Q&A with Robert Rose, Founder and Chief Strategy Officer at The Content Advisory

Robert Rose, Founder and Chief Strategy Officer of The Content Advisory has worked with more than 500 companies, including 15 of the Fortune 100 and provided marketing advice and counsel for global brands such as Facebook, Capital One, Dell, Ernst & Young, Microsoft, Thomson Reuters, etc.

Robert is also an early-stage investor and advisor to a number of technology startups, apart from being a featured keynote speaker and workshop teacher at technology and marketing events around the world.

MEDIA 7: If we were talking a year from now celebrating what a great 12 months it’s been for you in this role, what would you have achieved?
ROBERT ROSE: 
We’re on a path to double the size of our business in the next 12 months. We’ve been quite blessed to work with some of the greatest brands on the planet, to help them sort out their content operations and strategy. So, a great year from us is continuing to work with more and more, and different, types of enterprises – while we increase our capacity to deliver the smartest content strategy and education.

M7: In what way is The Content Advisory transforming marketing practices and accelerating the strategic content marketing shift?
RR:
Given our experience, and the number of companies we’ve worked with over the last 7 years, we’ve got a unique perspective on what works in content marketing.  We’ve watched as Content Marketing has gone from this “nice-to-have” addition to demand generation and SEO, to a must-have, strategic function for adding overall value to the business. In other words, we’ve watched content marketing go from marketing tactic, to business strategy. The frameworks (which is really the output of our unique perspective) for setting a foundational operation model for content, along with how to create the teams, the governance and the measurement strategies are what set us apart for our clients’ success.


"Content Marketing has gone from this “nice-to-have” addition to demand generation and SEO, to a must-have, strategic function for adding overall value to the business."

M7: With more than 8 years of content marketing experience, what is the paradigm shift you see in content marketing practices today?
RR:
The biggest shift we see is how content is becoming a strategic business operation, in much the same way as accounting, legal, or R&D. “Content” used to be the thing that was everybody’s job, and nobody’s strategy. Today, because content is such a core output of any business, it has to be treated with the same strategic rigor as any other function in the business. As I’ve said before, we all perform levels of “accounting” in our business. We fill out expense sheets, turn in profit and loss reports, utilize budgets, etc… But we don’t do these things in just any way we like. We conform to a centralized approach to the function of accounting.  The same is true in content.  The companies that are succeeding with content have shifted their approach to the practice to make it a strategic function in the business.

M7: How does strategic consulting help businesses in building passionate, trustworthy audiences for their brands?
RR: 
Well it doesn’t to be honest. It’s very easy to get caught into the classic consulting trap of some kind of “magic button”. As we’re the first to say, we’re not here to tell your story – we’re just here to help you tell it a little better.  Our goal is to help marketing leaders understand the steps – the road map – to building these valuable audiences.  It will be up to them and their team to continually apply what we can instill to engage them, and keep them loyal over time.


"Great customer experiences, continually deliver value to consumers. At the heart of each of those experiences is content – it is what drives every experience."

M7: In what way does the strategic use of content create better customer experiences for any enterprise?
RR: 
The main value I would use is the word “trust���. Great customer experiences, continually deliver value to consumers. The first time I meet a customer I deliver a little bit of value. The second time, I deliver a little more value. The third time, a little more value.  Eventually, I’m delivering enough value through the experience that the customer wants to pay for what comes next and – if designed well – that next experience is the product/service I have in the market place. 
But at the heart of each of those experiences is content – it is what drives every experience. So, we must have a connected, central, and holistic manner of managing our communication within those experiences.  This is why a content strategy is so important.

M7: As a content strategy expert, what is the advice that you would like to give to present marketers for delivering effective content-driven experiences?
RR:
 Focus on the experience, not the asset.  No matter where you are on your journey, stop producing assets – and start producing a “center of gravity” of content.  You might call it a resource center, or a hub, or a blog, or a magazine, or an event, or whatever.  But stop producing random assets that are used only as bait for random marketing campaigns, and start producing content against an editorial theme that will connect together across a platform that builds an audience.  Now, that doesn’t mean that the assets that you create can’t be used to support random campaigns – but in order to produce multiple lines of value, the content must start working harder – and when you have a platform, the next piece you create will work harder for you because the previous one (that is connected in some way) exists.


