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Content Marketing World 2014

Robert Rose

Robert Rose is speaking at Content Marketing World on September 8-11, 2014 in Cleveland, OH, USA.

Content Creation Management – Building A New Process For Our Business & Content Marketing Success

The process of content management is well understood now in most businesses. We know how to use technology and business processes to enable the governance, management and publishing of content to various channels. But what about actually creating that content? How do we establish a process and a structure in our business that enables us to handle the most important part of content marketing – the creation of content.

While there are no templates in this new world, there are frameworks we can use to create our new process and be successful with it. In this workshop, we’ll look at the specifics of these frameworks, and how they contribute to this very important process in the business:

  • How to evolve existing practices into a team and structure that works for your business
  • How to look at internal curation of content to create efficiency and optimized spend for content creation
  • Getting beyond the “internal agency” model and into a strategic content creation engine across different content types
  • When, where and how to think about outsourcing the creation of content
  • Moving beyond silos and how to prioritize against brand, product groups, globalization and other hurdles
  • Some of the tools that can help to facilitate this new process
  • Creating a measurement strategy for this new process

We’ll also review some contextual case studies and some examples of organizations that have successfully created frameworks for this new process.

Content Marketing 201: How to Create a Content Marketing Strategy

Any successful content marketing plan starts with a codified, realistic and achievable strategy that is clear, powerful and will actually move the needle. Let’s take real, actionable steps toward creating that for our business. In this two-part intensive session, we’ll walk through different types of strategies, how to start, where to identify the opportunities, and then actually walk through the steps needed to create that documented strategy that we can use to start our process. This session is for intermediate content marketers who understand what content marketing is, but are looking to take the next actionable steps in their business.

Mini-Keynote – Experiences: The 7th Era of Marketing & The Rise Of Content Creation Management

We are moving into a new era of marketing – one where the creation of value through content-driven experiences will be the focus. Yes, the practice of marketing is changing – again. There’s only one challenge: we haven’t changed. CMI’s Chief Strategy Officer will discuss the current transformation of the marketing department both inside and out – from a subservient department that creates content only to describe the value of a product or service – and into a department that knows how to create, manage and lead the creation of valuable experiences over the next decade.


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