CMI Weekly Wrap
88 episodes - English - Latest episode: over 3 years ago - ★★★★★ - 20 ratingsContent Marketing Institute's latest podcast wraps up every work week with one deep thought, one news take, and one great idea. Get 10 minutes of inspiration and insight from CMI’s Chief Strategy Advisor Robert Rose every Friday.
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Episodes
Episode #38 - You Won the Yes. Now What?
September 26, 2019 12:17 - 37 minutes - 52.3 MBAs hard as getting buy-in for your content revolution is, getting that yes is the easy part. In this episode, Content Marketing Institute’s Robert Rose explains why it may get messy before it gets better. Plus, he delves into the evolution of what we think of as a magazine and what that says about the importance of shared definitions; he interviews one of content marketing’s original rebels about what happens when disruptors lose their cool factor; and lastly, he offers a resource for creati...
Episode #37 - Don't Bury the "B" Story
September 18, 2019 16:50 - 38 minutes - 70 MBIn this week’s episode, Content Marketing Institute’s Robert Rose explains why you need to be careful not to bury your “B” story when pitching your business case to leadership. Plus, his take on new online news research and the opportunities it presents for marketers; an interview that will help you brush up on presentation skills; and an article that can help marketers get over their stage fright. And that’s a wrap for the week ending September 20, 2019. SPONSOR Content Marketing Instit...
Episode #36 - Going Off Script For The Worst Practices
September 11, 2019 17:13 - 38 minutes - 71.3 MBWhat scripts are you following? In this episode, Content Marketing Institute’s Robert Rose challenges us to question the “best practices” or patterns we are following in business. Plus, we share his take on a news article that challenges publishers to disrupt their own business models; an interview about law, content, and privacy and what it means for you; and he points to an article that looks at whether your brand may be breaking the law on social media. And that’s a wrap for the week endi...
Episode #35 - Deleting The Obligatory Scene
September 02, 2019 18:39 - 38 minutes - 71.3 MBIn this week’s episode, Content Marketing Institute’s Robert Rose explains why we don’t have to neatly wrap up every story we tell. Plus, he offers his take on a piece about how to shake up the traditional approaches to marketing, interviews an author about how to market to millennials and Gen-Z, and points to an article that offers purpose-driven marketing lessons from innovative brands. And that’s a wrap for the week ending September 6, 2019. NEWS ITEM of the Week 3 Ways We Can Shake U...
Episode #34 - The Value of Teams
August 29, 2019 00:47 - 38 minutes - 71.3 MBWho is the most important person on your team? In this week’s episode, Content Marketing Institute’s Robert Rose explains why loading your content team with “superstars” may not be the best way to succeed. Plus, he offers his take on Allstate bringing its creative in-house. He also talks with a content marketing leader about building an award-winning content team and shares an article on how Agile principles lead to sharper content strategies. And that’s a wrap for the week ending August 30,...
Episode #33 - Forget Creative Freedom – Content Thrives on Constraints
August 21, 2019 23:51 - 34 minutes - 62.7 MBWhen you’re in a tight spot, are you more creative or less? In this episode, Content Marketing Institute’s Robert Rose explains how rules and constraints actually foster the creative response. Plus, he offers his take on news about what happens when consumers put a price on their data. And this week’s interview explores the futility of “snapshot productivity.” Finally, Robert points to an article about how the right creative brief makes the difference between a great first draft and a creati...
Episode #32 - Data Makes Content Marketing Better
August 14, 2019 19:02 - 34 minutes - 62.7 MBIn this episode, Content Marketing Institute’s Robert Rose explores the danger of forgetting that “buy-in” doesn’t necessarily mean “all-in.” Plus, he offers a fresh take on a news piece asking why so many content marketers overlook one obvious (and effective) tactic. And this week Robert chats with Salesforce’s Heike Young about finding no-cost ways to use data in content – and why sales enablement strategy trumps TikTok strategy every time. Finally, he points to an article that will help y...
