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 February 28, 2020

Ad Age Content Marketing Finalists Are Ads. It’s Wrong and It Matters.

First – a preface. The following post is a bit of a rant, and it’s mostly directed at me. Mea culpa here. We at CMI are self-described evangelists of the approach and philosophy of content marketing. We care. And I quite frankly have built a career about getting it right. When others don’t, that responsibility lies squarely upon our shoulders.
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By robert-rose published February 27, 2020

Avoid Predictions and Analyze the Possibilities of the Future [The Weekly Wrap]

Editor’s note: Sometimes you need to break the rules. We’re publishing The Weekly Wrap a day early to make room for a timely (and related) post from Robert Rose. Read and listen now. Then check back tomorrow.

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 Feb. 28, 2020

This week I’m wondering about stories from the future. I look at Ad Age’s content marketing awards – and find them to be aged ads. I talk with trend hunter and innovation expert Jeremy Gutsche about a methodology for seeing into the future. And I share several articles about future-proofing your content marketing strategy.

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By robert-rose published February 24, 2020

No One Can Break Your Content Rules If They Don’t Exist

You’re a rule breaker, iconoclast, rebel. You are somebody who won’t take “no” for an answer. Sounds like an ad for Apple doesn’t it?

These days we tend to celebrate the rule breakers. We’re taught that great leaders take risks and disrupt the status quo. They innovate by breaking the established rules with something better.

Until, that is, the rule breaker breaks a rule that we like.

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By robert-rose published February 21, 2020

The Truth in Content Marketing: What Is and What Ought to Be True [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 Feb. 21, 2020

This week I’m exploring the difference between what is true and what ought to be true. I share a news article about the problem with advertising and data. I talk with the authors of a new book about the internal workings of content marketing. And I recommend an article that gives you three strategies for connecting with your audience (hint: start with mutual truths).
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By robert-rose published February 14, 2020

Avoid the Heartbreak of Lengthy Strategies, Expert Assumptions, and More [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 Feb. 14, 2020

This week I’m thinking about the trap between strategy and planning. I offer my take on a new article that claims publishing less content is helping publishers grow their audiences. Veteran content marketer Rich Schwerin shares his thoughts about the business challenges of content strategy today. And I point you to an article about deconstructing a content marketing platform to come up with a better content marketing plan.

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By robert-rose published February 7, 2020

Under Pressure? Don’t Worry, Stop Overthinking [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 February 7, 2020

This week I’m ruminating on rumination (and suggesting an alternative to overthinking things). I offer my fresh take on the role of content marketing in brand activism. Julia McCoy joins me to talk about how following her gut instinct – even when it scared her – helped her build a profitable content marketing business that ended up being a true lifeline. Finally, I share an article that will help you quit worrying and find and fix the inefficiencies in your content pipeline.

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By robert-rose published January 31, 2020

Pondering the Power of Disruption and Risk in Content Marketing [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 Jan. 31, 2020

This week I remember the disruptive influence of Clayton Christensen. I give my take on a World Economic Forum report that names content and marketing as the jobs of tomorrow. I talk with Rebecca Geier about taking risks and the importance of “just doing it” in content marketing. And I share an article about an alternative way to think about audience personas.

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By robert-rose published January 24, 2020

Don’t Crumble After Cookie Practices and Privacy Laws Change [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 Jan. 24, 2020

This week I’m exploring why leading change is so hard (and how to make it easier). I share my take on Google’s new cookie “monster” plan. I talk with Tim Walters about changing the surveillance culture in marketing. And I share an article about content management and technology struggles that will make you feel less alone.

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By robert-rose published January 17, 2020

Is Your Work a Passion, a Love, Or Something Else? [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 Jan. 17, 2020

This week I’m exploring the difference between passion and love when it comes to work. I share my take on an article describing how the workplace will change in 2020. I talk with CMI’s Cathy McPhillips about marketing to marketers, new lead-gen challenges, and where content marketing is going this year. And I share an article on how to make sure your content survives the committee process.

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By robert-rose published January 10, 2020

Your Prescription for Healthier Perceptions and Content Impact [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 January 10, 2020

This week I’m trying to get perspective on perception. I share my take on the news that advertising as we know it is (mostly) dead. I talk with Ahava Liebtag about how to overcome the gap between perception and reality in what executives think audiences want vs. what audiences really want. And I point you to an article that gives a firsthand account of a patient’s health care content journey.

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