By Robert Rose published July 28, 2013 Forrester Research recently conducted a joint study with the Business Marketing Association (BMA) that we at CMI were greatly interested in reading: B2B CMOs Must Evolve Or Move On.
By Robert Rose published July 15, 2013 In the consulting and advisory side of our business, we're honored to work relatively frequently with businesses both large and small. These days, because of the rapid growth of content marketing, the businesses we work with are, in many cases, actually reinventing an existing content marketing strategy.
By Robert Rose published June 21, 2013 Ever since Content Marketing Institute (CMI) began conducting content marketing research three years ago, North American B2B marketers have told us that their two biggest challenges are "producing enough content" and "producing the kind of content that engages."
By Robert Rose published June 14, 2013 How is content marketing technology different than other marketing solutions? Does anyone really need yet another segmented view of marketing software solutions? These are questions that, candidly, we at CMI started asking ourselves just after the first Content Marketing World event in 2011.
By Robert Rose published June 4, 2013 I met (if you can call it that) Marc Benioff in 2003. It was at one of the first DreamForce conferences, and the company I was working for was one of the exhibitors.
By Robert Rose published May 16, 2013 Over the last few weeks, Joe Pulizzi and I have posted a few of our ideas on the importance of planning in a successful approach to content marketing.
By Robert Rose published April 28, 2013 This week, the Altimeter Group published Organizing for Content: Models to Incorporate Content Strategy and Content Marketing in the Enterprise. The research, which is based on interviews with 78 practitioners, content services providers, and domain experts, is well worth a read.
By Robert Rose published April 17, 2013 A few days ago, Joe Pulizzi wrote a post, 4 Truths About Content Marketing Agencies. There, he outlined some of the agency trends and best practices that we at CMI have observed as the ideas around content marketing become more widespread - and as more companies join the "gold rush" of helping brands produce this content.
By Robert Rose published March 1, 2013 As a content marketer, you have probably heard the call for us all to become brand storytellers. While this sounds great in theory, the tricky part for many companies is determining how to develop these stories in the first place.
By Robert Rose published December 24, 2012 [Editor's note: Happy Holidays! This week, the editorial team at Content Marketing Institute wanted to share some of the best content marketing blog posts we've seen from our CMI Consultants . Today's post originally appeared on Robert Rose's "It is in the creation of the experience that we get to experience new creation."
By Robert Rose published November 4, 2012 If you haven't already seen the overview of Coca Cola's Content 2020 Project on YouTube, stop reading this right now, and go spend the 18 minutes. If you're at all interested in how content is going to reshape the strategic marketing process, this is quite simply, a manifesto.
By Robert Rose published April 16, 2012 If you're a parent, you've no doubt at some point had to master the never-ending onslaught of a "why?" session. Comedian Louis CK has a wonderful bit on this, where he talks about how his daughter's asking "why" led him to mind-altering insanity as a question about going outside while it's raining led deeper and deeper into the meaning of life.
By Robert Rose published January 3, 2012 This past September, I was honored to speak at Content Marketing World. My talk was called "St orytelling Secrets From Hollywood." Since that time, I've had a few people ask me for the slides.
By Robert Rose published October 10, 2011 In Best Practices, Mediocre Results , Robert Rose claims marketers who focus on measuring up to others are less willing to take risks and less likely to stand out. Here, he offers tips about how to move beyond best practices-and become more than just average.
By Robert Rose published October 10, 2011 Why a hyper focus on measurement and incremental gains makes marketers average. Let's talk about how a myopic focus on measurement can suck all the innovation and success out of our strategy. Here is an experiment: Walk around your office and ask everybody three questions.
By Robert Rose published August 31, 2011 As we take a collective breath before we head to Cleveland to experience how content, marketing strategy, Rock & Roll, and more orange than we ever knew existed can be mixed together, Joe Pulizzi and I wanted to offer up a little surprise.
By Robert Rose published July 5, 2011 Ask any good author what their story is about and you will almost certainly not get the plot (what happens in the story) but rather the themes (what the story is about). Take, for example, the recently released hit comedy Bridesmaids.
By Robert Rose published April 14, 2011 Okay quick - how many marketing consultants does it take to change a light bulb? There is no shortage of punch lines here. " It depends - how large is your budget?" Or - " We don't know - they never seem to get past the requirements stage."
By Robert Rose published September 27, 2010 When we think of mobile and content these days, the conversation usually goes to publishing content for mobile devices such as iPhones, Blackberries and Android phones. While the mobile platform is interesting - and something other CMI contributors have covered - by "mobile" I actually mean something quite different.
By Robert Rose published September 16, 2010 My college roommate used to hold up his giant screwdriver and say - "this is the only tool I'll ever need." And, he'd hammer nails with it, open boxes with it, open beer bottles with it (yes, college was like that for me).
By Robert Rose published July 12, 2010 There's a great quote that I love that says, "Budgeting is just a way to worry about money before you spend it." As you get ready to move into the planning season for your 2011 budget, it's a good time to start thinking about things you might do to increase your chances of getting increased budget for content marketing.
By Robert Rose published June 7, 2010 In last week's post, I walked you through how to map your content to your buyer personas and sales funnel. By having this information, you can start to see where your gaps in content are. So, what's next?
By Robert Rose published June 2, 2010 If you're a B2B marketer you've inevitably heard sales say things like this: "Yeah, we're getting leads from all that content you guys in marketing are writing - but they're all tire kickers." Or (my favorite): "We don't need more leads. . .
As a consultant, I'm honored to work relatively frequently with businesses both large and small. These days, because of the rapid growth of content marketing, the businesses I work with are, in many cases, actually reinventing an existing content marketing strategy.
Ever since Content Marketing Institute (CMI) began conducting content marketing research three years ago, North American B2B marketers have told me that their two biggest challenges are "producing enough content" and "producing the kind of content that engages."
