You can’t tie a baseball player’s stats directly to team wins. And you can’t connect a direct line from brand awareness to the bottom line. But that doesn’t mean you can’t measure the impact of brand awareness on the customer journey.
When did B2B marketing teams stop caring? Sure, they care about their jobs. But many don’t seem to care about the topic of their employer’s business. And that’s a problem.
Stop buying into the trope, “AI won’t replace you, but someone using AI will.” Yes, humans are the differentiator but not like that (unless you have a misguided boss).
Short-term agility and speed could spell trouble for the long-term success of an innovative content marketing project if you focus too much on the content and not enough on the internal communication plan.
For a Better Customer Experience, Make Your Buying Process Less Efficient (Yes, Really) [Rose-Colored Glasses]
Over the last two decades, marketers have worked hard to reduce or remove friction in the buying process. But what if that’s a mistake? A recent delivery from Domino’s prompts Robert Rose to explain why.
The authors of an open letter from the Future of Life Institute damaged their own message when they didn’t help readers realize their best next experience.
It’s not easy to overcome the collaboration fears that keep teams from working together. But giving everyone visibility into the content plans can help your organization produce more and better content. Robert Rose explains.
What can marketers learn from Matthew McConaughey’s Oscar acceptance speech? Robert Rose has some thoughts for today and the future.
Can you create remarkable content without a process (and people who create and follow processes)? Robert Rose says you can't – no matter what Steve Jobs once claimed. Here's why.
Can Your Marketing Team Generate True Demand To Really Start the Customer Journey? [Rose-Colored Glasses]
Does true demand generation get the support it deserves from your brand? The kind that propelled millions to buy a Rubik’s Cube, a Toyota Corolla, or even an iPhone? Robert Rose explains why true demand gen is a must.
George Lucas wanted to make a sci-fi movie, so he dreamed up a great story to fit the medium. But that format-first approach doesn’t work for content marketing. Robert Rose explains why not – and what to do instead.
Content teams face increasing demands to create. But what rarely comes after those requests is an interest in uniting for an integrated marketing strategy. Robert Rose shares why that’s a big mistake and how to change it.