Robert Rose

Oct 6, 2024 | contentadvisory.net | Robert Rose

Is a marketing career path even a thing anymore? As we approach Content Marketing World 2024, I’m struck by how much has changed in just 12 months. In my opening keynote talk last year, I proclaimed, “Content marketing is marketing.” It felt slightly provocative at the time. As it turns out, the entire marketing practice has evolved to embrace something familiar to those practicing content marketing: delivering value through trusted content-driven experiences.

Oct 6, 2024 | contentadvisory.net | Robert Rose

How many times have you asked this? How many times have you heard it? In the workplace, it’s often uttered when a suggestion or request isn’t acted upon as you expected. This “signal amplification bias,” as psychologists call it, explains why miscommunication is so common. We often overestimate how much we’ve communicated. Remote work only makes this worse. Email, text, Slack, and Zoom increase the potential for misunderstanding.

Sep 3, 2024 | contentmarketinginstitute.com | Robert Rose

Does gating content make sense in 2024? In B2B content marketing, tension typically arises between marketing and sales teams over how much (if any) content should be gated. How much content should be accessible only to those willing to provide contact information? The debate about gating content has been hot for as long as I can remember. Sales teams rage that content should be gated because that’s the only way the business can drive qualified leads and opportunities.

Aug 26, 2024 | contentadvisory.net | Robert Rose

Strategy consultants and agencies often get a bad rap. Sometimes they deserve it. But sometimes they don’t. The cliché (and some stereotypes exist for a reason) is that consultants and agencies recommend strategies the business can’t implement. The proposed changes might be too complex, disruptive, expensive, or lengthy, making them impractical. Sure, consultants often suggest a phased or a “crawl, walk, run” approach.

Jul 22, 2024 | contentadvisory.net | Robert Rose

One of the more exciting trends in marketing is the rise in interest in engaging employees as influencers and content creators. Recent research from agency giant Ogilvy finds that 89% of C-suite B2B marketers recognize that tapping employees as influencers “holds immense value for their businesses.”As a result, I see just about everyone rushing to create content to help the business.