Part 1

Part 2

Part 3

Part 4

Part 5

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Robert Rose - Founder of The Content Advisory

Robert Rose.jpg

Robert is Founder of Content Advisory, the education and consulting group with the Content Marketing Institute, which helps companies evolve their use of content-driven experiences to build audiences. He’s also a featured keynote speaker and workshop teacher at technology and marketing events around the world.

Show Notes

Part 1

Robert’s Background and Content Advisory (02:12) 

I have been in Marketing for nearly 30 years now. I started my career in the entertainment business and I have spent most of it in some form of media and content. 

As the .com explosion happened I ended up as a CMO of a software company. During that time, I had decided that we would take a new approach to marketing. At the time we decided to build a media company. 

Instead of hiring classic marketers, I hired designers, communicators, and journalists. 

After that, I met Joe Pulizzi and we started this content called the Content Marketing Institute. 

Now I have branched out on my own and started my own consultancy firm called Content Advisory. We’re trying to help companies discover this whole content operation. 

How People View Content as a Marketing Channel (05:52) 

It's been a bit of a double edge sword. In the early days, creating a blog was considered innovative. Then it caught on, and now considering how easily content is distributed and produced, it has created an ocean of content which has its own set of challenges now. 

That’s why many business wonder if they should start at all. For those who are starting though, it doesn’t mean that the game is over. 

It just puts an emphasis on how good you have to be. 

The biggest mistake that we see in today's landscape is that content is created, but it seems simply as a replacement for campaign bait or advertising. 

It's hard to create content that is valuable, tells a great story, inspires, educates. 

And with the democratization of production and distribution, it’s become more difficult to be seen. 

Changes In The Content Marketing Landscape (15:31) 

The successful content marketing is the one that got my attention to the point where I wanted to subscribe to it and become a long term audience member. 

In other words, start thinking of content as a means of developing an audience that wants to subscribe not to what they got today but what you're promising to give them tomorrow. 

Part 2

Setting a Strategy for Content Marketing Efforts (02:43) 

The content strategy is the biggest predicator for success. 

First, we think about the short-term conversion for certain campaign and how do we optimize it. 

Once we figure out the idea for a publication, a hub, a digital magazine or something else, we start thinking about the editorial strategy for that. 

How are we actually going to operate this thing as a publication that audiences we'll want to subscribe to? 

Figuring out the balance of content that we're creating for our editorial strategic approach versus the balance of what it is we're creating as an on-demand service to the business is the critical part of figuring out a content strategy.

Hubspot is the perfect example of building an audience that is not ready to buy immediately but they will be knowledgable about the product in the long run. 

Creating a Unique Voice for the Brand (14:25) 

Set a team or a person who will be responsible for the content in your company. 

In large organizations, this is usually going to consist of some sort of editorial board or content group. 

And in smaller organizations, it might literally be one person who is in charge of content. 

Part 3

Content Production (02:18) 

My general rule of thumb here is that strategy is in house and story is in house and execution can be outsourced.

I just don't think any agency is going to have the same passion and heart that we as a business we'll have around the specific content. 

No one's going to understand your brand's identity, your strategy, and how your content fits into your overall business goals better than you. But,  you can outsource some of the operational parts.

Ways To Outsource Content (04:44) 

We typically think of three categorical layers of content. The first is strategic content - usually long-form and deeper kind of content. The second layer is the executional one. The third layer is trans-creation content. 

You have agencies that offer content creation services, Upwork, etc. 

Producing Audio, Video, and Other Forms of Content (08:43) 

Even the most strategic piece of content is going to have the elements of secondary content that needs to be created. 

What I want to do is create the story first, then create the priority of outputs that I need in each category of content that I want to create and then assign my responsibilities based on how strategic that video's going to be.

What we have also found is that it’s better to produce one e-book and then create four blog posts out of it. Instead of pumping many different assets, we should slow down and create a few big ideas. 

The Cost of Creating Content (14:08) 

Whether it's the $500 blog post or the $2,500 blog post, depending on where you're at, that's probably where you're spending money on scaling your efforts into something that is meaningful for your business.

Part 4

The Paid, Owned and Earned Types of Marketing (03:48) 

After GDPR many companies started reviewing how they’re spending money to gain traffic. 

What we need to achieve with this paid effort is that we are pulling the audience in. 

Many companies also started thinking whether they can get a guest post somewhere or if they can get a reporter to talk about something. 

That should be done in a way that people decide to come and check that piece of content and what it is that we’re doing. 

You need to do both organic and paid in parallel because, by the time you get to the point where you are spending too much on paid ads, you're six months away from your organic strategy building up enough credibility. 

It takes time to develop a content strategy. It takes very little time to start advertising. 

Part 5

What Content Is Worthwhile To Produce (02:33) 

The classic mistake we see with content marketing is that the wrong thing gets measured - content instead of the audiences or relationships it helps to build. 

If we look at content as something that will replace ad or advertisement, it will never perform well. 

The Marketing Funnel (06:17) 

As I'm creating content, my measurability is going to be across three different areas. 

One type of content will be more suitable for an upper level of the funnel, while another will be more suitable for the middle level of the funnel. 

In the third one, the content would be in ‘how to’ or ‘here’s 10 steps you need to take…’ style which means the readers are probably ready to take action. 

The classic mistake marketers do is that they assume that everyone is on the same level. 

My advice would be to look at the content you're creating and really understand what the goals of each piece of content are.