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

MEDIA 7 | August 19, 2019

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

HeadSpin's Brien Colwell shows us how humans can work together with AI to create successful systems

Media 7 | November 8, 2021

Brien Colwell, Co-Founder, and CTO at HeadSpin takes us through his journey from being a software engineer to building the world’s first Digital Experience AI Platform. Read on as he talks about Artificial Intelligence and how HeadSpin is helping organizations assure optimal digital experiences across mobile and web delivery channels.

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

Listen to your customers, advises Christopher Penn, Co-Founder and Chief Data Scientist at TrustInsights.ai

Media 7 | November 16, 2021

Christopher Penn, Co-Founder and Chief Data Scientist at TrustInsights.ai shared his insights with us on how marketers can make better use of data, attribution models and natural language processing to promote conversions and increase customer engagement. Read on to find out about his three-part strategy for successful marketing campaigns.

Read More

HeadSpin's Brien Colwell shows us how humans can work together with AI to create successful systems

Media 7 | November 8, 2021

Brien Colwell, Co-Founder, and CTO at HeadSpin takes us through his journey from being a software engineer to building the world’s first Digital Experience AI Platform. Read on as he talks about Artificial Intelligence and how HeadSpin is helping organizations assure optimal digital experiences across mobile and web delivery channels.

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

Listen to your customers, advises Christopher Penn, Co-Founder and Chief Data Scientist at TrustInsights.ai

Media 7 | November 16, 2021

Christopher Penn, Co-Founder and Chief Data Scientist at TrustInsights.ai shared his insights with us on how marketers can make better use of data, attribution models and natural language processing to promote conversions and increase customer engagement. Read on to find out about his three-part strategy for successful marketing campaigns.

Read More

Related News

BIG DATA MANAGEMENT, BUSINESS STRATEGY, DATA SCIENCE

The Modern Data Company Unveils DataOS®

The Modern Data Company | January 03, 2023

The Modern Data Company recently announced the introduction of the world's first multi-cloud data operating system, DataOS®, which makes it easy for businesses to use data to inform choices. DataOS is a contemporary, open, and composable data management platform as a service (PaaS) that was developed to swiftly operationalize complex data infrastructures. It offers complete data visibility and transforms data into insights that create actionable intelligence. DataOS is a one-of-its-kinds, innovative data operating system that reclaims control of data for organizations that had previously been dependent on a variety of point solutions through ongoing integrations. Constructing an interoperability layer on top of any existing data infrastructure, it eliminates data silos and enables the operationalization of data to support reliable decision-making. DataOS makes data simple in three easy steps: It integrates with all systems in the data stack without requiring integrations. DataOS offers regulated access across several clouds and on-premises systems. It eliminates the complexity of data infrastructure and enables users to manage and access data in any cloud and any format through a single pane of control. Since DataOS can connect to any system and observe everything that happens to the data, customers benefit from a near real-time view. DataOS provides data developers and business users with access to data via a knowledge layer. The open standards approach enables developers to use their preferred visualization tools, programming languages, query engines, and AI/ML platforms. Customers using DataOS do not need to reskill their personnel in order to manage a modern data stack. DataOS delivers data in purpose-built formats for sophisticated analytics, AI/ML powering, and fast experimenting with and building data-driven applications. DataOS also allows for secure and high-quality data exchange/sharing with business teams while establishing trust and quality contract parameters. No other technology enables users to activate their data for numerous use cases in a complicated data environment and comprehend it at the most granular level. About the Modern Data Company Based in California, U.S., the Modern Data Company is revolutionizing data management with DataOS, the world's first multi-cloud, programmable data system solution. DataOS substantially simplifies an organization's most valuable asset, its data, by detaching it from tools, platforms, and pipelines. It places data at the core of the company and gives them the ability to choose the platforms used to manage data as well as the tools to operationalize it. Modern is transforming organizations from a tool- and platform-centric data architecture to a real data- and user-centric architecture.

