. home.aspx
EVENTS
ContentTECH Summit
CONTENTTECH SUMMIT
April 20-22, 2020
Our ContentTECH mission is clear: We want to show how the effective use of technology and better processes can help your strategic efforts to create, manage, deliver and scale your enterprise content and provide your customers with better digital experiences. Come to the ContentTECH Summit to learn ...

C-SUITE ON DECK

home.aspx
   

Q&A With Robert Rose, Founder And Chief Strategy Officer At The Content Advisory

August 19, 2019 / MEDIA 7
SHARESHARESHARE
Robert Rose, Founder and Chief Strategy Officer of The Content Advisory has worked with more than 500 companies, including 15 of the Fortune 100 and provided marketing advice and counsel for global brands such as Facebook, Capital One, Dell, Ernst & Young, Microsoft, Thomson Reuters, etc.

Robert is also an early-stage investor and advisor to a number of technology startups, apart from being a featured keynote speaker and workshop teacher at technology and marketing events around the world.

MEDIA 7: If we were talking a year from now celebrating what a great 12 months it’s been for you in this role, what would you have achieved?
ROBERT ROSE: 
We’re on a path to double the size of our business in the next 12 months. We’ve been quite blessed to work with some of the greatest brands on the planet, to help them sort out their content operations and strategy. So, a great year from us is continuing to work with more and more, and different, types of enterprises – while we increase our capacity to deliver the smartest content strategy and education.

M 7: In what way is The Content Advisory transforming marketing practices and accelerating the strategic content marketing shift?
RR:
Given our experience, and the number of companies we’ve worked with over the last 7 years, we’ve got a unique perspective on what works in content marketing.  We’ve watched as Content Marketing has gone from this “nice-to-have” addition to demand generation and SEO, to a must-have, strategic function for adding overall value to the business. In other words, we’ve watched content marketing go from marketing tactic, to business strategy. The frameworks (which is really the output of our unique perspective) for setting a foundational operation model for content, along with how to create the teams, the governance and the measurement strategies are what set us apart for our clients’ success.

"Content Marketing has gone from this “nice-to-have” addition to demand generation and SEO, to a must-have, strategic function for adding overall value to the business."

M 7: With more than 8 years of content marketing experience, what is the paradigm shift you see in content marketing practices today?
RR:
The biggest shift we see is how content is becoming a strategic business operation, in much the same way as accounting, legal, or R&D. “Content” used to be the thing that was everybody’s job, and nobody’s strategy. Today, because content is such a core output of any business, it has to be treated with the same strategic rigor as any other function in the business. As I’ve said before, we all perform levels of “accounting” in our business. We fill out expense sheets, turn in profit and loss reports, utilize budgets, etc… But we don’t do these things in just any way we like. We conform to a centralized approach to the function of accounting.  The same is true in content.  The companies that are succeeding with content have shifted their approach to the practice to make it a strategic function in the business.

M 7: How does strategic consulting help businesses in building passionate, trustworthy audiences for their brands?
RR: 
Well it doesn’t to be honest. It’s very easy to get caught into the classic consulting trap of some kind of “magic button”. As we’re the first to say, we’re not here to tell your story – we’re just here to help you tell it a little better.  Our goal is to help marketing leaders understand the steps – the road map – to building these valuable audiences.  It will be up to them and their team to continually apply what we can instill to engage them, and keep them loyal over time.

"Great customer experiences, continually deliver value to consumers. At the heart of each of those experiences is content – it is what drives every experience."

M 7: In what way does the strategic use of content create better customer experiences for any enterprise?
RR: 
The main value I would use is the word “trust”. Great customer experiences, continually deliver value to consumers. The first time I meet a customer I deliver a little bit of value. The second time, I deliver a little more value. The third time, a little more value.  Eventually, I’m delivering enough value through the experience that the customer wants to pay for what comes next and – if designed well – that next experience is the product/service I have in the market place. 
But at the heart of each of those experiences is content – it is what drives every experience. So, we must have a connected, central, and holistic manner of managing our communication within those experiences.  This is why a content strategy is so important.

M 7: As a content strategy expert, what is the advice that you would like to give to present marketers for delivering effective content-driven experiences?
RR:
 Focus on the experience, not the asset.  No matter where you are on your journey, stop producing assets – and start producing a “center of gravity” of content.  You might call it a resource center, or a hub, or a blog, or a magazine, or an event, or whatever.  But stop producing random assets that are used only as bait for random marketing campaigns, and start producing content against an editorial theme that will connect together across a platform that builds an audience.  Now, that doesn’t mean that the assets that you create can’t be used to support random campaigns – but in order to produce multiple lines of value, the content must start working harder – and when you have a platform, the next piece you create will work harder for you because the previous one (that is connected in some way) exists.

"Focus on the experience, not the asset.  No matter where you are on your journey, stop producing assets – and start producing a “center of gravity” of content."

M 7: When did you start working and what was it?
RR:
I started working in marketing in the mid 1990s in the television industry.  I worked for Showtime Networks in their marketing department.


About The Content Advisory


Content is everything the business creates in order to communicate. In today’s world, the way we communicate is the only thing that separates us from the next: The next click, the next competitor, the next answer. But mastering content is not simply a creative, business process, or technological challenge. It is both emotional and logical. It is a cultural transformation. It is a fundamental shift in the way we create, collaborate, and collect insight on every communication.