Episode #31 - It’s Time to Do Something About Diversity
August 07, 2019 16:27 - 30 minutes - 55.7 MBIn this episode, Content Marketing Institute’s Robert Rose explores how strength comes from the diversity of our voices and the character of our brands and offers his take on a news piece reminding us that emerging markets offer a prime opportunity for growth. Plus he talks with Sydni Craig Hart about how ignoring the diversity of your audience means leaving money on the table. And he shares an article that shows how smart brands put their corporate culture to work for their audiences. And t...
Episode #30 - For Unskippable Content, Focus on Quality Things
July 31, 2019 18:20 - 26 minutes - 49.5 MBYou can tell a lot about people by looking at their things. In this episode, Content Marketing Institute’s Robert Rose looks at how corporate websites are suffering from our attachment to (content) things – and suggests ways to look at them differently. Plus, he offers a fresh take on Staples’ new content move, a new interview segment with expert advice on making your content unskippable, and a must-have content checklist to help you create quality content reliably and repeatedly. And that’s...
Episode #29 - Transplant Yourself
July 25, 2019 13:44 - 16 minutes - 31.4 MB“Qui transtulit sustinet.” He who transplants, sustains. In this episode, Content Marketing Institute’s Robert Rose explains why this Latin phrase about reinventing yourself could help save your career. Plus he offers a fresh take on why FaceApp isn’t likely to age well and shares an article that should help agencies and their brand clients make sure they’re speaking the same language when it comes to content marketing. And that’s a wrap for the week ending July 26, 2019. SPONSOR: The Co...
Episode #28 - Are You Too Special?
July 16, 2019 15:41 - 17 minutes - 32.1 MBDoes your marketing team tend to dive head-first into developing a marketing specialty because the world believes it’s the next new thing? In this episode, Content Marketing Institute’s Robert Rose discusses why it’s so critical that your marketing strategy go beyond chasing the next new specialty and, instead, focus on strategy. Plus, news about the first real shots in the data privacy wars and what it could mean for you. And he shares an article on why content is not the same as content ma...
Episode #27 - Be Bored to Avoid Being Boring
July 11, 2019 23:47 - 17 minutes - 32.5 MBWhich sounds better to you: Being bored or self-administering electric shocks? Surprisingly, many people pick the latter – but they’re missing the opportunity to recharge their creativity. In this episode, Content Marketing Institute's Robert Rose explores the benefits of a dash of boredom in your week. Plus, he offers a fresh take on the nerve-racking rise of "subscription fatigue" and points out a useful article explaining ABM for content marketing. And that's a wrap for the week ending Ju...
Episode #26 - The Art Of Content
July 02, 2019 14:49 - 16 minutes - 29.6 MBShould great business be more like fine art or commercial art? In this episode, Content Marketing Institute’s Robert Rose explores why choosing between content with substance and content that sells is a false choice. Plus, he offers a fresh take on an article that questions how much time we're really spending on our strategy and this week's content marketing tip: how not to screw up cause marketing. And that’s a wrap for the week ending July 5, 2019. SPONSOR Content Marketing World 2019...
Episode #25 - How Long Should It Last?
June 25, 2019 17:02 - 16 minutes - 30.7 MBIs older better – or boring? In this episode, Content Marketing Institute’s Robert Rose explores the duality in the love people (and businesses) have for what's proven and simultaneous attraction to shiny, new fads. Plus, he explores the disheartening impact of short-termism on creativity in our work. On the brighter side, he shares an article on how to run your own strategy-based content workshop. And that’s a wrap for the week ending June 28, 2019. SPONSOR: The Content Advisory The C...
Episode #24 - Don’t Think About Creating Content
June 18, 2019 15:14 - 18 minutes - 34.9 MBIn this episode, Content Marketing Institute’s Robert Rose explains how you can use the “ironic process theory” as a technique when creating great content. Plus he explores the yearly list of the most important stats and tech trends on the internet for 2019 and points you to an article that offers tips to improve your recruitment marketing so you can find great hires. And that’s a wrap of the week ending June 21, 2019. SPONSOR Content Marketing World 2019 Where: Cleveland, OH, USA Whe...