"Focus on the experience, not the asset.  No matter where you are on your journey, stop producing assets – and start producing a “center of gravity” of content."

M7: When did you start working and what was it?
RR:
I started working in marketing in the mid 1990s in the television industry.  I worked for Showtime Networks in their marketing department.

ABOUT THE CONTENT ADVISORY

Content is everything the business creates in order to communicate. In today’s world, the way we communicate is the only thing that separates us from the next: The next click, the next competitor, the next answer. But mastering content is not simply a creative, business process, or technological challenge. It is both emotional and logical. It is a cultural transformation. It is a fundamental shift in the way we create, collaborate, and collect insight on every communication.

TCA – The Content Advisory is a consulting and training company; blending the art and science of intelligent content to help today’s modern business communication’s strategy.

More C-Suite on deck

'Raising the voices of those who may not always be heard is critical,' says Claire Thomas

Media 7 | April 28, 2023

Claire Thomas is responsible for developing and implementing a strategy for diversity, equity, and inclusion (DEI) across Hitachi Vantara through programs that reflect the diverse backgrounds, interests, and passions of their current and future workforce. Continue reading to learn her views on the significance of inclusion and diversity in an organization.

Read More

‘Data teams are critical in defining and driving business growth metrics’ says Gaurav Rewari, CEO of Mode.

Media 7 | March 4, 2022

Gaurav Rewari, CEO of Mode elaborates on his role as a CEO of Mode Analytics, the most comprehensive platform for collaborative Business Intelligence and Interactive Data Science. Read on to know more about his thoughts on digitization and Mode's brand-new visualization tool, Visual Explorer.

Read More

‘Advances in AI and Machine Learning are not scalable without proper data governance program in place’ says Peggy Tsai, Chief Data Officer at BigID

Media 7 | March 8, 2022

Peggy Tsai, Chief Data Officer at BigID talks about BigID’s data intelligence platform and its integrated applications. Read on to know more about her thoughts on GDPR compliance, the future data intelligence landscape and more in her latest interview with Media 7.

Read More

'Raising the voices of those who may not always be heard is critical,' says Claire Thomas

Media 7 | April 28, 2023

Claire Thomas is responsible for developing and implementing a strategy for diversity, equity, and inclusion (DEI) across Hitachi Vantara through programs that reflect the diverse backgrounds, interests, and passions of their current and future workforce. Continue reading to learn her views on the significance of inclusion and diversity in an organization.

Read More

‘Data teams are critical in defining and driving business growth metrics’ says Gaurav Rewari, CEO of Mode.

Media 7 | March 4, 2022

Gaurav Rewari, CEO of Mode elaborates on his role as a CEO of Mode Analytics, the most comprehensive platform for collaborative Business Intelligence and Interactive Data Science. Read on to know more about his thoughts on digitization and Mode's brand-new visualization tool, Visual Explorer.

Read More

‘Advances in AI and Machine Learning are not scalable without proper data governance program in place’ says Peggy Tsai, Chief Data Officer at BigID

Media 7 | March 8, 2022

Peggy Tsai, Chief Data Officer at BigID talks about BigID’s data intelligence platform and its integrated applications. Read on to know more about her thoughts on GDPR compliance, the future data intelligence landscape and more in her latest interview with Media 7.

