By Robert Rose published March 21, 2023

Why Remarkable Content Originates From an Unremarkable Process [Rose-Colored Glasses]

Can you create remarkable content without a process (and people who create and follow processes)? Robert Rose says you can’t – no matter what Steve Jobs once claimed. Here’s why.

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By Content Marketing Institute Team published March 17, 2023

Twitter’s Unskippable and Sephora x TikTok Add New Twist to a Proven Content Strategy

Twitter and Sephora announced branded education content programs to teach video and social media concepts. Both embody a trend: creating content courses to help their audiences, partners, and customers succeed even on topics not directly tied to the brand’s products. Continue reading

By Robert Rose published March 14, 2023

Can Your Marketing Team Generate True Demand To Really Start the Customer Journey? [Rose-Colored Glasses]

Does true demand generation get the support it deserves from your brand? The kind that propelled millions to buy a Rubik’s Cube, a Toyota Corolla, or even an iPhone? Robert Rose explains why true demand gen is a must. Continue reading

By Robert Rose published March 7, 2023

Why ‘Let’s Make a Movie’ Is a Terrible Way to Plan Content [Rose-Colored Glasses]

George Lucas wanted to make a sci-fi movie, so he dreamed up a great story to fit the medium. But that format-first approach doesn’t work for content marketing. Robert Rose explains why not – and what to do instead. Continue reading

By Ann Gynn published March 2, 2023

5 Misunderstood Best Practices in Content Marketing

Almost everybody loves best practices. But too many equate “best” with “infallible” or “in every circumstance.” Have you ever fallen into one of these five best practice traps in content marketing? Continue reading

By Robert Rose published February 21, 2023

AI Tools Bug Out Because the Internet Can Never Forget [Rose-Colored Glasses]

You don’t need a perfect memory. But remember that the internet has one – and so do the AI content tools that depend on it. But what happens when they remember incorrect information that affects your content program?
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By Robert Rose published February 14, 2023

Get Common First If You Want To Develop a Great Content Strategy [Rose-Colored Glasses]

Does your business have a good handle on what you mean by an e-book, white paper, video, etc.? What about a common understanding of thought leadership, advertising, and sales content? If not, your content strategy likely won’t work. Continue reading

By Ann Gynn published February 9, 2023

When Bad Happens in the World, Should Your Brand Change Its Publishing Plans?

Unexpected bad news may not directly affect your brand, but it may affect your audience. That means you need to evaluate critically – and consider adjusting – your content marketing calendar. Here’s a quiz to assess the situation. Continue reading

By Robert Rose published February 7, 2023

How a Children’s Story Can Ease Your Mind About ChatGPT [Rose-Colored Glasses]

Assume the day AI can translate voice and style is here. Now, reflect on Robert Rose’s assertion that that can be a good thing for content marketers. Continue reading

By Robert Rose published January 27, 2023

2023 Content Marketing: Bring Your Strategy and Ops Into the Not-So-New Century [Rose-Colored Glasses]

It’s happened. As predicted, content marketing is now just marketing. And that means it’s time to  get serious about optimizing the value of ideas, experiences, and products in a marketplace of content. Here’s how.  Continue reading

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