Mar 3, 2020
About the guest:
For more than 25 years, Robert has helped marketers tell their story more effectively through digital media. Over the last five years, Robert has worked with more than 500 companies, including 15 of the Fortune 100. He’s provided strategic marketing advice and counsel for global brands such as Capital One, NASA, Dell, McCormick Spices, Hewlett Packard, Microsoft, and the Bill & Melinda Gates Foundation. Robert is the founder and chief strategy officer for The Content Advisory, the education and consulting group for The Content Marketing Institute.
Robert’s third book — Killing Marketing, with co-author Joe Pulizzi — has been called the “book that rewrites the rules of marketing.” His second book — Experiences: The Seventh Era of Marketing — is a top seller and has been called a “treatise, and a call to arms for marketers to lead business innovation in the 21st century.” Robert’s first book, Managing Content Marketing, spent two weeks as a top-ten marketing book on Amazon.com and is generally considered to be the “owner’s manual” of the content marketing process.
In the episode:
2:17 – Robert shares how he started in television, transitioning to marketing where he has been for 30 years.
3:30 – Robert talks about how he created a content marketing approach opposed to traditional marketing.
7:03 – Nancy tells how she met Robert through Drew McLellan and the Agency Management Institute.
7:43 – Robert explains the origins of content marketing.
11:36 – Nancy and Robert talk about the connection between gaining audience trust and content marketing.
14:46 – Robert shares some of the different ways to use content marketing, giving Lincoln Electric’s magazine as an example.
18:47 – Nancy and Robert talk about how content marketing can be used for recruiting.
21:38 – Robert shares how PR professionals could improve their use of content marketing.
29:29 – Robert describes how he has made a conscious effort to build his network.
33:37 – Nancy and Robert talk about the importance of being able to be found online.
35:40 – Robert explains how to “get rid” of bad content someone else is producing about your brand or product.
38:12 – Robert shares some of the books that have been most instrumental to his career.
“And so that lack of trust, while kind of a sad state of the world and our culture, is an opportunity for us as brands to create that trust, to create content that is valuable, trusted, and gives our audience the value that they are looking for.” – Robert Rose, Chief Troublemaker at The Content Advisory
The Content Advisory: https://contentadvisory.net/
Content Marketing World: https://www.contentmarketingworld.com/
John Deere’s Furrow Magazine: https://www.johndeerefurrow.com/
Lincoln Electric’s Arc Magazine: http://www.arcmagazine.pub/
Bath Iron Works: https://www.gdbiw.com/
Monster Career Advice: https://www.monster.com/career-advice/
The End of Competitive Advantage by Rita Gunther McGrath
Discovery-Driven Growth by Rita Gunther McGrath
The Innovator’s Dilemma by Clayton Christensen
Competing Against Luck by Clayton Christensen
Experiences: The Seventh Era of Marketing: https://www.amazon.com/gp/product/0985957646/ref=dbs_a_def_rwt_bibl_vppi_i1
Managing Content Marketing: https://www.amazon.com/gp/product/0983330719/ref=dbs_a_def_rwt_bibl_vppi_i2
Drew McLellan’s PR Maven® Podcast Episode: https://www.marshallpr.com/podcast/episode-4-drew-mclellan-top-dog-at-agency-management-institute/
Susan Baier’s PR Maven® Podcast Episode: https://www.marshallpr.com/podcast/episode-22-susan-baier-head-honcho-audience-audit-inc/
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