Read More

Related News

Data Visualization

SensiML Unveils Data Studio - Next-Generation Sensor Data Management for AI / ML

SensiML | December 20, 2023

SensiML Corporation, a leader in AI software for IoT and a subsidiary of QuickLogic, announced the launch of Data Studio, a ground-breaking platform designed to redefine the landscape of sensor data management. With a focus on practicality and efficiency, Data Studio empowers engineers and data scientists by offering an integrated solution that addresses the most time-consuming tasks in AI engineering projects - creating high-quality datasets for evaluating and developing ML models. According to Cognilytica, a well-respected AI / ML consulting firm, approximately 80% of the total time for machine learning (ML) projects is allocated to data preparation. These tasks include data identification, aggregation, cleansing, labeling, and augmentation – all of which are supported in SensiML's collaborative development environment. SensiML Data Studio significantly improves productivity and simplifies dataset management for anyone working on sensor data ML projects. With real-time connectivity, intuitive visualization tools, sensor data video synchronization, and robust support for large-scale collaborative projects, it offers a seamless experience for developers on edge devices, gateways, PCs, and cloud platforms. A comprehensive overview of all the features of Data Studio can be found on the SensiML website. The primary features are highlighted below: Effortless Data Capture and Import - Capture live sensor data, analyze it instantly, and label any data for seamless insights. Collaboratively Label Sensor Data - Employ flexible labeling methodologies for sensor data, including manual, AI-assisted, and custom – and sync video for effortless complex labeling. Store and analyze data locally on your computer or remotely. Data Analysis and Model Evaluation - Visually compare ML models, filter, transform, and fuse sensor data – all with built-in tools and your own Python expertise. Label and Data Versioning – Keep track of your labels and model results with versioned labels. Easily export your project to an open format. "SensiML Data Studio makes sensor data management and analysis more accessible and efficient, empowering developers to build better, more impactful applications using sensor data across a wide range of industries," said Chris Knorowski, CTO of SensiML. SensiML Data Studio is poised to transform sensor data analysis, offering a valuable resource for researchers, engineers, and data scientists across diverse sectors from agriculture and consumer wearables to medical devices, smart buildings, and factory maintenance. About SensiML SensiML, a subsidiary of QuickLogic (NASDAQ: QUIK), offers cutting-edge software that enables ultra-low power IoT endpoints that implement AI to transform raw sensor data into meaningful insight at the device itself. The company's flagship solution, the SensiML Analytics Toolkit, provides an end-to-end development platform spanning data collection, labeling, algorithm and firmware auto-generation, and testing. The SensiML Toolkit supports Arm® Cortex®-M class and higher microcontroller cores, Intel® x86 instruction set processors, and heterogeneous core QuickLogic SoCs and QuickAI platforms with FPGA optimizations.

Read More

Big Data

Airbyte Racks Up Awards from InfoWorld, BigDATAwire, Built In; Builds Largest and Fastest-Growing User Community

Airbyte | January 30, 2024

Airbyte, creators of the leading open-source data movement infrastructure, today announced a series of accomplishments and awards reinforcing its standing as the largest and fastest-growing data movement community. With a focus on innovation, community engagement, and performance enhancement, Airbyte continues to revolutionize the way data is handled and processed across industries. “Airbyte proudly stands as the front-runner in the data movement landscape with the largest community of more than 5,000 daily users and over 125,000 deployments, with monthly data synchronizations of over 2 petabytes,” said Michel Tricot, co-founder and CEO, Airbyte. “This unparalleled growth is a testament to Airbyte's widespread adoption by users and the trust placed in its capabilities.” The Airbyte community has more than 800 code contributors and 12,000 stars on GitHub. Recently, the company held its second annual virtual conference called move(data), which attracted over 5,000 attendees. Airbyte was named an InfoWorld Technology of the Year Award finalist: Data Management – Integration (in October) for cutting-edge products that are changing how IT organizations work and how companies do business. And, at the start of this year, was named to the Built In 2024 Best Places To Work Award in San Francisco – Best Startups to Work For, recognizing the company's commitment to fostering a positive work environment, remote and flexible work opportunities, and programs for diversity, equity, and inclusion. Today, the company received the BigDATAwire Readers/Editors Choice Award – Big Data and AI Startup, which recognizes companies and products that have made a difference. Other key milestones in 2023 include the following. Availability of more than 350 data connectors, making Airbyte the platform with the most connectors in the industry. The company aims to increase that to 500 high-quality connectors supported by the end of this year. More than 2,000 custom connectors were created with the Airbyte No-Code Connector Builder, which enables data connectors to be made in minutes. Significant performance improvement with database replication speed increased by 10 times to support larger datasets. Added support for five vector databases, in addition to unstructured data sources, as the first company to build a bridge between data movement platforms and artificial intelligence (AI). Looking ahead, Airbyte will introduce data lakehouse destinations, as well as a new Publish feature to push data to API destinations. About Airbyte Airbyte is the open-source data movement infrastructure leader running in the safety of your cloud and syncing data from applications, APIs, and databases to data warehouses, lakes, and other destinations. Airbyte offers four products: Airbyte Open Source, Airbyte Self-Managed, Airbyte Cloud, and Powered by Airbyte. Airbyte was co-founded by Michel Tricot (former director of engineering and head of integrations at Liveramp and RideOS) and John Lafleur (serial entrepreneur of dev tools and B2B). The company is headquartered in San Francisco with a distributed team around the world. To learn more, visit airbyte.com.

