Why Robert Rose Wants To Kill Marketing

A New Era of Marketing

Technology has created a whole new level of complexity and demand when it comes to content marketing. Keeping up with the changes can be daunting, especially when the approach to content has not changed but the delivery and consumption is entirely different.
To stay relevant and heard in the increasingly noisy world, marketers need to change up their whole approach to content creation. The key is to aim for content that stands on its own and apart from sales. Content marketing is not always advertising, and advertising is not always content marketing.
Content marketing is about building a long-term audience that comes to trust your voice amongst all the others that are out there. This is done through consistent, valuable, educational, and engaging stand-alone material that is a complement to, not a replacement of, advertising.
To do this correctly takes time, dedication, and a belief in the power of content throughout the organization.

In This Episode

• Why being a leader in your field means creating content that stands apart from sales as its own business asset
• How the campaign approach to content leads to diluted and unoriginal material
• Why content marketing doesn’t mean the same thing as advertising
• How a well-thought-out strategic plan for content marketing results in the content team being proactive partners instead of reactive machines

Quotes From This Episode

“It’s this idea of what if we could change marketing to be something different in this new world that we live in.” —@Robert_Rose
“The idea of creating content that is valuable in and of itself is a really big shift for most companies to make.” —@Robert_Rose
The biggest mistake is where we look at content as a simple campaign or a simple project. Click To Tweet
“If we only look at content and the content we’re creating as a replacement for advertising, we’ll fail.” —@Robert_Rose
“The content team, whether one person or 10, ends up being an on-demand vending machine of content that is just random things.” —@Robert_Rose

Resources

• Robert Rose on Twitter: @Robert_Rose
• Content Marketing Institute
• Killing Marketing: How Innovative Businesses Are Turning Marketing Cost into Profit
• BabyCenter
• Everybody Writes
• Content Inc.
• Growth Hacker Marketing

Content Pros Lightning Round

What kind of music are you listening to when you’re not up on stage? I’m a musician. I play piano and have for many years. This is not a cop-out, but it honestly could be anything. I think the only kind of music I don’t regularly listen to is death metal.
What is your preferred format for content? It depends on the actual expression of content. For novels and books, it’s almost always Kindle. I love audio for just about everything else.
If people were to pick up one more book from Amazon’s recommended reading for Killing Marketing, who would it be: Content Inc. by Joe Pulizzi, Growth Hacker Marketing by Ryan Holiday, or Everybody Writes by Ann Handley? There’s no question it would be Ann’s book because it is hands down awesome. I love Ann Handley’s book. Killing Marketing is about big ideas, big business, large enterprise, a CEO-level book. Ann’s book is for all of us to just communicate.