The Inside Scoop on Content material Advertising Technique

We now have a information scoop this week.

A brand new e book launches Wednesday – Content Marketing Strategy – that appears on the title topic and what it’s actually wish to make it a core enterprise of your total advertising and enterprise technique.

And the writer? CMI’s chief technique advisor Robert Rose. (Sure, this scoop was slightly simple to get.)

Does the world really want one other e book about content material advertising? It actually wants this one. Certain, we’re biased, however Robert explains why on this week’s CMI Information video. Watch it beneath, or maintain studying for the highlights:

True, {the marketplace} has quite a lot of books within the market overlaying content material advertising. Robert’s written three of them – two with CMI founder Joe Pulizzi.  

“A lot of what’s written about content material advertising technique – together with what I most frequently discuss – focuses on both the content material or the advertising. I needed to write down what I’ve realized over the past 10 years concerning the technique,” Robert says.

Most #ContentMarketing books focus on content or marketing but not strategy, says @Robert_Rose via @CMIContent. Click To Tweet

Evolution of technique

Round 2008, Robert and Joe started engaged on the problem of managing content material advertising. They revealed a book with that title in 2011. “We all the time felt just like the technique of content material advertising would turn into a set of actions – not only a format or concerning the content material itself,” Robert explains.

“During the last decade, I’ve realized a lot from so many practitioners that I needed to write down a e book about the way you handle content material advertising strategically. So, sure, it’s an outdated, new story,” he says.

I wanted to write a book about managing #ContentMarketing strategically. It’s an old, new story, says @Robert_Rose via @CMIContent. Click To Tweet

Even in 2023, few firms have a content material advertising technique utterly discovered. Some do, and we discuss them quite a bit. Cleveland Clinic, Crimson Bull, Arrow Electronics, HubSpot, Salesforce, and REI purposely devised content material advertising methods meant to distinguish. They’ve consciously designed, applied, and measured a content material advertising method primarily based on realized finest practices. They’re succeeding.

However others, resembling Amazon, Microsoft, JPMorgan Chase, Nike, and LEGO, backed into an clever content material advertising technique. They’ve constructed model and advertising applications across the concept of growing helpful content material and working as a media firm. Nonetheless, most of those firms wouldn’t consciously acknowledge they constructed a content material advertising technique.

If requested, these firms would say that buying or launching a media firm operation was only a good enterprise technique to diversify their capacity to constantly attain their customers.

They’re proper, after all. They haven’t learn any of the books or been influenced by the Content material Advertising Institute. They won’t even acknowledge they’re taking a novel method to content material advertising. And they’re succeeding.

Deliberate and unintentional success

 “As content material advertising has grown as a follow each consciously and unconsciously, I’ve noticed each forms of firms through the years,” Robert says.

What are the commonalities? What are the very best practices? What actions do these firms achieve this in a different way that present a long-term aggressive benefit?

That’s what Robert covers in his new e book. It’s a geeky e book stuffed with issues like processes, governance, roles, tasks, and measurement plans.

Content Marketing Strategy by @Robert_Rose covers geeky topics like processes, governance, roles, measurement, and more via @CMIContent. #ContentStrategy Click To Tweet

It’s additionally greater than a e book. Robert launched a content material hub of the identical title. At, you’ll be able to devour extra assets, be part of a neighborhood, entry one-on-one teaching to your challenges, and join ongoing training.

When you’re at Content Marketing World subsequent week, you’ll be able to say hello to the writer (and all the remainder of us who haven’t written a e book.) We’d love to fulfill you. When you’re unable to make it, we’ll nonetheless meet you subsequent week on this similar spot.

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Cowl picture by Joseph Kalinowski/Content material Advertising Institute