Read More

Big Data Management

Amnet Digital announces a launch of Swift Insights, an AI-powered analytics platform help businesses make informed decisions

Amnet Digital | January 10, 2024

Amnet Digital, a leading Data, Analytics & AI solutions company that is powering businesses and automating operations, today officially launched Swift Insights, an AI-powered analytics platform to accelerate businesses with data-driven insights and make informed decisions through intuitive dashboards. In today's groundbreaking AI-led innovation era, Swift Insights assists organizations reinvent their business performance with Gen AI and LLMs to uncover new growth opportunities. With Gen AI at its core, Swift Insights expands its AI-powered analytics platform with closed-loop dashboards and advanced reports that solves key business challenges and elevates decision making authority toward customer acquisition to retention and loyalty. Product Key Features AI Analytics: Predictive and Prescriptive analytics using AIML algorithms. Report Management: Single platform for enterprise data discovery and report management. Decision Making: Make the right decisions at the right time and act fast under dynamic market needs. Business Insights: AI-powered reports with actionable insights. Q&A Analytics: LLM powered instant business related answers from the data. This product launch also expands the offerings with state-of-the-art advanced data security and compliance with greater resilience for business. The platform also enables proactive measures to minimize tech disruptions for scheduled upgrades and patching that means the company will witness less down time. "As we launch Swift Insights, we are excited to bring a transformative solution to businesses and harness the full power of the organizational data. Our AI-powered analytics platform underscores Amnet Digital's commitment to tech innovation and excellence in the Data, Analytics, & AI space" said, Krishna Reddy, CEO at Amnet Digital. Get actionable insights 10x faster from your business data stack! Would you like to see how? Request a demo and see for yourself, with no strings attached. Swift Insights drive and measure company success by the real value which is deliver for the clients, partners, communities, and employees. About Swift Insights Swift Insights is an AI-powered analytics platform that accelerates and transforms your business data into actionable insights to make informed decisions. * Powered by Amnet Digital. About Amnet Digital Amnet Digital is a Data, Analytics & AI solutions company that helps businesses to make data driven decisions and automate IT & business operations. We help customers to realize the higher value of their digital transformation initiatives and drive positive business impact leveraging our Analytics & AI digital accelerators. A winner of the "Telangana State Awards 2023" under Best Services category.

