Stories By Robert Rose
When Did Your B2B Team Stop Caring (and What To Do About It) [Rose-Colored Glasses]
When did B2B marketing teams stop caring? Sure, they care about their jobs. But many don’t seem to care about the topic of their employer’s business. And that’s a problem.
AI Content Tools Can’t Be Stupid or Smart, But Content Creators Can [Rose-Colored Glasses]
Stop buying into the trope, “AI won’t replace you, but someone using AI will.” Yes, humans are the differentiator but not like that (unless you have a misguided boss).
Watch Your Language: How To Win at Global Customer Service Content
Deliver the right message to the right person at the right time. But global companies face an added challenge – doing that in the customer’s native language. That's a translation strategy that must accompany their content strategy.
Why Communication Matters More Than Creativity for Long-Term Content Success [Rose-Colored Glasses]
Short-term agility and speed could spell trouble for the long-term success of an innovative content marketing project if you focus too much on the content and not enough on the internal communication plan.
Where Should Your Customer Journey Start? [New Demand Generation Research]
Content marketing for demand generation programs took a hit in the past year. Find out the potential reasons why and more about how marketers view and use the strategy in the newly released 2023 demand generation research from CMI.
For a Better Customer Experience, Make Your Buying Process Less Efficient (Yes, Really) [Rose-Colored Glasses]
Over the last two decades, marketers have worked hard to reduce or remove friction in the buying process. But what if that’s a mistake? A recent delivery from Domino’s prompts Robert Rose to explain why.
How a Weak Point of View Sabotages Your Content – and What To Do About It [Rose-Colored Glasses]
The authors of an open letter from the Future of Life Institute damaged their own message when they didn’t help readers realize their best next experience.
Take This Step To Get Over Your Fear of Content Collaboration [Rose-Colored Glasses]
It’s not easy to overcome the collaboration fears that keep teams from working together. But giving everyone visibility into the content plans can help your organization produce more and better content. Robert Rose explains.
Fill Your Content With Visions Your Audience Will Want To Chase [Rose-Colored Glasses]
What can marketers learn from Matthew McConaughey’s Oscar acceptance speech? Robert Rose has some thoughts for today and the future.
Why Remarkable Content Originates From an Unremarkable Process [Rose-Colored Glasses]
Can you create remarkable content without a process (and people who create and follow processes)? Robert Rose says you can't – no matter what Steve Jobs once claimed. Here's why.
Can Your Marketing Team Generate True Demand To Really Start the Customer Journey? [Rose-Colored Glasses]
Does true demand generation get the support it deserves from your brand? The kind that propelled millions to buy a Rubik’s Cube, a Toyota Corolla, or even an iPhone? Robert Rose explains why true demand gen is a must.
Why ‘Let’s Make a Movie’ Is a Terrible Way to Plan Content [Rose-Colored Glasses]
George Lucas wanted to make a sci-fi movie, so he dreamed up a great story to fit the medium. But that format-first approach doesn’t work for content marketing. Robert Rose explains why not – and what to do instead.