Author and marketing thought leader Robert Rose talks about the future of content marketing in this week’s podcast. We discuss:
- Robert’s career to date and how he formed Content Marketing Institute with Joe Pulizzi
- Robert’s pending trip to Australia and his conference presentation at the B2B Marketing Conference in May 2017
- Why Robert began writing his current book ͞Killing Marketing͟ due to be published in September 2017
- The growing importance of owned media in the overall marketing function versus campaign based marketing
- Acquiring an audience as a business model not just a marketing tactic
- Marketing as a profit centre rather than a cost centre
- The concept of audiences in a predominantly digital world
- Google and Facebook as the new digital gatekeepers to reach an audience
- The differing challenge for brands and media companies in the current media and marketing environment
- Red Bull and their media and marketing strategy
- How businesses with lower budgets in less glamorous industries could look at what Red Bull have done and attempt to learn from this and replicate in some manner
- The true value of email marketing databases including the pure value of data and insight How Red Bull could pivot from soft drinks into many other products based on their brand and loyal following
- L’Oreal and how they use makeup.com as a top of funnel awareness generator
- Treating a media property and audience as a long term asset and not attempting to drive sales too quickly
- The future direction of marketing and content marketing The blurring of the lines between the business models of brands and media companies in the future
- Why Robert is bearish on Snapchat
A very entertaining and educational conversation with a leading thinker in the marketing sector – well worth a listen.
Robert can be found on Twitter here and his website is here. He publishes content at http://contentadvisory.net/
My previous podcasts with Robert on content marketing and the future of advertising.
My previous podcast with Joe Pulizzi on his book Content Inc.