Read More

Data Visualization

SensiML Unveils Data Studio - Next-Generation Sensor Data Management for AI / ML

SensiML | December 20, 2023

SensiML Corporation, a leader in AI software for IoT and a subsidiary of QuickLogic, announced the launch of Data Studio, a ground-breaking platform designed to redefine the landscape of sensor data management. With a focus on practicality and efficiency, Data Studio empowers engineers and data scientists by offering an integrated solution that addresses the most time-consuming tasks in AI engineering projects - creating high-quality datasets for evaluating and developing ML models. According to Cognilytica, a well-respected AI / ML consulting firm, approximately 80% of the total time for machine learning (ML) projects is allocated to data preparation. These tasks include data identification, aggregation, cleansing, labeling, and augmentation – all of which are supported in SensiML's collaborative development environment. SensiML Data Studio significantly improves productivity and simplifies dataset management for anyone working on sensor data ML projects. With real-time connectivity, intuitive visualization tools, sensor data video synchronization, and robust support for large-scale collaborative projects, it offers a seamless experience for developers on edge devices, gateways, PCs, and cloud platforms. A comprehensive overview of all the features of Data Studio can be found on the SensiML website. The primary features are highlighted below: Effortless Data Capture and Import - Capture live sensor data, analyze it instantly, and label any data for seamless insights. Collaboratively Label Sensor Data - Employ flexible labeling methodologies for sensor data, including manual, AI-assisted, and custom – and sync video for effortless complex labeling. Store and analyze data locally on your computer or remotely. Data Analysis and Model Evaluation - Visually compare ML models, filter, transform, and fuse sensor data – all with built-in tools and your own Python expertise. Label and Data Versioning – Keep track of your labels and model results with versioned labels. Easily export your project to an open format. "SensiML Data Studio makes sensor data management and analysis more accessible and efficient, empowering developers to build better, more impactful applications using sensor data across a wide range of industries," said Chris Knorowski, CTO of SensiML. SensiML Data Studio is poised to transform sensor data analysis, offering a valuable resource for researchers, engineers, and data scientists across diverse sectors from agriculture and consumer wearables to medical devices, smart buildings, and factory maintenance. About SensiML SensiML, a subsidiary of QuickLogic (NASDAQ: QUIK), offers cutting-edge software that enables ultra-low power IoT endpoints that implement AI to transform raw sensor data into meaningful insight at the device itself. The company's flagship solution, the SensiML Analytics Toolkit, provides an end-to-end development platform spanning data collection, labeling, algorithm and firmware auto-generation, and testing. The SensiML Toolkit supports Arm® Cortex®-M class and higher microcontroller cores, Intel® x86 instruction set processors, and heterogeneous core QuickLogic SoCs and QuickAI platforms with FPGA optimizations.

Read More

Big Data

Airbyte Racks Up Awards from InfoWorld, BigDATAwire, Built In; Builds Largest and Fastest-Growing User Community

Airbyte | January 30, 2024

Airbyte, creators of the leading open-source data movement infrastructure, today announced a series of accomplishments and awards reinforcing its standing as the largest and fastest-growing data movement community. With a focus on innovation, community engagement, and performance enhancement, Airbyte continues to revolutionize the way data is handled and processed across industries. “Airbyte proudly stands as the front-runner in the data movement landscape with the largest community of more than 5,000 daily users and over 125,000 deployments, with monthly data synchronizations of over 2 petabytes,” said Michel Tricot, co-founder and CEO, Airbyte. “This unparalleled growth is a testament to Airbyte's widespread adoption by users and the trust placed in its capabilities.” The Airbyte community has more than 800 code contributors and 12,000 stars on GitHub. Recently, the company held its second annual virtual conference called move(data), which attracted over 5,000 attendees. Airbyte was named an InfoWorld Technology of the Year Award finalist: Data Management – Integration (in October) for cutting-edge products that are changing how IT organizations work and how companies do business. And, at the start of this year, was named to the Built In 2024 Best Places To Work Award in San Francisco – Best Startups to Work For, recognizing the company's commitment to fostering a positive work environment, remote and flexible work opportunities, and programs for diversity, equity, and inclusion. Today, the company received the BigDATAwire Readers/Editors Choice Award – Big Data and AI Startup, which recognizes companies and products that have made a difference. Other key milestones in 2023 include the following. Availability of more than 350 data connectors, making Airbyte the platform with the most connectors in the industry. The company aims to increase that to 500 high-quality connectors supported by the end of this year. More than 2,000 custom connectors were created with the Airbyte No-Code Connector Builder, which enables data connectors to be made in minutes. Significant performance improvement with database replication speed increased by 10 times to support larger datasets. Added support for five vector databases, in addition to unstructured data sources, as the first company to build a bridge between data movement platforms and artificial intelligence (AI). Looking ahead, Airbyte will introduce data lakehouse destinations, as well as a new Publish feature to push data to API destinations. About Airbyte Airbyte is the open-source data movement infrastructure leader running in the safety of your cloud and syncing data from applications, APIs, and databases to data warehouses, lakes, and other destinations. Airbyte offers four products: Airbyte Open Source, Airbyte Self-Managed, Airbyte Cloud, and Powered by Airbyte. Airbyte was co-founded by Michel Tricot (former director of engineering and head of integrations at Liveramp and RideOS) and John Lafleur (serial entrepreneur of dev tools and B2B). The company is headquartered in San Francisco with a distributed team around the world. To learn more, visit airbyte.com.

