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 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