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
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
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
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
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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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
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
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
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
Don’t Limit Audience Data to a Legal Concern or You’ll Miss the Big Opportunities [Rose-Colored Glasses]
For years, data privacy laws and strategies have filled the news cycle. But too many marketers haven’t appreciated the real potential of the first-party data evolution. Robert Rose shares the one industry that gets it right. Continue reading