Read More

BIG DATA MANAGEMENT, DATA ARCHITECTURE, DATA SCIENCE

Semarchy, MDM Leader Introduces Data-Driven Workflows

Semarchy | January 25, 2023

On January 24, 2023, Semarchy, an industry leader in master data management and integration, introduced data-driven workflows for its award-winning xDM module. With Semarchy's workflows, businesses can jointly manage, convert, and organize raw data into "single source of truth" golden records for every business use case. In addition, workflows integrate with their unified data platform, significantly improving the whole data management experience with a single, no-code solution that can be installed everywhere. François-Xavier "FX" Nicolas, Semarchy's Chief Product Officer, said, "This new data-driven workflow release is a bridge between the worlds of data and processes." He added, "It brings the best of these two worlds to Semarchy's users, upholding the fundamental principles of our product vision: capabilities unified in a low/no-code platform and best-in-class use of the technologies selected by our customers." (Source – Cision PR Newswire) As businesses grow from silo operations to process-led and ultimately data-driven futures, collaborative governance and dynamic workflows are necessary. Semarchy's workflows are inimitable in their pace, dynamism, and integration, enhancing business and data team cooperation. The data-driven, no-code workflow design minimizes technical resources and deployment time while enhancing end users' adoption rate and experience. xDM's premier master data management platform is natively merged with Semarchy's workflows as a single integrated solution to decrease data ownership overhead. The new workflows maintain Semarchy's commitment to accelerating time to value. Key benefits include enhanced operational productivity by dismantling data silos, optimizing processes, and strengthening organizational collaboration; drastically reduced data management operational overhead; and increased enterprise agility with end-to-end clarity of unified data workflows for improved decision-making. Early Access Program (EAP) feedback demonstrated overwhelming approval for Semarchy's redesigned interface, which speeds end-user adoption for managing and performing assigned workflow tasks. Other feedback indicates industry-specific advantages for firms such as Semarchy's U.S. partner, IMT Healthcare. About Semarchy Semarchy, an industry leader in data integration and master data management, enables businesses to derive commercial value from data swiftly. Its single platform lets enterprises of any size rapidly identify, administer, manage, integrate, and display essential data distributed across disparate applications. The firm is natively accessible on AWS, Google Cloud Platform, and Microsoft Azure, in addition to being offered as an on-premises solution. In addition to being maintained as a service, it is backed by an extensive ecosystem of software-as-a-service (SaaS) and professional service partners. The company has offices in Phoenix, United States; London, United Kingdom; Lyon, France; and Mexico City, Mexico.

Read More

BIG DATA MANAGEMENT,DATA ARCHITECTURE,BUSINESS STRATEGY

WANdisco Unveils Data Activation Platform 2.0 to Accelerate Massive Data Transfers

WANdisco | January 20, 2023

On January 19, 2023, WANdisco, a data activation company, announced the launching of its Data Activation Platform 2.0 to enable faster migrations of massive datasets. Leveraging both the WANdisco Data Migrator and Edge to Cloud technologies, the updates enhance the speed and scalability of on-premises and edge data transfers through high precision control over migration throughput, prioritization, and cleanup, among other capabilities. In addition, the updates improve data movement performance from Hadoop environments and IoT sensor data to any cloud, boosting the commercial value of data regardless of where it resides. Organizations maintain a complicated data web that spans numerous storage environments with channels that connect to multiple clouds. According to IDC, businesses store data across five primary domains, but mostly in on-premises, edge locations, and public cloud. Furthermore, 69% of data leaders are unable to use their data due to lengthy timelines, high costs, and risk of data transfers between environments, as per the 2022 State of Data Activation report. Multi-cloud strategies, in which organizations use artificial intelligence (AI), machine learning (ML), and analytics capabilities of different clouds for distinct use cases, add to this complexity. Data Activation Platform 2.0 offers granular control over all or selective data transfers within a streamlined user interface. New automated tools optimize migration and storage resources across environments, with the goal of increasing the speed at which large-scale datasets can be migrated to any cloud. David Richards, CEO and Founder of WANdisco, said, "Businesses face a dizzying challenge in moving massive amounts of data from a lot of sources to a lot of targets. As data continues to amass at the edge and on-premises at an unprecedented pace, solutions must improve to handle massive data transfers at incredible speeds – but also deliver a seamless experience." He further added, "Data Activation Platform 2.0 does just that. Now enterprises will have even greater control over all, or specific, data transfers happening across their business." (Source – Cision PR Newswire) About WANdisco Headquartered in San Ramon, CA, WANdisco is the world's first and only data activation platform for pacing-up digital transformation at scale. The company makes unlimited data actionable in real-time across clouds and enterprises. Customers of WANdisco use the cloud to drive AI and machine learning, transform enterprises, and create new services with zero downtime, data loss, or disruption. WANdisco has over a hundred customers, substantial go-to-market collaborations with organizations such as Microsoft Azure, Databricks, Google Cloud, Amazon Web Services, Oracle, and others, as well as OEM relationships with Alibaba and IBM.