Episode #23 - Anchors. A Way to Tell Your Story
June 11, 2019 15:13 - 17 minutes - 31.8 MBDid one of the world’s most innovative companies just do something incomprehensibly stupid – or actually brilliant? In this episode, Content Marketing Institute’s Robert Rose explains how you can use the same psychological phenomena in your storytelling that Apple is using to sell computer stands. Plus, he explains what new privacy features mean for marketers looking to collect data. And he points you to some tips for filling your editorial calendar with nutritious and good-for-you content. ...
Episode #22 - Should A Business Create Works of Art?
June 06, 2019 13:50 - 16 minutes - 31.4 MBForget trust falls and other team building games, what if companies had teams create actual works of art as a way to foster collaboration? Even if that art ultimately had no business purpose? In this episode, Content Marketing Institute’s Robert Rose explains why he feels what’s good for employees’ souls could be good for business too. Plus, he explores how B2B media is leaning into first-party data. And more on an article about why you should stop thinking about personalized content as a si...
Episode #21 - Your Story Is A Lens Not A Window
May 29, 2019 14:32 - 16 minutes - 29.9 MBWhat different story are you telling? Brand stories can be powerful differentiators that set you apart from your competitors. But, as Content Marketing Institute’s Robert Rose explains, your job isn’t finished once you relay your great “why” story to customers. Plus, he offers a fresh take on an essay about the reality of brand power for magazine publishers and offers up an article about tools to energize your content planning and execution. And that’s a wrap for the week ending May 31, 2019...
Episode #20 - Friction Can Be A Drag
May 21, 2019 16:53 - 17 minutes - 24.4 MBSometimes friction in the customer experience actually serves a business purpose. The trick is figuring out the right moment to reduce or remove it, as Content Marketing Institute’s Robert Rose explains in this episode. Plus, he explores a new article that says we really don’t understand how dangerous we are and if you’re looking for industry influencers, then maybe you should create them. And that’s a wrap for the week, ending May 24, 2019. SPONSOR MISSION Mission creates custom podca...
Episode #19 - The Summit Isn’t The Point
May 15, 2019 12:56 - 16 minutes - 30.1 MBEver experience a huge success in work or life and yet you feel kind of empty about the whole thing? In this episode, Content Marketing Institute’s Robert Rose explains the “summit syndrome” and how it may be holding you back. Plus, he explores why cause marketing isn’t working for young people and reveals the three questions that your creative director wishes you would answer. And that’s a wrap for the week ending May 17, 2019. SPONSOR MISSION Mission creates custom podcasts and spons...
Episode #18 - Are You Building A Privileged Asset?
May 07, 2019 15:32 - 17 minutes - 31.8 MBAccess to audiences is increasingly considered a privileged asset in the valuation of companies (think Microsoft’s acquisition of GitHub). In this episode, Content Marketing Institute’s Robert Rose explains the importance of creating an audience – one asset that can truly differentiate your organization. Plus, he dives into the search for intimacy and meaning in our relationship with consumers and suggests a new article on content and digital transformation. And that’s a wrap for the week en...
Episode #17 - Managing The Drift - The Long Term
April 30, 2019 15:12 - 15 minutes - 28.8 MBHave you fallen victim to “the drift?” In this episode, Content Marketing Institute’s Robert Rose explains how one of the most difficult challenges in modern business is an opportunity for content marketers who are willing to seize it. Plus, how high-end gyms are becoming media companies and how you can stand out in an overpopulated, oversaturated, world of what? That’s right, content marketing experts. And that’s a wrap, for the week ending May 3, 2019. SPONSOR MISSION Mission creates...
Episode #16 - Happily In The Middle
April 24, 2019 13:38 - 16 minutes - 30.6 MBIs your marketing the best? Is it the worst? What about your career? Odds are, you’re likely stuck somewhere in the middle of the pack either in business, marketing, or your career. In this episode, Content Marketing Institute’s Robert Rose, explains why sometimes that’s a good thing. Plus, he talks about how trust has emerged as the newest advertising metric – and why you shouldn’t ignore the intent of your audience’s search. And that’s a wrap for the week ending April 26, 2019. SPONSOR ...
