have Opinions and Embrace Creativity [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 March 6, 2020

This week I’m wondering whether we’re spiraling into silence – and what we can do about it. I talk about whether Salesforce’s acquisition of The CMO Club is the first of many. Jason Miller joins me to talk about how creativity may be the only real edge we have over machines. And I share an article that explores the power behind purpose-driven brands.

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