Show Notes

Air Date: 3/3/2020

About the guest:

How to hide less-appealing content by producing good content
Robert Rose, Chief Troublemaker at The Content Advisory

For more than 25 years, Robert has helped marketers tell their story more effectively through digital media. Over the last five years, Robert has worked with more than 500 companies, including 15 of the Fortune 100. He’s provided strategic marketing advice and counsel for global brands such as Capital One, NASA, Dell, McCormick Spices, Hewlett Packard, Microsoft, and the Bill & Melinda Gates Foundation. Robert is the founder and chief strategy officer for The Content Advisory, the education and consulting group for The Content Marketing Institute.

Robert’s third book — Killing Marketing, with co-author Joe Pulizzi — has been called the “book that rewrites the rules of marketing.” His second book — Experiences: The Seventh Era of Marketing — is a top seller and has been called a “treatise, and a call to arms for marketers to lead business innovation in the 21st century.” Robert’s first book, Managing Content Marketing, spent two weeks as a top-ten marketing book on and is generally considered to be the “owner’s manual” of the content marketing process.

In the episode:

2:17 – Robert shares how he started in television, transitioning to marketing where he has been for 30 years.

3:30 – Robert talks about how he created a content marketing approach opposed to traditional marketing.

7:03 – Nancy tells how she met Robert through Drew McLellan and the Agency Management Institute.

7:43 – Robert explains the origins of content marketing.

11:36 – Nancy and Robert talk about the connection between gaining audience trust and content marketing.

14:46 – Robert shares some of the different ways to use content marketing, giving Lincoln Electric’s magazine as an example.

18:47 – Nancy and Robert talk about how content marketing can be used for recruiting.

21:38 – Robert shares how PR professionals could improve their use of content marketing.

29:29 – Robert describes how he has made a conscious effort to build his network.

33:37 – Nancy and Robert talk about the importance of being able to be found online.

35:40 – Robert explains how to “get rid” of bad content someone else is producing about your brand or product.

38:12 – Robert shares some of the books that have been most instrumental to his career.


And so that lack of trust, while kind of a sad state of the world and our culture, is an opportunity for us as brands to create that trust, to create content that is valuable, trusted, and gives our audience the value that they are looking for.” – Robert Rose, Chief Troublemaker at The Content Advisory


The Content Advisory

Content Marketing World

John Deere’s Furrow Magazine

Lincoln Electric’s Arc Magazine

Bath Iron Works


Monster Career Advice

The End of Competitive Advantage by Rita Gunther McGrath

Discovery-Driven Growth by Rita Gunther McGrath

The Innovator’s Dilemma by Clayton Christensen

Competing Against Luck by Clayton Christensen



Robert’s Books:

Killing Marketing

Experiences: The Seventh Era of Marketing

Managing Content Marketing


Drew McLellan’s PR Maven® Podcast Episode

Susan Baier’s PR Maven® Podcast Episode


Activate the PR Maven® Flash Briefing on your Alexa Device.

Join the PR Maven® Facebook group page.


Looking to connect: 



Twitter: @Robert_Rose

Podcast: CMI Weekly Wrap