Robert Rose


Books by Robert Rose


Killingmarketing

Killing Marketing: How Innovative Businesses Are Turning Marketing Cost Into Profit

Available in: Hardcover


Killing your current marketing structure may be the only way to save it!

Two of the world's top marketing experts reveal the next level of breakthrough success--transforming your marketing strategy into a standalone profit center.

What if everything we currently know about marketing is what is holding us back? Over the last two decades, we've watched the entire world change the way it buys and stays loyal to brands. But, marketing departments are still operating in the same, campaign-centric, product-led operation that they have been following for 75 years. The most innovative companies around the world have achieved remarkable marketing results by fundamentally changing their approach. By creating value for customers through the use of owned media and the savvy use of content, these businesses have dramatically increased customer loyalty and revenue. Some of them have even taken it to the next step and developed a marketing function that actually pays for itself.

Killing Marketing explores how these companies are ending the marketing as we know it--in favor of this new, exciting model.

Killing Marketing provides the insight, approaches, and examples you need to understand these disruptive forces in ways that turn your marketing from cost center to revenue creator. This book builds the case for, literally, transforming the purpose of marketing within your organization. Joe Pulizzi and Robert Rose of the Content Marketing Institute show how leading companies are able sell the very content that propels their marketing strategy. You'll learn how to:

* Transform all or part of your marketing operation into a media company

* Integrate this new operation into traditional marketing efforts

* Develop best practices for attracting and retaining audiences

* Build a strategy for competing against traditional media companies

* Create a paid/earned media strategy fueled by an owned media strategy

Red Bull, Johnson & Johnson, Disney and Arrow Electronics have succeeded in what ten years ago would have been deemed impossible. They continue to market their products as they always have, and, through their content-driven and audience-building initiatives, they drive value outside the day-to-day products they sell--and monetize it directly.

Killing Marketing rewrites the rules of marketing--enabling you to make the kind of transition that turns average companies into industry legends.


9780983330714

Managing Content Marketing: The Real-World Guide for Creating Passionate Subscribers to Your Brand

Available in: Paperback
Let's face it...content marketing is all the rage. Brands around the world are spending (on average) over 25% of their total marketing budget on content marketing.What's been missing...until now...is the book that tells marketers exactly how to put content marketing to work.Managing Content Marketing shows you, in detail, how to manage content marketing within your organization. Whether you come from a small company or multi-billion dollar brand, this book gives you the ammunition and the ideas to develop a storytelling process that will create passionate subscribers to your brand.World-renowned content marketing experts Robert Rose and Joe Pulizzi have teamed up to help marketing pros and business owners develop a content marketing plan that goes beyond theories and explains exactly how to turn that plan into reality.Managing Content Marketing will teach you to: --Build the Business Case for Content Marketing--Develop a Content Marketing Strategy that Works for Your Business--Tell a Consistent Story that Engages Your Customers--Determine the Right Marketing Channels to Implement--Create an Internal and External Workflow for Content Marketing--Measure Content Marketing and Communicate Results to Internal Stakeholders