Stories By Robert Rose
3 Reasons To Make Personalization More Personal [Rose-Colored Glasses]
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.
The Empowered Business Buyer Is a Myth [Demand Generation Research]
Based on CMI’s 2022 Content Marketing for Demand Generation survey, a newly released report illustrates a return to some demand generation priorities of the past and recognizes (and challenges) the myth of the empowered buyer.
To Date or Not To Date? That’s the Wrong Content Question [Rose-Colored Glasses]
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.
What Marketers Get Wrong About Content’s Role in the New Buyer’s Journey
Are you missing an opportunity to help buyers with critical questions? You might be if your content focuses only on awareness. The answer (and the challenge) is understanding buyer intent at each stage in the modern buyer’s journey. Robert Rose explains.
Yet Another Reason Not To Build Your Content Home on Rented Land
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.
The One Thing Content Marketers Love and Hate More Than Writing
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.
For Better Content Marketing, Listen First, Create Last [Rose-Colored Glasses]
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.
How To Manage Leaders Out of Your Content Approval Process [Rose-Colored Glasses]
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.
How Strategic Content Planning Helps You Say Yes – and No
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.
How Content Marketing Fits Into Web 3.0 (You Might Be Surprised)
What’s behind the hype around Web 3.0 concepts like NFTs, blockchain, and metaverse? And what do they have to do with content marketing? Turns out, more than you might think. And the good news is, you’re well-positioned to play in that world.
How To Create Blockbuster B2B Stories That Sell [Rose-Colored Glasses]
Is it possible to include product details in stories without boring or alienating your audience? Robert Rose says yes, but you’ll need some imagination (and, possibly, a bathing suit). Dive in for advice on how to start.
Your Content Analytics Are Meaningless Unless You Have This
When it comes to content analytics, you may be spending too much time checking the numbers and not enough time getting everyone to agree on the goal. Follow this three-step measurement process to make sure your content in heading in the right direction.