By Robert Rose published March 11, 2022

Building a Content Strategy? Watch Out for That Second Step [Rose-Colored Glasses]

Coming up with an innovative content strategy seems like challenge enough. But that’s not the hard part. Robert Rose explains why the next step takes real courage – and how to tackle both. Continue reading

By Robert Rose published March 4, 2022

How To Create Blockbuster B2B Stories That Sell [Rose-Colored Glasses]

Is it possible to include product details in stories without boring or alienating your audience? Robert Rose says yes, but you’ll need some imagination (and, possibly, a bathing suit). Dive in for advice on how to start. Continue reading

By Robert Rose published February 25, 2022

Your Content Analytics Are Meaningless Unless You Have This [Rose-Colored Glasses]

When it comes to content analytics, you may be spending too much time checking the numbers and not enough time getting everyone to agree on the goal. Follow this three-step measurement process to make sure your content in heading in the right direction. Continue reading

By Robert Rose published February 18, 2022

Writing Is Writing, Right? Not If You Want To Keep Your Content Creation Team [Rose-Colored Glasses]

If you want to acquire and keep great content talent (and who doesn’t?), make sure you get the distinction between constructing and creating. Both are important – but only one gets people excited to keep “making the donuts” every day. Continue reading

By Robert Rose published February 11, 2022

How To Recognize (and Solve) Wicked Content Strategy Problems [Rose-Colored Glasses]

It’s hard to motivate to change when you’re not feeling the pain of broken processes. But if you don’t solve problems incrementally, you’ll eventually face a major disruption—Don’t despair. Robert Rose offers helpful advice. Continue reading

By Robert Rose published February 4, 2022

Want To Scale Your Content Strategy? Hiring Isn’t the Answer [Rose-Colored Glasses]

If you feel like your team can’t produce enough content, you’re right. They can’t – and Robert Rose says they never will. The only answer is to stop acting like a team of content creators and start becoming directors. Learn the five roles you need for blockbuster success. Continue reading

By Robert Rose published January 28, 2022

How Planning To Fail Can Succeed [Rose-Colored Glasses]

A recent conversation in a social media marketing group got Robert Rose thinking: Does it ever make sense to put out content with the explicit goal of failing? Continue reading

By Robert Rose published January 21, 2022

Your Audience Isn’t Really Interested in ‘Just the Facts’ Anymore [Rose-Colored Glasses]

The content marketing question in 2022 isn’t about how to present “just the facts.” The question is: How do you make people care about any of the facts? Robert Rose explains. Continue reading

By Robert Rose published January 14, 2022

You Could Build a Content Strategy While ‘Flying’ It – But Here’s a Better Way [Rose-Colored Glasses]

Is it ever possible to build a new content marketing plane while you’re already flying one? Maybe. But your chances of success go up dramatically when you don’t try to. Robert Rose explains better options for getting a new content program off the ground. Continue reading

By Robert Rose published January 7, 2022

Why You Might Not Need a Unified Content Development Process (Yet) [Rose-Colored Glasses]

You can’t solve every content development problem at once, so give yourself permission to stop trying. In his new weekly column, Rose-Colored Glasses, Robert Rose offers his view on a better way to tackle the challenge of enterprise content processes – one silo at a time. Continue reading

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