Stories By Robert Rose
No One Can Break Your Content Rules If They Don’t Exist
Do you create content that never gets used? Do teams create content outside your purview? Are you overwhelmed by content demands from other groups? Fix it by creating rules and structure. Only then can you figure out how to break them.
The Truth in Content Marketing: What Is and What Ought to Be True [The Weekly Wrap]
This week Robert Rose takes on the truth – what is vs. what ought to be. He also explores the advertising-and-data problem and talks to the authors of a new book about the internal workings of content marketing. Let’s wrap it up.
Avoid the Heartbreak of Lengthy Strategies, Expert Assumptions, and More [The Weekly Wrap]
This week Robert Rose goes into the trap between strategy and planning, gives a take on how less content is growing audiences. And he chats about the business challenges of content strategy with the person of the week.
Under Pressure? Don’t Worry, Stop Overthinking [The Weekly Wrap]
This week Robert Rose ruminates on overthinking and content marketing in brand activism. He talks with the person of the week about gut instinct and shares an article to help fix inefficiencies to have a worry-free content pipeline.
Pondering the Power of Disruption and Risk in Content Marketing [The Weekly Wrap]
This week Robert Rose pays tribute to the disruptive influence of Clayton Christensen. He shares a new global report that names two fields you know well as the jobs of tomorrow. And he talks risk-taking with the person of the week.
Don’t Crumble After Cookie Practices and Privacy Laws Change [Weekly Wrap]
Robert Rose explores how to lead change more easily and gives his take on Google’s new cookie “monster” plan. Plus, he talks surveillance culture in marketing with this week’s person making a difference in content marketing.
Is Your Work a Passion, a Love, Or Something Else? [The Weekly Wrap]
Robert Rose explores the difference between passion and love when it comes to work. He looks at predicted workplace changes and talks marketing to marketers. Plus, he points to an article on how to make content survive the committee.
Your Prescription for Healthier Perceptions and Content Impact [The Weekly Wrap]
This week Robert Rose attempts to get perspective on perception, from the view that advertising is dead to executives who think they know what audiences want. And he points to a firsthand account of a health care content experience.
This is What to Do When People Don't Get Content Marketing [The Weekly Wrap]
Robert Rose reflects on what to do when people don’t get it, gives a fresh take on content marketing as a life ring for journalists, and talks with Alan Schulman about getting execs to appreciate the real value of content marketing.
Want True Fans? Stress Them Out in the Best Way [The Weekly Wrap]
Robert Rose wraps up the week and the year with a focus on fans. He explains the need to stress out your audiences (in a good way), explores how to avoid marketing’s uncanny valley, and chats with marketing legend David Meerman Scott.
That Peloton Ad – Mistake or Failure? Plus, How to Keep Audience Attention [The Weekly Wrap]
This week, Robert Rose tackles the good and bad of failing, from the Peloton ad to a Wall Street Journal analysis of its subscriber loyalty. Plus, he talks with Jay Acunzo and shares five mistakes to stop making with your content.
2020 B2C Content Marketing: An Excellent Adventure [New Research]
In CMI’s just-released B2C Content Marketing 2020: Benchmarks, Budgets, and Trends report, we noticed some bodacious correlations to Bill and Ted’s Excellent Adventure. Read on.