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Why Robert Rose Wants To Kill Marketing

Authors: Jess Robert Rose
Posted Under: The Content Experience Show
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Hosted By

Anna Hrach

Convince & Convert
About The Content Experience Show:

Welcome to The Content Experience Show where content experience is the new content marketing. It’s not only about reaching our audiences where they are, but engaging them with a personalized experience of meaningful, useful content that they’ll take with them over time. The guests on the Content Experience Show share strategies, tips, and real-world examples of how they’re taking their content marketing to the next level and providing their current and prospective customers with a true content experience. This isn’t just a trend. It’s a movement.

Apple Podcast Reviews:

It doesn't get any better for content marketers. They present a balanced, insightful discussion of current trends and ask all the right questions. Their guest list is a "Who's Who" of content professionals. Outstanding.

Jared Johnson Piano

I love listening to marketing podcasts and this one is on my must-listen to list. Very knowledgable hosts and topical discussions.

The Marketing Book Podcast

Robert Rose, Chief Strategy Officer for the Content Marketing Institute, joins the Content Pros Podcast to discuss why he thinks it’s time to kill marketing and start fresh with content that stands apart from sales.

Why Robert Rose Wants To Kill MarketingA 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


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.

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