Episode 191
Do you wish there was a blueprint for architecting all your company’s content? You’ve come to the right place because a super-well researched book has just come out, from someone whose name is synonymous with Content marketing.
Our guest is a marketing leader who helps companies combine technology and digital media to produce great content marketing. Many Fortune 500 brands have sought him out for his strategic guidance.
He himself says this was an improbable outcome, as a guy who moved from Texas to LA to start a career in Hollywood as a screenwriter. But LA had its own plans for him, specifically in senior marketing roles with SaaS companies, including a content management solution firm where he was CMO.
In 2010 he joined Joe Pulizzi, previous show guest who had just founded The Content Marketing Institute as its Chief Strategy Advisor. He played a pivotal role in making it the premier content marketing education organization through its acquisition by UBM in 2016 and right up to the present. He and Joe still put out This Old Marketing, a podcast which is downloaded more than a half-a-million times every year in 150 countries.
He also provides training programs and certification courses through The Content Advisory.
Beyond all the enterprise work he does, he still rolls up his sleeves to support various startups , serving supporting roles at DivvyHQ and BrandLens. He is the best-selling author with four best-selling books on marketing and today we’re talking about his 2023 book: Content Marketing Strategy.
We’re headed now to talk with Robert Rose.
Timestamps/Chapters
00:00:00 – Intro
00:02:50 – Welcome Robert
00:04:48 – How having a strategy produces better content
00:28:31 – PSA
00:29:08 – 3 pillars of the Content marketing model
00:34:43 – Org structures at odds with Content Strategy
00:37:22 – Content dept shouldn’t be treated as vending machine
00:39:44 – Content’s container vs content itself
00:45:02 – Infusing content with storylike progression
00:48:23 – Points of view for creating content
00:49:49 – Measuring content’s value
01:00:37 – Getting the book/contacting Robert
People/Products/Concepts mentioned in the show
Content Marketing Strategy book
Permission Marketing by Seth Godin
You may want to hear the related Funnel Reboot podcast with Robert’s friend Joe Pulizzi
