Have you ever waited and waited for SME-driven content only to get 5,000 words explaining something that could have been handled in 500? Architected story packages help you avoid that – and get something you can turn into a whole portfolio of stories. Continue reading
Your 2023 Planning Shouldn’t Be All About That Tech [Rose-Colored Glasses]
New tools and tech seem like reasonable investments to set your content program for success next year. If that’s the extent of your plan, though, you might be creating the roadblock that delays (or, worse, derails) your vision. Continue reading
Should Your Content Team Play to Its Strengths or Fix Its Weaknesses? [Rose-Colored Glasses]
Every content marketing team has strengths and weaknesses. Should you double down on those strengths? Or take steps to shore up the weaknesses? The answer isn’t always obvious, but one thing will help you decide. Continue reading
How To Plan a Content ‘Season’ Like a Hollywood Showrunner [Rose-Colored Glasses]
An episodic approach to content planning keeps all the teams involved in producing content on track – and other teams’ ad hoc requests at bay. Robert Rose explains how (and why) to plan a season like a TV showrunner. Continue reading
Why Internal Customers Will Kill Your Content Strategy [Rose-Colored Glasses]
Customers are stakeholders in your content program. But not all stakeholders are customers. Most are more like investors ¬– a key constituency, but not quite the boss of you. Robert Rose offers tips on leading with content instead of serving content. Continue reading
We Don’t Talk About Creative Burnout – This Is Why We Should [Rose-Colored Glasses]
Remarkable content isn’t limitless. It’s a precious resource only created by content teams that are treated as essential to the business. So why do most businesses run their teams ragged? And how do we make it stop? Continue reading
Why You Should Treat Content Marketing Like a Golf Game [Rose-Colored Glasses]
Stop trying to figure out how to produce more content. Instead, figure out how to produce more holes-in-one. Robert Rose explains how to win the content marketing game by taking fewer swings. Continue reading
Change Is Good Even When You Don’t Achieve the Desired Results [Rose-Colored Glasses]
Doing nothing when your content marketing isn’t broken nets nothing. Doing something new nets, at minimum, a new perspective on the possibilities. Continue reading
Content Strategy – Not Content – Can Be Your Brand’s Competitive Advantage [Rose-Colored Glasses]
What is a content strategy and how does it provide a competitive advantage if the content itself does not? Isn’t the strategy supposed to define the content? Robert Rose answers. Continue reading
This Is Why No One Uses Your Content [Rose-Colored Glasses]
You know what happens when you assume other teams know what to do with the content you create? Usually nothing. And that’s the problem. Robert Rose explains the not-so-obvious solution. Continue reading
