Robert Rose

Study: Content Marketing Inefficiencies Cost BtoB Companies Nearly $1 Billion

Content Marketing InefficiencyHow Efficient is Your Content Marketing? That’s the question Sharon Goldman asks in the August issue of BMA Buzz that Robert Rose and I did our best to answer. The article was inspired by a new study that finds content marketing waste and redundancy cost business to business companies nearly a billion dollars a year.

Not only are companies challenged to create a variety of engaging content on a consistent basis with clear ROI, but the making of the content is wasteful as well.

Whether you’ve made progress towards increasing the effectiveness of your content for marketing or not, I think there are some important choices to be made when it comes to marketing organization, leadership and strategy. Here’s the full article:

13 Marketing Stars Show The Big Picture of Content Marketing Strategy

The-Big-Picture-of-Content-Marketing-Strategy-Cover

“Nothing is impossible. The word itself says, ‘I’m possible!’” –Audrey Hepburn

Content marketing can quickly become a whirlwind of creation, promotion and evolution of tactics. New platforms are constantly popping up and directives can change at the top of a hat. So, it’s no surprise when content campaigns become disorganized and lose focus.

If your content marketing isn’t having the impact it could, you’re not alone: Only 37% of B2C and 38% of B2B marketers say their content marketing is effective.

If you are in the vast majority of marketers who aren’t sure their performance is Oscar-worthy, the Content Marketing Institute is here to help with a dose of old-school Hollywood magic.

A Prerequisite for Content Marketing Success – Book Review: Managing Content Marketing

Managing Content Marketing

Managing Content Marketing by Robert Rose & Joe Pulizzi

There are certain books that I find myself recommending to folks on our team and to people I meet at conferences over and over again. These are books I purchase multiple copies of (I give them away and they also seem to disappear).

One book in particular that fits this situation is Managing Content Marketing: The Real-World Guide for Creating Passionate Subscribers to Your Brand by Robert Rose and Joe Pulizzi.

Sure, Robert and Joe are two of the smartest and nicest people I know, but this book really does deserve to be required reading for any organization investing in content to grow their business.

Here’s why:

Secrets of Content Marketing World: Agent Robert Rose, Content Marketing Institute

Robert Rose Content Marketing Secret Agent

Within the Content Marketing Secret Agent community there are a number of operatives that really go above and beyond in their efforts to make an impact in their work. I’m not talking about double agents or moonlighting mercenaries, but people who can see the full spectrum of impact from great content marketing. From concept and creative to strategy and tactics to measurement and conversions, a well-rounded perspective towards content marketing will undoubtedly harvest an abundance of useful secrets.

That’s what we have with Robert Rose, Chief Strategist for the Content Marketing Institute and Founder and Chief Troublemaker at Big Blue Moose. In this interview he covers content marketing goals, the role of search and measurement as well as some great examples of how companies are integrating content marketing with other channels.