Content marketers often oversell the power of data. Then, when you need buy-in for an innovative endeavor, executives want to know what the data says. Think about how to change from a data-driven model to one that allows for new ideas, too. Continue reading
3 Reasons To Make Personalization More Personal [Rose-Colored Glasses]
Personalized content remains an elusive goal for many marketing teams. But is that even the right goal? Robert Rose argues that you’ll get better results from getting personal before you personalize. Continue reading
To Date or Not To Date? That’s the Wrong Content Question [Rose-Colored Glasses]
Content marketers argue about whether to include publication dates for blog posts. You’ve got bigger questions to ponder if you want to create truly timeless content classics. Robert Rose says to focus on making sure your content has these seven traits. Continue reading
Yet Another Reason Not To Build Your Content Home on Rented Land [Rose-Colored Glasses]
Elon Musk’s Twitter takeover feels like an opportune moment to reflect on this content marketing advice: Don’t build your home on rented land. But that phrase might not mean what you think it means for your content program. Continue reading
The One Thing Content Marketers Love and Hate More Than Writing [Rose-Colored Glasses]
If you have a love-hate relationship with the technology you use every day, don’t give up. A tech stack designed for content operations will make your work a lot more comfortable. Robert Rose explains why what you have isn’t working – and what you need. Continue reading
For Better Content Marketing, Listen First, Create Last [Rose-Colored Glasses]
Do you actively listen to your audience? Or are you just waiting for your chance to offer some content? Try these ideas for incorporating active listening techniques into your content practice. You may be surprised by what you learn. Continue reading
How To Manage Leaders Out of Your Content Approval Process [Rose-Colored Glasses]
Managing up means telling hard truths to leadership. If executive input gets in the way of successful content marketing, you can either accept it or (gracefully) confront it. Robert Rose offers advice for making either option work. Continue reading
How Strategic Content Planning Helps You Say Yes – and No [Rose-Colored Glasses]
A strategic planning process has nothing to do with creating a strategy, but it has everything to do with supporting it. Most content teams skip that step – and find they struggle to prioritize and grow. Here’s how to avoid (or correct) that outcome. Continue reading
Which Matters More: Content Skills or Subject Matter Expertise? [Rose-Colored Glasses]
Should you hire for content skills or subject matter knowledge? It’s an age-old content strategy question. Robert Rose shares the answer – and a process to make it work. Continue reading
How To Stop Burying Your Content Signal In So Much Noise [Rose-Colored Glasses]
Producing more content doesn’t raise your chances of success – it risks hiding your best work. How can you make sure your signal gets found in the noisy content hurricane? Try these three techniques media companies love. Continue reading
