“Your content material won’t ever present aggressive benefit. However your content material technique simply would possibly.”
Robert Rose, Content material Advertising Technique
 |
| Supply: Kogan Web page |
Content material advertising and marketing has develop into a core ingredient of the B2B advertising and marketing combine over the previous 20 years. Right this moment, nearly all B2B firms use content material advertising and marketing in some type.
However regardless of this widespread use, many B2B entrepreneurs aren’t glad with the efficiency of their content material advertising and marketing packages. Within the 2022 version of the content material advertising and marketing survey by the Content material Advertising Institute and MarketingProfs, solely 29% of the B2B respondents mentioned their group was extraordinarily or very profitable with content material advertising and marketing.
One key to efficient content material advertising and marketing is having a well-designed content material advertising and marketing technique. Within the 2022 CMI/MarketingProfs survey, 64% of the “most profitable” respondents reported having a documented content material advertising and marketing technique. Solely 19% of the “least profitable” respondents mentioned they’d a documented technique.*
As a result of having a sound technique is so essential to content material advertising and marketing success, Robert Rose’s new guide is a must-read for entrepreneurs. Content material Advertising Technique: Harness the Energy of Your Model’s Voice (Kogan Web page, 2023) offers an authoritative information to the formulation of an efficient content material advertising and marketing technique.
Robert Rose is the Chief Technique Advisor of the Content material Advertising Institute and the CEO and Chief Technique Officer of The Content material Advisory, a content material advertising and marketing consulting agency. He has been working in advertising and marketing and content material technique for practically 30 years.
What’s Within the E book
As its title suggests, Content material Advertising Technique is in regards to the strategic administration of content material advertising and marketing. Extra particularly, the guide describes a course of that advertising and marketing leaders can use to handle content material advertising and marketing as a core enterprise perform that requires a full-fledged enterprise technique.
Robert Rose clearly spells out his perspective on the subject of content material advertising and marketing technique within the citation proven above and within the Introduction of the guide the place he writes that advertising and marketing must function as a media firm and that the first perform of promoting is to “. . . create beneficial experiential media-driven merchandise for audiences that may be monetized in a number of methods . . .” (Emphasis in unique)
In Chapter 1 of the guide, Rose echoes Michael Porter’s pondering on technique when he defines content material advertising and marketing technique as “. . . a advertising and marketing self-discipline that’s the sum of all of the actions required to allow a enterprise to persistently talk in a method that creates tangible worth for goal audiences. It’s what allows a model to haven’t solely a voice but additionally one thing to say that’s value listening to.”
Rose makes use of Chapter 2 to introduce the basic parts of a profitable content material advertising and marketing technique. He argues that an efficient technique has three pillars – Communication, Experiences, and Operations. Then, he goes on to write down that these three pillars embody 5 core classes of actions, which he labels objective, mannequin, body, worth, and viewers.
In Chapters 3-8 of the guide, Rose discusses every of those 5 classes of actions intimately. For instance, he covers objective in Chapter 3 (“Designing a Strategic Objective”), mannequin in Chapter 4 (“The Content material Advertising Working Mannequin”), and viewers in Chapter 5 (“Understanding Audiences”).
In Chapter 9, Rose describes how advertising and marketing leaders and their groups can formulate a content material advertising and marketing technique that comes with the rules and frameworks he mentioned earlier within the guide. Rose referred to as this course of “story mapping,” and it consists of 4 steps.
- Determine all of the circumstances that should exist in your content material advertising and marketing effort to achieve success.
- Determine all of the obstacles that might stop the Step 1 circumstances from current.
- Decide which of the Step 1 circumstances are completely important and which of the Step 2 obstacles are “showstoppers.”
- Specify when the Step 1 circumstances might be completed.
My Take
The widespread recognition of content material advertising and marketing has spawned a powerful quantity of literature. Yesterday, I carried out a search at Amazon utilizing the time period “content material advertising and marketing technique.” I discovered 51 books having that time period within the title or subtitle, and I finished counting after solely 4 pages of search outcomes.
Many of those books most likely include helpful data and insights. Nevertheless, if you wish to higher perceive methods to handle content material advertising and marketing as a strategic enterprise perform – and why that method is essential for profitable content material advertising and marketing – you must put Content material Advertising Technique close to the highest of your studying listing.
Robert Rose can converse authoritatively about content material advertising and marketing. In his place with the Content material Advertising Institute and as a marketing consultant, Rose has had a front-row seat to watch the evolution of content material advertising and marketing for greater than a decade. He is seen what does and would not work, and he describes a number of of those experiences in his guide.
Content material Advertising Technique is well-organized and clearly written. The guide is not precisely “mild studying,” however Rose’s writing type makes the content material approachable and straightforward to grasp. He additionally consists of a number of illustrations within the guide, and these illustrations make it simpler for readers to understand a few of Rose’s most essential ideas.
B2B entrepreneurs can simply discover books, white papers, ebooks, and different assets about content material advertising and marketing. Robert Rose’s guide is without doubt one of the most considerate and thought-provoking books I’ve encountered on this vitally essential matter. I strongly advocate it.
* The “most profitable” respondents have been those that mentioned their group was extraordinarily or very profitable with content material advertising and marketing. The “least profitable” respondents have been those that characterised their group’s content material advertising and marketing efforts as minimally or in no way profitable.
