Robert Rose 
[ad_1] I see a common challenge in B2B marketing – teams seeking more budget and resources for demand-generation programs. “Now, wait a minute,” you might say. “It seems like demand gen for leads is the only thing we do.” To be clear, I mean true demand generation, not mid-funnel, inbound lead gen, nurturing, or sales enablement. … Read more
[ad_1] Do you find yourself planning the form before you develop the idea for content? Most of us do – it’s the way we consume content. When you feel inspired by a video or podcast, for example, your brain will start trying to come up with an idea to use in a movie or podcast. … Read more
[ad_1] Are your content and marketing integrated? No one can argue content marketing isn’t an increasingly important part of marketing. Content teams routinely take more and more responsibility. You take on thought leadership and the many assets necessary to support marketing and communications. But what doesn’t come along as quickly is the integration to make … Read more
[ad_1] The internet never forgets. That famous meme dates to at least the early 2000s. The digital internet acts as a more permanent version of what philosopher and sociologist Maurice Halbwachs deemed as the “collective memory” in his book of the same name almost 100 years ago. He concludes societies have a collective memory that … Read more
[ad_1] We all think we have great taste. In the movie When Harry Met Sally, Marie (Carrie Fisher) and Jess (Bruno Kirby) move in together and argue over keeping his wagon-wheel coffee table. Jess insists, “I have good taste!” And Marie responds, “Look, everybody thinks they have good taste and a sense of humor, but … Read more
[ad_1] How much did you spend on content last year? How much should you spend on content this year? You can’t know. Outside of the most abstract of estimates, you can’t know the answers to both questions. As I’ve shared, “content” is a big word. I describe it as the operating system of a business … Read more
[ad_1] I just pressed send on the manuscript for my book to be released in September. It’s called Content Marketing Strategy (snappy, eh?), and Kogan Page will publish it. Last week, marketing professor Philip Kotler wrote the foreword. I won’t spoil it, but he mentioned the need for a strategic approach to owned media. He … Read more
[ad_1] The chatter about ChatGPT in marketing and content doesn’t slow down. Generative AI and content creation have garnered attention as one of the most disruptive technologies since the advent of social media. Passionate debates go around the benefits, threats, and abuses that AI-created content provides to marketing departments. But a more common thought I … Read more