Skip to content
Content Rules: Make 'Em and Break 'Em

Content Rules: Why You Need To Make Them (and Break Them)

Content teams often resist creating rules because they don’t want to operate in a box. But that’s a mistake. Without rules, you lose the ability to benchmark the standard – and learn from the creative rule breakers.
opportunity-for-events-social-media-declines

Social Media’s Decline Creates Opportunity for Events (If Done the Right Way)

As social media becomes less social and more media, you can still capitalize on the human desire to socialize. Events offer one way to do that. Just remember to craft a strategy for the content regardless of the channel.
controversial-content-framework

How a Dash of Familiarity Makes Controversial Content More Palatable

Controversial content topics get attention – for better or worse. To earn the best kind, try balancing these four elements: surprise, familiarity, consensus, and controversy. This new framework can help.
audience-centric-content-strategy

How To Build a Content-Driven, Audience-Centric Content Strategy

What does it mean to build a truly audience-centric content strategy? For the National Multiple Sclerosis Society, it meant rethinking everything (in pursuit of a noble ultimate goal). Learn how they did it in this excerpt from Robert Rose’s new book.
need-content-ideas-borrow-them

Out of Content Ideas? Try Borrowing One or Two (Even From Your Competitors)

You don’t need unique content ideas to differentiate your brand. You can recombine and reshape existing ideas to make them your own – even (or maybe especially) ones that didn’t work for other companies. Here’s how to get started.
gate-content-brand-trust

With Gated Content, Trust Goes Both Ways. Don’t Ask Until You’ve Earned It

Is your brand willing to trust first? Your answer can determine the success of your company’s gated and free content assets and achieving your long-term content marketing goals.
love-your-content-marketing-job

Do You Love Your Content Marketing Job (and Does It Matter)?

You should equate your job with your passion. If that’s not possible, you must direct your passion into a side hustle vocation that can become your career. But that thinking can derail you from doing what you love to do.
ai-make-teams-more-efficient

Will AI Make Marketing Teams Stronger or Cover Their Weaknesses?

Can generative AI help your marketing and content teams if you don’t have a documented creation process? And if you do, should AI play to your strengths or weaknesses? Let’s explore the answers.
content-marketing-leadership-ladder

How To Create a Content Marketing Career Path (So You Don’t Lose Your Star Talent)

Too many organizations lose employees because they fail to create a content career ladder. Consider this framework the starting point to becoming a differentiator in attracting and retaining content team members.
revolutionize-content-creation-process

Revolutionize Content Creation by Overcoming These Antiquated Beliefs

You’re probably spending too much time on content distribution and outcomes and not enough on establishing a content creation process. Robert Rose explains how to strike a better balance.
how-broke-is-your-content-marketing

Is Your Marketing ‘Broke’ Enough To Need a Fix?

Twitter’s rebrand seems like a lesson explained in the mantra, “If it ain’t broke, don’t fix it.” But what if your content or marketing is only slightly broken? Should you fix it? How do you even know? Here’s a potential solution.
Rose-Colored Glasses logo for a story about product differentiation

How Storytelling Gives You the Best of Both Worlds in B2B Product Marketing

You already know how storytelling connects your brand with audiences. But you might not realize how powerful it can be in product marketing, too. Robert Rose explains how stories help you teach customers to care about what makes your product unique.