TCA – The Content Advisory is a consulting and training company; blending the art and science of intelligent content to help today’s modern business communication’s strategy.

SPOTLIGHT

Content is everything the business creates in order to communicate. In today’s world, the way we communicate is the only thing that separates us from the next: The next click, the next competitor, the next answer. TCA – The Content Advisory is a consulting and training company; blending the art and ...

RELATED NEWS


TECHNOLOGY innovation centre CPI has partnered with the Royal Society of Chemistry (RSC) as part of the learned society’s Synergy programme. The programme aims to promote cross-industry collaboration to enable participating companies to tackle complex chemical science challenges that can hinder development. It can be difficult for companies facing chemistry-related problems early in the innovation process to source the expertise needed to identify commercially-viable solutions. The issue i...
THE CHEMICAL ENGINEER
READ MORE

Westwego city council unexpectedly voted to deny any permits to Wanhua Chemical, a Chinese company hoping to produce and store chemicals for plastics production along the Mississippi River in south Louisiana. The vote, at a meeting intended as solely a question and answer session, came just days before the release of a new report on benzene emissions from refineries, with EPA data showing levels of fenceline benzene emissions at Chalmette Refinery at more than three times the level deemed safe f...
THE LOUISIANA WEEKLY
READ MORE

ChemOne Group, a Singapore-based oil and gas, petrochemicals and natural resources conglomerate, today launched a US$3.38 billion aromatics plant in Johor, with construction to start in the second half of 2020. Dubbed the Pengerang Energy Complex (PEC), the project aims to become a world class petrochemical hub that will add value to the downstream oil and gas value chain in Malaysia, ChemOne said in a statement today. The complex, which is scheduled for development across four years, will have ...
THE EDGE MARKETS
READ MORE

The Philippine National Police (PNP) has placed on standby its Chemical, Biological, Radiological, Nuclear, and Explosives (CBRNE) team to assist government efforts against the 2019 Novel coronavirus (2019-nCoV). At a press briefing Monday, PNP Chief Gen. Archie Gamboa said the CBRNE team — composed of field officers, nurses, medical technicians, and doctors — may also help in screening the passengers and assisting in the repatriation of Filipinos in China. “(PNP) has made avai...
THE STAR
READ MORE

Potentially toxic chemicals known as PFAS are known to be widespread in lakes, rivers and groundwater supplies in the United States. Now, researchers have found them in rainwater at potentially harmful levels. If these levels of per- and polyfluoroalkyl substances were found in drinking water, they could trigger regulatory action, according to the Guardian. PFAS are known as "forever chemicals" because they don't degrade in the environment. They're found in food packaging, like...
WEATHER
READ MORE

Three Southern California companies that manufacture coatings for a variety of industries have been fined by federal regulators over their handling of hazardous materials at three Inland Empire locations.The U.S. Environmental Protection Agency, in a statement issued Monday, Dec. 16, announced fines against Riverside-based Dura Coat Products, Irvine-based International Aerospace Coatings and Goodwest Rubber Linings, based in Rancho Cucamonga. The three companies were fined a total of $170,000. T...
THE PRESS-ENTERPRISE
READ MORE

The manmade chemicals known as PFAS have been turning up in drinking water and some foods across the U.S. The chemicals are used in products ranging from carpeting, cookware, microwave popcorn bags and firefighting foam. DeWine said Monday that the Ohio Environmental Protection Agency will coordinate the testing of nearly 1,500 public water systems serving communities, schools, daycares and mobile home parks. If the chemicals are detected, the EPA will work with public systems to reduce their le...
THE MORNING CALL
READ MORE

Most Americans assume that the chemicals in the consumer products we buy, such as that long list of unpronounceable ingredients in your bathroom cleaner or laundry detergent, have been tested and found safe for people and the environment. The truth is, not so much. And Trump’s Environmental Protection Agency (EPA) is missing an important opportunity to make those products safer. For decades, efforts to ensure chemical safety were stymied by an ineffective regulatory regime: the Toxic Subst...
THEHILL
READ MORE

A cargo of liquid plastic waste has been processed back into raw high-end chemicals for reuse at Shell's Norco facility in St. Charles Parish — a first for the plant. Shell Chemical LP, the Houston-based U.S. subsidiary of Royal Dutch Shell, used a process known as pyrolysis. The process takes liquid plastic waste feedstock and creates raw materials for new products using high temperatures to separate the materials.  It's a strategy to deal with "hard to recycle" pla...
THE ADVOCATE
READ MORE

A new report suggests retailers in Canada are lagging behind American companies in removing hazardous chemicals from their products. Muhannad Malas, the toxics program manager at the advocacy group Environmental Defence, said he is disappointed in the findings of the fourth annual report card on how American and Canadian retail companies manage chemicals that have been linked to things like cancer and organ damage. He said it underscores the need for Canada to finally overhaul the law that gover...
THE GOLDEN STAR
READ MORE

SPOTLIGHT

Content is everything the business creates in order to communicate. In today’s world, the way we communicate is the only thing that separates us from the next: The next click, the next competitor, the next answer. TCA – The Content Advisory is a consulting and training company; blending the art and ...

RESOURCES

EVENTS

ContentTECH Summit
CONTENTTECH SUMMIT
April 20-22, 2020
Our ContentTECH mission is clear: We want to show how the effective use of technology and better processes can help your strategic efforts to create, manage, deliver and scale your enterprise content and provide your customers with better digital experiences. Come to the ContentTECH Summit to learn ...