Which group of adjectives best describe your preferred marketing goals for the year: Innovative, impactful, and sustainable, or faster, cheaper, and relentless? Here’s how to move with intention toward the better choice.

Choosing a word for the year ahead gives your intention a name that forms the foundation for all your actions and interactions. Best of all, there’s no implied rule to “break” as the year progresses. Robert Rose shares his word for 2025. What’s yours?

It happens at the end of every year: Many content and marketing projects lie unfinished or uncertain. Instead of stressing out, try these five steps to use this time to reflect, prepare, and set up for 2025. Here’s how.

Isn’t the point of marketing to remove friction from the buyer’s journey? Not for highly customizable or complex purchases. Slowing the customer down gives you time to guide them to options and add-ons that suit them best. Here’s how.

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.

Your brand's content should be more than an information resource. It should be a path to further exploration and “best next” experiences. To achieve that goal, try organizing your content based on intent, authority, internal context, and external context. Here's how.

If generative AI is ever to be more than a distracting novelty, you may need more people on your team, not fewer. Here’s why (and which skills they’ll need).

It’s time to rewrite your B2B content and marketing playbook for 2025. These three trends explain what will (and won’t) move audiences and customers next year.

Will AI lead content and marketing into a complacency crisis? Maybe — if you outsource your most important work to it. But there is an antidote. Robert Rose explains how to break out of the mundane with some deeply human work.

B2B marketing is more than an intellectual puzzle to solve. To succeed, you have to know and care about the people you’re creating marketing for — and also the products and services your brand creates. Here’s why.

Don't let the allure (or dread) of new tools distract you from planning a rock-solid strategy focused on the content experiences throughout the buyer journeys. Then, choose the tech to support it. Robert Rose explains how.

Do you see a clear path for advancement at your company? Do your teammates and direct reports? If not, expect to lose your best talent. But you can help shape the modern marketing career ladder. Robert Rose explains.