Episode #15 - What Is Your Most Expensive Opportunity?
April 17, 2019 13:37 - 16 minutes - 29.6 MBHow much is listening to this podcast costing you? In this episode, Content Marketing Institute’s Robert Rose explains why the curse of today’s marketing is that we often fail with our options wide open. Plus, the letter “E” just got acquired, and could a study on 912 million blog posts actually be wrong? And that’s a wrap of the week ending April 19, 2019. SPONSOR MISSION Mission creates custom podcasts and sponsorships for all kinds of enterprises that are looking to drive leads and ...
Episode #14 - Haven't We Seen That Before?
April 04, 2019 00:54 - 14 minutes - 27 MBEver heard of an illusion known as the Baader-Meinhof phenomenon? In this week’s episode, Content Marketing Institute’s Robert Rose explains what it means and why you should avoid it if you want to develop a truly innovative content strategy. Plus it’s been a week of “Who do you trust?” Turns out, it’s email. And is your audio strategy flailing, failing, falling, or flowing? And that’s a wrap for the week ending April 12, 2019. SPONSOR MISSION Mission creates custom podcasts and sponso...
Episode #13 - Deliver The Expected Unknown
April 04, 2019 00:53 - 15 minutes - 29.6 MBWhat is an expected surprise for you? In this episode, Content Marketing Institute’s Robert Rose explains how the expected unknown is a key difference between subscribing an audience and building a database. Plus, why trust is gone from agencies but certified for publishers – and how to go native with your advertising. And that’s a wrap for the week ending April 5, 2019. SPONSOR MISSION Mission creates custom podcasts and sponsorships for all kinds of enterprises that are looking to dr...
Episode #12 - Waiting to Speak Your Content
March 28, 2019 22:32 - 14 minutes - 27.7 MBListen in as Robert Rose explains why content engagement isn't always the best trigger for a sales conversation. And while you’re in the market for more meaningful audience cues, check out his fresh take on new research comparing print and digital marketing channels. Closing out this week's signaling theme, Robert recommends an insightful article on how to get a better understanding of your audience’s true intent. And that’s a wrap for the week ending March 29, 2019. SPONSOR MISSION M...
Episode #11 - Build a Purple Audience
March 21, 2019 16:17 - 15 minutes - 28.2 MBGot a surprise time refund from a canceled meeting? Content Marketing Institutes’s Robert Rose shares a great idea for how to invest it (hint: it involves red and blue markets). Plus, hear his fresh take on an article that explains how Facebook’s news feeds turned so angry and get some great ideas on tracking ROI for influencer marketing campaigns. And that’s a wrap for the week ending March 22, 2019. SPONSOR MISSION Mission creates custom podcasts and sponsorships for all kinds of ent...
Episode #10 - Based On A True Story
March 14, 2019 15:57 - 14 minutes - 26.3 MBThe words “based on a true story” at the beginning of a movie are not just a disclaimer but a purposeful storytelling technique. In this episode, Content Marketing Institute’s Robert Rose explains that “fact” is not the same as “truth” and why all of content marketing is “based on a true story.” Plus, he offers a quick take on a recent article that says you should put your money where you want your subscriber growth to be and shares another piece on the steps you need to take to earn brand t...
Episode #9 - Maximizing Strengths or Minimize Weakness
March 06, 2019 16:20 - 14 minutes - 26.1 MBIn this week’s episode, Content Marketing Institute’s Robert Rose tackles the concept of strengths-based leadership, the theory that (content) teams succeed by focusing on maximizing strengths rather than minimizing weaknesses. Plus why branded video is a MUST-HAVE product for publishers and the top tips of Instagram marketing. And that’s a wrap for the week ending March 8th, 2019. SPONSOR MISSION Mission creates custom podcasts and sponsorships for all kinds of enterprises that ar...
Episode #8 - Are You Constructing Or Creating?
