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web3-function-not-form

Web3’s Marketing Value Is Function, Not Form [Rose-Colored Glasses]

A year ago, Robert Rose made this prediction about Web3 technologies: “Anybody who says they have it all figured out is likely wrong. No one knows.” So what does he know now and expect for Web3, NFTs, and the metaverse in 2023?
new-year-word

What’s Your Word for 2023?

Robert Rose shares a story his grandfather told him every time he was frustrated at work. It will inspire you to find your word for 2023.
content-year-in-review

‘Twas the Night Before Break – 2022 Edition [Rose-Colored Glasses]

Relive the highs and lows of content, marketing, social media, and pop culture news from 2022 in Robert Rose's lighthearted reimagining of a holiday classic.  
content-team-reporting-structure-decision-making-process

Before Deciding Where Your Content Team Reports, Pay Attention to This [Rose-Colored Glasses]

Before you get deep into where the content team reports or which function handles a content project, recognize that the decision-making process – not the actual decisions – will set you up for success. Robert Rose explains the why and how.
purple-audience-content-strategy

How a ‘Purple Audience’ Approach Leads to a Better Long-Term Content Strategy [Rose-Colored Glasses]

Do you jump into the red ocean with content on popular topics? Or do you dive into the blue ocean with a contrarian view of a trending subject? Here's why you should try a purple-audience approach instead (and how to do it).
boring-content-story-structure

How a Spoonful of Story Helps Even ‘Boring’ Content Go Down [Rose-Colored Glasses]

Mary Poppins had it almost right ¬¬– just find the story and –snap – the content’s job’s a game. Then even the boring tasks you undertake become – well, if not a piece of cake, a more creative endeavor rather than a mundane construction project.
seo-content-marketing-strategy

Don’t Make SEO the Reason for Your Content Marketing Strategy [Rose-Colored Glasses]

Too many marketers fall into the trap of making search the foundation of their content marketing. Here’s why that doesn’t work and why you should be thinking about content discovery.
key-sales-enablement-teach-storytellers

The Key to Sales Enablement? Teach Your Storytellers Well [Rose-Colored Glasses]

How do you tell a compelling story to an audience that already knows the ending? That’s the challenge sales teams face every day. Teach them how to tell the stories you create – and you’ll both get better results.
story-packages-scale-sme-driven-thought-leadership-content

How Story Packages Help You Scale SME-Driven Thought Leadership Content [Rose-Colored Glasses]

Have you ever waited and waited for SME-driven content only to get 5,000 words explaining something that could have been handled in 500? Architected story packages help you avoid that – and get something you can turn into a whole portfolio of stories.
content-planning-not-about-tech

Your 2023 Planning Shouldn’t Be All About That Tech [Rose-Colored Glasses]

New tools and tech seem like reasonable investments to set your content program for success next year. If that’s the extent of your plan, though, you might be creating the roadblock that delays (or, worse, derails) your vision.
content-team-play-strengths-fix-weaknesses

Should Your Content Team Play to Its Strengths or Fix Its Weaknesses? [Rose-Colored Glasses]

Every content marketing team has strengths and weaknesses. Should you double down on those strengths? Or take steps to shore up the weaknesses? The answer isn’t always obvious, but one thing will help you decide.
how-plan-content-season-like-hollywood-showrunner

How To Plan a Content ‘Season’ Like a Hollywood Showrunner

An episodic approach to content planning keeps all the teams involved in producing content on track – and other teams’ ad hoc requests at bay. Robert Rose explains how (and why) to plan a season like a TV showrunner.