Avoid Traditional Marketing Metrics To Prove Content’s Real Value
April 30, 2024
Robert Rose
Content marketing requires a nuanced measurement program that differs from traditional marketing analysis. Use this four-step process to design objectives, key results, performance indicators, and metrics that leave no question about your content’s impact.
Overcome Change Fatigue and Boost Your Content Strategy
April 23, 2024
Robert Rose
Not changing gets you nowhere. Get insightful anecdotes paired with practical strategies to motivate your marketing and content to break from stagnation and go toward innovation.
Think Like a Golfer To Create a Winning Content Strategy
April 16, 2024
Robert Rose
More content always seems better or at least less risky. But what if you played a different strategy? Play as you would in golf — fewest swings of the club wins. Let’s explore.
How To Get Unstuck With Generative AI in Your Content and Marketing
April 9, 2024
Robert Rose
Generative AI isn’t serving marketers well. All the options make it easy to apply, but all the options make it more difficult to decide what to do. To help, use this categorization chart that looks at capabilities and efficiencies.
Think Like a Director To Build a Scalable Employee Content Network
April 2, 2024
Robert Rose
Recent research finds that almost nine out of 10 C-suite B2B marketers believe tapping employees as influencers holds immense value. But how do you scale your content efforts to enable those creators? Think like a movie director. Here’s how.
How To Produce a Podcast in 2024 (From Someone Who’s Done 400+ Episodes)
March 26, 2024
Robert Rose
This Old Marketing has produced over 400 podcast episodes since 2013. Learn how they do it in 2024, from the process to the equipment and the one big thing every successful podcast requires.
Manage Your Content Budgets With ‘Bottle’ Episodes
March 19, 2024
Robert Rose
The mega-hit Friends producers adopted a behind-the-scenes strategy that balanced the budget and delivered some of the best episodes. Consider a similar strategy for your budget-impacted content plan.
Does AI Do ‘More’ Or ‘Less’ in Your Content Strategy?
March 12, 2024
Robert Rose
Being asked to use AI to “do more with less” isn’t as easy as it sounds. It all rests on whether you emphasize “more” or “less.” Learn what that means for incorporating AI in your marketing strategy.
Classic Content Isn’t Necessarily Evergreen: Why Marketers Should Know the Difference
March 5, 2024
Robert Rose
Evergreen does not automatically mean the content will stand the test of time. Nor is content that stands the test of time necessarily evergreen. Why? And can AI even generate classic content? Let’s explore.
Attention vs.Trust: Which Should Content Marketers Prioritize?
February 27, 2024
Robert Rose
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?
Shift Your Storytelling Strategy To Co-Create (and We Don’t Mean More Case Studies)
February 20, 2024
Robert Rose
Great brand stories can attract and retain attention long enough to develop trust with your audience no matter where they are in their journey. But to get great stories, marketers must shift their storytelling thinking.
‘Playing Around’ With Generative AI Won’t Lead To Innovation
February 13, 2024
Robert Rose
Company leaders and some marketers think generative AI gives them miraculous new capabilities. They believe it requires a new strategy or a dedicated leader. And they would be wrong. Generative AI is an innovation, not an invention.
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