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Avoiding Analysis Paralysis With Robert Rose from Content Advisory [#AtomicFeature:003]


If you haven't checked out our survey yet, you really should.

We connected with 242 of the top content marketing influencers on how they got to where they are today.

Seeing as they are the cream of the crop, we wanted to share some of their insights.


robert-roseRobert Rose was gracious enough to provide some thoughtful answers into how to avoid analysis paralysis.

He has advised brands like Capital One, Dell, Ernst and Young, The Bill and Melinda Gates Foundation, and UPS. He is an author, featured keynote speaker, and workshop teacher.

Rose is the Founder of The Content Advisory, an education, consulting and research group of The Content Marketing InstituteFor over 20 years, he has helped many organizations tell their story to the constituents they serve.

Check out some of his thoughts below: 


1. What are the elements of a successful Content Marketing program?

With a clear purpose, and focus on the ways an audience can be monetized for the business, a successful content marketing program must get out of the "on demand vending machine" of content assets model.

Instead it should be treated as a strategic function in the business - and measured as such.


2. What are the most common mistakes you have noticed marketers make with their Content Marketing?

Treating content assets the same way that they do promotional assets like ads, brochures, one-sheets and catalogs.

Great content assets die because of sub-optimal promotion programs, and poor content assets can succeed because of a great promotion campaign.

Neither provides a great long-term business result.


3. In your opinion, which brand does Content Marketing really well? Why?

There are many - but one of my favourite case studies of late is the monster.com team.

Their Career Advice Center is providing amazing ROI. 


4. What is your favourite content marketing tool (or hack or resource)?
5. What are your predictions for Content Marketing in 2019 and beyond?

I wrote on this just about a month ago.

I think we are in for a bullish year for Content Marketing - but the main challenges will be in scale, adding talent, and measurement in an increasingly complex marketplace. 


6. How will AI or Machine Learning impact Content marketing?

In the short term it won't, other than being a distraction for those who use technology to try and save marketing strategies.

For those who truly learn, and take it slowly - it will be an incredible intelligence gathering tool for audiences and adding value to their experiences. 


7. What advice would you give to a content marketing newbie?

Dive in.

Don't get caught in analysis paralysis.

Focus on delivering value through a content platform, rather than random assets - and build engaged, subscribed audiences that you can measure.

Don't assume that it's too noisy or too late for you to "get in".

Have fun - it's the most interesting marketing strategy that exists.  

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Published on February 20, 2019

Topics Content Marketing Trends Content Marketing Influencers