Stories By Robert Rose
How Content Marketing Can Save Your Digital Marketing Strategy
In a world where most companies don’t have an integrated digital marketing strategy, now’s the time for content marketers to step up their leadership. Let CMI’s chief strategy advisor explain.
Looking for Content Strategy Buy-In? Don’t Rely on the Same Old Arguments
What is a more foundational argument for content strategy? How can you make the case to the C-suite and to mollify skeptical colleagues? It requires you to flip your thinking with this one twist recommended by Robert Rose.
Audience Strategist: The New, Critical Role on Your Content Team
Content marketing must provide more than one type of value to be worth the investment. It must provide value across multiple business areas. Are you ready for a new role in addition to the one you have? Enter the audience strategist.
The Democratization of Distrust Is Our Biggest Opportunity
Attention is getting a lot of, well, attention – attention marketing, attention economy, attention with content marketing. But to move forward in your content marketing journey (and build a business case), pay attention to trust.
The Age of the Wisdom Worker Is (Still) Just Ahead
Peter Drucker’s tomorrow has arrived. Today’s workplace needs storytellers. Meaning makers. Wisdom workers, they’re sometimes called. Are we there yet? Has this new class of worker rushed in to fill the need for wisdom? How about you?
The 2017 Content Marketing Framework: 5 Building Blocks for Profitable, Scalable Operations
Marketers have become successful at making the case for content. Now we need to slow down so we can get better at it. Learn how to run more successful, scalable, and strategic operations with CMI’s new Content Marketing Framework
Clarifying the Noise: The Content Marketing Spectrum [Exclusive Video]
Content marketing, native advertising, and branded content have productive uses. But how are they related? Do you know which to use? We propose a new model – a spectrum of how to operationalize these content-focused marketing terms.
Is ROI Really What You’re Looking For?
There’s a lot of talk about return on investment as a marketing metric, but ROI is inherently flawed for campaign-based marketing. A new look at ROI might be the remedy to build a case for content marketing. Let’s take a look at why.
Start Smart, Scale Up, and Stand Out With Video
Nearly 80% of marketers use video. Now, Content Marketing Institute unveils new research to illustrate best practices for incorporating videos successfully into your content marketing. The first lesson? Invest in the creation process.
The State of Content Marketing 2015 – Stronger With a Twist of Scale
Marketers struggle when they layer in content to power the same old marketing structures and processes. That has to change. Our annual State of Enterprise Content Marketing explores that issue and others facing the industry today.
Successful Storytelling Is Quick, Not Fast
When pressured to ramp up your content marketing, don’t move faster, move more quickly. By better managing your digital assets, you can be agile, adapting to situations on the ground and engaging more fluidly with your audience.
New Era of Marketing Requires New Skills
Marketers say they want to reinvent their roles but most don’t know how. Businesses are hindered by a skills gap that prevents content marketing from becoming a strategic function. Learn why it’s important to find the solution today.