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.

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?

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?

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.

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.

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.

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. 

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.

A year ago, Robert Rose made this prediction about Web3 technologies: “Anybody who says they have it all figured out is likely wrong. No one knows.” So what does he know now and expect for Web3, NFTs, and the metaverse in 2023?

When its travel audience changed, Marriott got on board, too. Learn from its vice president of content how the global brand regenerated its content for a world coming out of a pandemic.

Don’t let a great piece of long-form content be a one-and-done. Follow this step-by-step plan to maximize its impact with highly effective adjacent content over time.

Update your strategic approach with these five frameworks to better align your content experience with the way buying decisions are really made today.