Stories By Robert Rose
Is Your Marketing ‘Broke’ Enough To Need a Fix?
Twitter’s rebrand seems like a lesson explained in the mantra, “If it ain’t broke, don’t fix it.” But what if your content or marketing is only slightly broken? Should you fix it? How do you even know? Here’s a potential solution.
How Storytelling Gives You the Best of Both Worlds in B2B Product Marketing
You already know how storytelling connects your brand with audiences. But you might not realize how powerful it can be in product marketing, too. Robert Rose explains how stories help you teach customers to care about what makes your product unique.
How a Subscribed Audience Can Draw a Crowd for Your Next Content Product
Threads owes its phenomenal success to the magic of an engaged, owned, and subscribed audience. It’s a play many successful content marketers have used, too. Robert Rose explains why you should tap into that superpower to launch new content.
Why AI’s Jump to Conclusions Might Be Perfect for Your B2B Brand
Limited data has prompted B2B marketers to jump to conclusions for years. That skill could come in handy to thwart generative AI tools’ jumping to false conclusions. And it may even let you define or redefine the content in your industry.
Facts Won’t Cut It: How To Use Point of View Architecture To Create Trust
Facts get fuzzier and grow exponentially in this digital media era. You cannot stop that. However, you can give your audience something to believe in. Enter the point-of-view architecture for your brand.
Why You Should Hit Pause on Content Tech (Yes, Even AI) Until You Answer This
Marketing tech, including AI tools, can seem like shiny objects to solve your marketing challenges. But don’t look at them too closely without answering this question first.
How To Map Content to Customer Intent (and Make Your Sales Team Happy)
Plan your content to match customer intent with this no-tech, three-step process. You'll end up with content that helps both your prospects and your sales team.
Don’t Waste AI and Human Potential – Push Them Both To Do Better
How companies use generative AI tools reveals how they view content marketing. If they embrace a strategic approach, AI’s real power isn’t creating content.
Are You Optimizing Content for a Library or a Network? The Distinction Makes a Difference [Rose-Colored Glasses]
The ideal content optimization framework considers intent, authority, internal context, and external context. Here's how to build one that works for the way audiences find and consume information today.
Mnemonic Content Strategy Framework Can Spark Conversations [Rose-Colored Glasses]
To make the standard framework for content strategy easier to remember, think of the 5Cs – coordination, collaboration, content before containers, and channels. Then dig deeper into each concept. Here’s how.
AI Can’t Imagine Distinctive Content (But It Can Help You Create It) [Rose-Colored Glasses]
What's missing from your content? Google's new AI-powered search results make this question even more important. And guess what? Another AI tool may help you answer it.
3 Ways To Know If Brand Awareness Gets Your Marketing on Base [Rose-Colored Glasses]
You can’t tie a baseball player’s stats directly to team wins. And you can’t connect a direct line from brand awareness to the bottom line. But that doesn’t mean you can’t measure the impact of brand awareness on the customer journey.