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A pair of rose-colored glasses sits above the headline Start With Your Customers' Why. The words Your Customers' are underlined appear in red type to indicate that they're revisions to the main phrase (Start With Why) in black type.

We’ve Gotten ‘Start With Why’ Wrong in Content. Here’s How to Fix It

Knowing your why may motivate you to reach your goals. But your brand’s why won’t motivate your customers — or differentiate your content, product, or services — until you connect it to their why. This step-by-step process will help.
How To Find the Truth in Data and Marketing Analytics

How To Find the Truth in Data and Marketing Analytics

Racehorse American Pharoah had a left heart ventricle bigger than most. Learn how that data discovery led to big success, and how you can use data analytics to reveal surprising insights and drive valuable marketing success.
Why IBM Marketers Use Data To Power Account Marketing Strategy

How IBM Uses Data To Power Its Account-Based Marketing Strategy

IBM isn’t interested in an individual’s journey in B2B buying. The account level is where it’s at. Learn about IBM’s high-intensity framework, which leads to twice the average conversion rate.
How To Mine Customer Reviews and Ratings To Improve Your Marketing and Products

How To Mine Customer Reviews and Ratings To Improve Your Marketing and Products

Dig into the buried treasure of online reviews. See what leading brands Tylenol, Estée Lauder, and Scünci are learning about their products and messaging directly from consumer feedback. Plus, get advice on how to start a ratings analysis program for your brand.
The New Facts About Your Owned Media Strategy

The New Facts About Your Owned Media Strategy

Some people say owned media strategies are dead. They’re wrong about that. But they’re right that just-the-facts content will no longer bring people to you. Your content experience has to lead people to care. Here’s how to do it.
How To Measure the Value of Your Audience (in Real Money)

How To Measure the Value of Your Audience (in Real Money)

You’ve heard how important audience building is again and again. It’s one of the arguments for a content-driven marketing approach, after all. But could you describe the value of your audience in dollars? And do you know which audience members are more valuable than others? Robert Rose can — and this...
Why Holding Attention Isn’t a Worthwhile Content Strategy Anymore

Why Holding Attention Isn’t a Worthwhile Content Strategy Anymore

OpenAI’s many recent missteps devalue the currency brands should prize over anything else — trust. Here’s how to seize the kind of opportunity OpenAI appears willing to squander.
attention-versus-trust-content-marketing

Attention vs.Trust: Which Should Content Marketers Prioritize?

Don’t mistake the time a consumer spends with content as an indicator of trust. Surprisingly, as trust goes up, attention goes down. So, which should you focus on?
personality-type-content

How To Bring Personality to Your Content and Personas

Developing content requires you to think about the audience. You use demographic data. But have you considered the personality of your audience? Here's how exploring personality types can enhance your marketing strategy.
This Rose-Colored Glasses column explains the marketing mandate for 2024: Audience relationships

The Marketing Mandate for 2024: Build Stronger Bonds With Your Audience

If you want to develop and keep your customer and audience relationships in 2024, you will need to strengthen those bonds. Here’s why that’s marketing’s new mandate – and how to make it happen.
build-audience-not-database

Do You Treat Your Audience Like Your Marketing Database? That’s a Mistake

Modern marketing teams recognize the value of building an audience. But what does that really mean? Haven’t content marketers already been doing that? Well, not always, because too many treat a marketing database as an audience.
audience-centric-content-strategy

How To Build a Content-Driven, Audience-Centric Content Strategy

What does it mean to build a truly audience-centric content strategy? For the National Multiple Sclerosis Society, it meant rethinking everything (in pursuit of a noble ultimate goal). Learn how they did it in this excerpt from Robert Rose’s new book.