Robert Rose Marketer | Author | Storyteller

  • Innovation Comes From Love

    Around Valentines Day we talk about love. This year, I’d like to send a Valentine to the work. The work we do as practitioners of content. One of the things that I’m continually struck by is how many times we “look for the template.” And, no, I don’t mean the content template (although that’s a Read Mor […]

  • It’s Time to Combobulate

    Combobulate. I love that word. Let me explain. The BBC recently did something revolutionary for a 93-year-old media company. It dropped its channel-based television and radio divisions and reorganized itself around “content and audience-led divisions.” Basically, it will have two main divisions – BBC Entertain and BBC Inform – which themselves will be made up Read Mor […]

  • Keep the Purpose in Repurposing

    Repurposing content is a complex activity that’s often misunderstood. I’ve written before about how I’ve changed my answer when people ask how much content they should create. I used to say, “As much as you can and still have it be great.” I came to see this as bad advice because it assumed that the Read Mor […]

  • What Is Content Strategy Innovation?

    It’s important that we begin resetting our notions of content’s function in business. For the businesses I’ve talked with, the challenge was never “How are we ever going to create enough content?” It was, rather, “How the hell are we going to manage the deluge of content we are creating?” If businesses stopped to consider Read Mor […]

  • Leave Them Wanting More—by Creating Less

    There’s quite a bit of talk these days about quality vs. quantity when it comes to our content strategy. The discussion usually centers on the question of how much content we should we publish. Sometimes the question is channel-centric: How often should we blog? How often should we tweet? How often should we email? These Read Mor […]

  • Let’s Make Content Great Again

    Our Intelligent Content Conference was held recently, marking the true purpose of this “Content Strategy for Marketers” newsletter – these weekly ramblings from me. I write this on a plane after an exhausting and rewarding three days of wonderful content strategy talk. I was grateful to meet so many of you and experience so many Read Mor […]

  • Zen and the Art of Content Maintenance

    How do you define quality content? Ask a movie studio or a television executive, and you may hear something like this: “Quality content is that which attracts the biggest audience.” In other words, the content itself matters less than the number of people who consume it. This attitude certainly accounts for much of reality television. Read Mor […]

  • Let’s Give Them Something (New) to Talk About

    You’ve all heard the story of Henry Ford commenting on the automobile: “If I had asked people what they wanted, they would have said faster horses.” There is a fair amount of debate as to whether he actually said this, but certainly the sentiment rings true. Ask customers what improvement they would like, and they’ll Read Mor […]

  • There’s Something Happening Here

    Get ready for the pushback. As Buffalo Springfield said, “There’s battle lines being drawn Nobody’s right if everybody’s wrong Young people speaking their minds Getting so much resistance from behind” My colleague Joe wrote a post called “It’s Going To Get Weird” in which he laid out 2016 as a year where content marketing is Read Mor […]

  • Thank You for Quitting Content

    What does your content say about your organization? This is a question I posed to a CMO in Europe. I had been speaking at an event and had used a slide that I often use these days. It says, “Content is what we are.” If you attended the Intelligent Content Conference last year – an Read Mor […]