Robert Rose, a master craftsman and seasoned author, discusses the evolution of content marketing, building on rented land, the impact of recent decisions by meta and passage of Canada's Online News Act, the difference between influencers and thought leaders, and strategic use and transformative retreat. He also advertises his new book 'Content Marketing Strategy'.
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insights INSIGHT
Content Marketing Integration
Content marketing is becoming integrated into overall marketing strategies.
It's no longer a separate tactic, but a core part of marketing operations.
insights INSIGHT
Shift in Marketing Spend
Brands logically should spend equal time on storytelling and direct response, but reality skews towards the latter.
The changing landscape of paid media and rising costs are causing a shift.
insights INSIGHT
Decline of Programmatic Advertising
The effectiveness of personalized, programmatic advertising is declining, making it more expensive.
This, coupled with the need for trust-building, pushes brands towards owned media.
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Welcome to episode #914 of Six Pixels of Separation - The ThinkersOne Podcast.
Here it is: Six Pixels of Separation - The ThinkersOne Podcast - Episode #914. In a digital world where content is king, Robert Rose stands out as a master craftsman (and good friend), shaping narratives that resonate and drive business success. As a seasoned author (Managing Content Marketing, Experiences: The 7th Era of Marketing, Killing Marketing, etc.), consultant, and content marketing rock star, Robert has been at the forefront of defining and refining the strategies that make content a pivotal part of contemporary marketing. Robert’s latest book, Content Marketing Strategy, is a beacon for marketers navigating the choppy waters of the digital age. The book is not just a treatise on content marketing; it's a comprehensive guide to crafting a strategy that aligns content with broader business goals. Drawing from his extensive experience, Robert elucidates how content can be a transformative force, turning audiences into advocates and browsers into buyers. The journey of Robert as a content marketing strategist is one marked by a deep understanding of how stories can shape brand perception and consumer behavior. His work has not only helped businesses find their voice but also fine-tune it to echo across the digital landscape. His approach goes beyond mere content creation, delving into how to manage, measure, and monetize content effectively. As the founder and chief strategy advisor of The Content Advisory, Robert has been instrumental in steering businesses toward narrative-driven growth. His consultancy work has seen him collaborate with global brands, helping them to craft content strategies that are both innovative and impactful. His insights are sought after in boardrooms where the conversation is about turning content into a competitive advantage. Beyond his consulting and writing, Robert is a prolific speaker, bringing his thought leadership to conferences and corporate workshops worldwide. His keynotes are a blend of practical advice, industry insights, and forward-thinking ideas - all delivered with a storyteller's flair. Robert’s contributions to the field extend to his role as a Chief Strategy Advisor for the Content Marketing Institute (which is also the home of Content Marketing World - originally created along with his This Old Marketing podcasting co-host, Joe Pulizzi). Here, he has been a guiding force, helping shape the discourse around content marketing and ensuring that practitioners have access to the latest trends, tools, and tactics. The power of smart and strategic content cannot be denied. Enjoy the conversation...
Six Pixels of Separation Podcast