Author: Robert Rose

Robert Rose is the Founder and Chief Strategy Officer of The Content Advisory - the education and advisory group of The Content Marketing Institute. As a strategist, Robert has worked with more than 500 companies including global brands such as Capital One, Dell, Ernst & Young, Hewlett Packard, and The Bill & Melinda Gates Foundation. Robert is the author of three books. His latest, Killing Marketing, with co-author Joe Pulizzi has just been released. His last book, Experiences: The 7th Era of Marketing, was called a “treatise, and a call to arms for marketers to lead business innovation in the 21st century.” You can hear Robert on his weekly podcast with co-host Joe Pulizzi, "This Old Marketing”. Robert is also an early-stage investor and advisor to a number of technology startups, serving on the advisory boards for a number of companies, such as Akoonu, DivvyHQ and Tint. Follow him on Twitter @Robert_Rose.

By robert-rose published April 14, 2011

Do You Really Need A Content Marketing Consultant?

Okay quick – how many marketing consultants does it take to change a light bulb?  There is no shortage of punch lines here.   “It depends – how large is your budget?”  Or – “We don’t know – they never seem to get past the requirements stage.”  Or, here’s my favorite (maybe because I made it up) – “Four, one to change the bulb and three to blog how Seth Godin would have done it.

Okay, jokes aside – you may have seen that we have formally launched CMI’s consulting practice (CMIC). I’m so very pleased to have a leading role in helping CMI organize this important initiative, and I’m honored to be working alongside such a stellar group of people.Continue Reading

By robert-rose published September 27, 2010

Content Mobility: The Key to Content Migration

When we think of mobile and content these days, the conversation usually goes to publishing content for mobile devices such as iPhones, Blackberries and Android phones.  While the mobile platform is interesting – and something other CMI contributors have covered – by “mobile” I actually mean something quite different. I’m talking about content mobility: migrating content from one CMS to another.Continue Reading

By robert-rose published September 16, 2010

How to Choose a CMS for Content Marketing: Don’t Hammer with a Screwdriver

My college roommate used to hold up his giant screwdriver and say – “this is the only tool I’ll ever need.” And, he’d hammer nails with it, open boxes with it, open beer bottles with it (yes, college was like that for me). It was everything he needed. Sadly, the same can’t be said for different web content management software.

So, if you’re neck deep in a content marketing strategy, it’s a sure bet that you’re also, in some way, wrestling with a web content management system (CMS). Continue Reading

By robert-rose published July 12, 2010

4 Quick Tips for Increasing Your Content Marketing Budget

There’s a great quote that I love that says, “Budgeting is just a way to worry about money before you spend it.”  As you get ready to move into the planning season for your 2011 budget, it’s a good time to start thinking about things you might do to increase your chances of getting increased budget for content marketing.

So, with no further ado – here are some quick checklist items to do as you prepare your content marketing budget.Continue Reading

By robert-rose published June 7, 2010

How to Use Mapping to Develop and Measure Content

In last week’s post, I walked you through how to map your content to your buyer personas and sales funnel. By having this information, you can start to see where your gaps in content are.

So, what’s next? You need to fill in the gaps and put a plan in place to measure what is and isn’t working.Continue Reading

By robert-rose published June 2, 2010

A Quick and Dirty Way to Segment your B2B Content Marketing

If you’re a B2B marketer you’ve inevitably heard sales say things like this:

“Yeah, we’re getting leads from all that content you guys in marketing are writing – but they’re all tire kickers.”

Or (my favorite): “We don’t need more leads. . . we need better leads.”  What now?

You want to be able to address these questions from sales with answers that are really specific. For instance, wouldn’t it be nice to be armed with this kind of info?Continue Reading