Read More

Big Data Management

Amnet Digital announces a launch of Swift Insights, an AI-powered analytics platform help businesses make informed decisions

Amnet Digital | January 10, 2024

Amnet Digital, a leading Data, Analytics & AI solutions company that is powering businesses and automating operations, today officially launched Swift Insights, an AI-powered analytics platform to accelerate businesses with data-driven insights and make informed decisions through intuitive dashboards. In today's groundbreaking AI-led innovation era, Swift Insights assists organizations reinvent their business performance with Gen AI and LLMs to uncover new growth opportunities. With Gen AI at its core, Swift Insights expands its AI-powered analytics platform with closed-loop dashboards and advanced reports that solves key business challenges and elevates decision making authority toward customer acquisition to retention and loyalty. Product Key Features AI Analytics: Predictive and Prescriptive analytics using AIML algorithms. Report Management: Single platform for enterprise data discovery and report management. Decision Making: Make the right decisions at the right time and act fast under dynamic market needs. Business Insights: AI-powered reports with actionable insights. Q&A Analytics: LLM powered instant business related answers from the data. This product launch also expands the offerings with state-of-the-art advanced data security and compliance with greater resilience for business. The platform also enables proactive measures to minimize tech disruptions for scheduled upgrades and patching that means the company will witness less down time. "As we launch Swift Insights, we are excited to bring a transformative solution to businesses and harness the full power of the organizational data. Our AI-powered analytics platform underscores Amnet Digital's commitment to tech innovation and excellence in the Data, Analytics, & AI space" said, Krishna Reddy, CEO at Amnet Digital. Get actionable insights 10x faster from your business data stack! Would you like to see how? Request a demo and see for yourself, with no strings attached. Swift Insights drive and measure company success by the real value which is deliver for the clients, partners, communities, and employees. About Swift Insights Swift Insights is an AI-powered analytics platform that accelerates and transforms your business data into actionable insights to make informed decisions. * Powered by Amnet Digital. About Amnet Digital Amnet Digital is a Data, Analytics & AI solutions company that helps businesses to make data driven decisions and automate IT & business operations. We help customers to realize the higher value of their digital transformation initiatives and drive positive business impact leveraging our Analytics & AI digital accelerators. A winner of the "Telangana State Awards 2023" under Best Services category.

Read More

Spotlight

The Content Advisory

The Content Advisory

Content is everything the business creates in order to communicate. In today’s world, the way we communicate is the only thing that separates us from the next: The next click, the next competitor, the next answer. TCA – The Content Advisory is a consulting and training company; blending the art and ...

Events

Resources

resource image

Business Intelligence, Big Data Management

Data Analytics Techniques for Internal Audit

Whitepaper

resource image

Business Intelligence, Big Data Management, Data Science

Tackling climate change with data science and AI

Whitepaper

resource image

Business Intelligence, Big Data Management

Data Analytics Techniques for Internal Audit

Whitepaper

resource image

Business Intelligence, Big Data Management, Data Science

Tackling climate change with data science and AI

Whitepaper

Events