Description
Book SynopsisRobert Rose,
an internationally recognized expert on content marketing strategy based in Los Angeles, California, is Chief Strategy Advisor for the Content Marketing Institute (CMI) and CEO and Chief Strategy Officer for The Content Advisory. He has worked with top enterprises including McDonald's, SAP, NASA, Hilton, CVS Health, Whirlpool, Facebook, Allstate Insurance, Adidas, UPS and The Bill & Melinda Gates Foundation.
Trade Review"
Robert Rose offers marketers a rich and much-needed understanding of content marketing." * Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing (emeritus); Kellogg School of Management, Northwestern University *
"The frameworks and principles in Robert's book are just what you need when it's time for a new strategy, a new project, a refresh of your annual plans or welcoming new leadership to the mix. You'll be bookmarking and highlighting the heck out of this." * Jessica Bergmann, Vice President, Content & Social Marketing, Salesforce *
"If your goal is to build a strategic content marketing operation that grows in value over time, this book is your treasure map. You'll have to work hard, overcome obstacles and dig deep to succeed, but this map spells it all out clearly." * Joe McCambley, CMO, Saatva Luxury Mattresses *
"Robert's latest masterpiece truly provides the under the hood, nuts and bolts of how to execute superior content marketing strategy. This book is a much-needed deep dive on strategy, and the examples shared along the way are exceptional." * Amanda Todorovich, Executive Director, Digital Marketing - Cleveland Clinic *
"Any organization looking to innovate and grow needs this as their modern marketing handbook." * Joe Pulizzi, Author, 'Epic Content Marketing' and 'Content Inc.' *
"Inconsistent goals and execution are the poison to successful content marketing.
Robert Rose has given us the antidote. This is the ultimate roadmap for building (and more importantly, sustaining) a winning content approach that actually yields real-world business outcomes. Highly recommended!" * Jay Baer, Author, 'The Time to Win: How to Exceed Your Customers’ Need for Speed' *
"Robert really does walk the content marketing talk. I am an avid marketing book reader, and I think I may not need another content marketing book." * Ian Truscott, CMO and founder, Rockstar CMO *
"This book takes the mystery out of what has become a buzzword in our industry, and made it tangible so as to become a strategic advantage for today's contemporary marketers." * Marcus Collins, Bestselling author, 'For The Culture'; Marketing Professor, University of Michigan *
"Content marketing has grown from a fuzzy experiment functioning in a corner of the building into a powerful, integrated discipline. This important book cements Content's strategic role in every marketing department... including yours." * Ann Handley, WSJ bestselling author; Chief Content Officer, MarketingProfs *
"I have rarely seen a better explanation of the word 'strategy', or a more hands-on guide to cultivating and managing a brand's content marketing efforts." * Bert Van Loon, Co-Founder, Content Marketing Fast Forward *
Table of Contents
- Chapter - 00: Introduction – A New Old Story;
- Chapter - 01: Content, Marketing, and Strategy – Maximizing Marketing’s Potential;
- Chapter - 02: The Three Pillars – Understanding the Fundamental Elements of a Successful Content Marketing Strategy;
- Chapter - 03: Designing a Strategic Purpose – Assembling Teams, Charters, and Clear Responsibilities;
- Chapter - 04: The Content Marketing Operating Model – Building a Governance Frame, Process, and Repeatable Approach;
- Chapter - 05: Understanding Audiences – Engaging and Subscribing Audiences Is the Heart of Content Marketing;
- Chapter - 06: The Product Management of Content – Creating Differentiating Content Marketing;
- Chapter - 07: Finding Story – Structure Your Story Before You Create the Content;
- Chapter - 08: Measurement By Design – Developing the Right Return On Your Investment;
- Chapter - 09: Story Mapping – Writing the Road Map to Your Content Marketing Strategy;
- Chapter - 10: Conclusion – Forecasting the Future of Content Marketing Strategy;
