It’s time for a midyear checkup on your content and marketing strategy. As you consider changes, don’t let loss aversion drive your decisions. But don’t ignore the impulse, either. Robert Rose shares the five questions he asks for a balanced content strategy assessment.
You've heard the advice to "know your why." But that won't help you differentiate with content – unless you connect your brand's why to your audience's why. Robert Rose shares a step-by-step process to help.
Brand-value goals make the top of most marketers’ lists. You spend a lot of time trying to figure out how to quantify them. But maybe, you should stop trying to calculate the results. Robert Rose explains.
Content marketers often oversell the power of data. Then, when you need buy-in for an innovative endeavor, executives want to know what the data says. Think about how to change from a data-driven model to one that allows for new ideas, too.
Personalized content remains an elusive goal for many marketing teams. But is that even the right goal? Robert Rose argues that you’ll get better results from getting personal before you personalize.
Content marketers argue about whether to include publication dates for blog posts. You’ve got bigger questions to ponder if you want to create truly timeless content classics. Robert Rose says to focus on making sure your content has these seven traits.
Elon Musk’s Twitter takeover feels like an opportune moment to reflect on this content marketing advice: Don’t build your home on rented land. But that phrase might not mean what you think it means for your content program.
If you have a love-hate relationship with the technology you use every day, don't give up. A tech stack designed for content operations will make your work a lot more comfortable. Robert Rose explains why what you have isn't working – and what you need.
Do you actively listen to your audience? Or are you just waiting for your chance to offer some content? Try these ideas for incorporating active listening techniques into your content practice. You may be surprised by what you learn.
Managing up means telling hard truths to leadership. If executive input gets in the way of successful content marketing, you can either accept it or (gracefully) confront it. Robert Rose offers advice for making either option work.
A strategic planning process has nothing to do with creating a strategy, but it has everything to do with supporting it. Most content teams skip that step – and find they struggle to prioritize and grow. Here’s how to avoid (or correct) that outcome.
Should you hire for content skills or subject matter knowledge? It’s an age-old content strategy question. Robert Rose shares the answer – and a process to make it work.