February 27, 2019 16:58 - 15 minutes - 27.7 MBIn this episode, Content Marketing Institute’s Robert Rose reflects on the dilemma content creators face between “constructing” and “creating” content. Plus, he offers a fresh take on why rumors of traditional advertising’s death are (surprise!) greatly exaggerated and suggests an article on video types to add to your social media marketing mix. And that’s a wrap of the week ending March 1st, 2019. SPONSOR MISSION Mission creates custom podcasts and sponsorships for all kinds of en...
Episode #7 - Are you the cobbler’s children?
February 19, 2019 16:34 - 13 minutes - 25.5 MBRemember the proverbial shoemaker who’s so busy making shoes for his customers he can’t make shoes for his own children? Feeling like the cobbler’s children is a common lament at businesses all over the world. In this episode, Content Marketing Institute’s Robert Rose delves into the irony of the cobbler's children challenge. Plus, he explores how “hype” can be a gateway drug and suggests an article that can help make your writing more powerful. That’s a wrap for the week ending February 22,...
Episode #6 - The Art Of Signal & Noise
February 11, 2019 15:30 - 14 minutes - 26 MBAre you concerned that the “noisy content” everyone else creates will distract and confuse your audiences? Content Marketing Institute’s Robert Rose explains why you shouldn't worry about creating more noise – as long as you also create the right signal. Plus, he digs into a bigger slice of Raspberry Pi and explains what content marketing lessons we can learn from 50 very popular blogs. And that’s a wrap for the week ending February 15, 2019. SPONSOR ContentTECH Summit 2019 Re...
Episode #5 - Striving For Classic Instead of Evergreen
February 05, 2019 16:56 - 14 minutes - 27.7 MB“Classic” content and “evergreen” content are not the same. In this episode, Content Marketing Institute’s Robert Rose explains the subtle but important distinction between the two. Plus, pondering what really killed newspapers and some amazing examples of branded content and how to get it right. And that’s a wrap for the week ending February 8, 2019. SPONSOR ContentTECH Summit 2019 Register today at https://www.contenttechsummit.com/ NEWS ITEM of the Week Media’s Fatal Flaw: ...
Episode #4 - Are you comfortable with uncertainty?
January 28, 2019 14:00 - 13 minutes - 25.7 MBAs we get ready for the Super Bowl, it’s been a week of the “Certainty of Uncertainty.” We think a lot about changes in our business of content marketing- changes to strategies, people, culture etc. But when it comes to the transformation, why does everyone want to own the result, but no one wants to own the process to get there? Plus is advertising really going native and finding the unboxing of your boring. That’s a wrap for the week ending February 1, 2019. SPONSOR ContentTECH Sum...
Episode #3 - Gillette and the unreliable narrator
January 21, 2019 14:31 - 13 minutes - 25.1 MBIn its newest ad “The Best Men Can Be,” Gillette attempts to weigh-in on social issues by challenging the idea of “toxic masculinity” in our culture. In this episode, Robert Rose shares his thoughts on the debate around the ad, including how using a “narrator” may have mucked it up and envisions how the ad could have been more satisfying. Plus, a new CMI e-book collects inspiring content marketing examples. And that’s a wrap for the week ending January 25, 2019. SPONSOR ContentTech Summi...
Episode #2 - Who is your brand’s villain?
January 15, 2019 16:32 - 11 minutes - 21 MBIn every great story, there’s a great villain. Have you found the right “villain” for your brand? In this episode, Robert Rose challenges us to find what or who is preventing you (the hero) from reaching your goal, why fake news is outperforming the truth, and what’s up with repurposing live video? And that’s a wrap for the week ending January 18, 2019. Don't forget to subscribe to the show! SEGMENT ONE Who is your brand’s villain? SPONSOR ContentTECH Summit 2019 Check it out at...
Episode #1: Boldly go where no one’s …
January 05, 2019 18:28 - 11 minutes - 8.18 MBHave we run out of original ideas in content marketing? In this inaugural episode, Content Marketing Institute's Robert Rose challenges us to make something new (even if it means making something wrong), to push back against the internal agency model touted by Clorox’s CMO, and to reexamine our approach to video content in 2019. And that’s the wrap for the week ending January 11, 2019.