Read More

BIG DATA MANAGEMENT, BUSINESS STRATEGY, DATA SCIENCE

The Modern Data Company Unveils DataOS®

The Modern Data Company | January 03, 2023

The Modern Data Company recently announced the introduction of the world's first multi-cloud data operating system, DataOS®, which makes it easy for businesses to use data to inform choices. DataOS is a contemporary, open, and composable data management platform as a service (PaaS) that was developed to swiftly operationalize complex data infrastructures. It offers complete data visibility and transforms data into insights that create actionable intelligence. DataOS is a one-of-its-kinds, innovative data operating system that reclaims control of data for organizations that had previously been dependent on a variety of point solutions through ongoing integrations. Constructing an interoperability layer on top of any existing data infrastructure, it eliminates data silos and enables the operationalization of data to support reliable decision-making. DataOS makes data simple in three easy steps: It integrates with all systems in the data stack without requiring integrations. DataOS offers regulated access across several clouds and on-premises systems. It eliminates the complexity of data infrastructure and enables users to manage and access data in any cloud and any format through a single pane of control. Since DataOS can connect to any system and observe everything that happens to the data, customers benefit from a near real-time view. DataOS provides data developers and business users with access to data via a knowledge layer. The open standards approach enables developers to use their preferred visualization tools, programming languages, query engines, and AI/ML platforms. Customers using DataOS do not need to reskill their personnel in order to manage a modern data stack. DataOS delivers data in purpose-built formats for sophisticated analytics, AI/ML powering, and fast experimenting with and building data-driven applications. DataOS also allows for secure and high-quality data exchange/sharing with business teams while establishing trust and quality contract parameters. No other technology enables users to activate their data for numerous use cases in a complicated data environment and comprehend it at the most granular level. About the Modern Data Company Based in California, U.S., the Modern Data Company is revolutionizing data management with DataOS, the world's first multi-cloud, programmable data system solution. DataOS substantially simplifies an organization's most valuable asset, its data, by detaching it from tools, platforms, and pipelines. It places data at the core of the company and gives them the ability to choose the platforms used to manage data as well as the tools to operationalize it. Modern is transforming organizations from a tool- and platform-centric data architecture to a real data- and user-centric architecture.

Read More

BIG DATA MANAGEMENT, DATA ARCHITECTURE, DATA SCIENCE

Semarchy, MDM Leader Introduces Data-Driven Workflows

Semarchy | January 25, 2023

On January 24, 2023, Semarchy, an industry leader in master data management and integration, introduced data-driven workflows for its award-winning xDM module. With Semarchy's workflows, businesses can jointly manage, convert, and organize raw data into "single source of truth" golden records for every business use case. In addition, workflows integrate with their unified data platform, significantly improving the whole data management experience with a single, no-code solution that can be installed everywhere. François-Xavier "FX" Nicolas, Semarchy's Chief Product Officer, said, "This new data-driven workflow release is a bridge between the worlds of data and processes." He added, "It brings the best of these two worlds to Semarchy's users, upholding the fundamental principles of our product vision: capabilities unified in a low/no-code platform and best-in-class use of the technologies selected by our customers." (Source – Cision PR Newswire) As businesses grow from silo operations to process-led and ultimately data-driven futures, collaborative governance and dynamic workflows are necessary. Semarchy's workflows are inimitable in their pace, dynamism, and integration, enhancing business and data team cooperation. The data-driven, no-code workflow design minimizes technical resources and deployment time while enhancing end users' adoption rate and experience. xDM's premier master data management platform is natively merged with Semarchy's workflows as a single integrated solution to decrease data ownership overhead. The new workflows maintain Semarchy's commitment to accelerating time to value. Key benefits include enhanced operational productivity by dismantling data silos, optimizing processes, and strengthening organizational collaboration; drastically reduced data management operational overhead; and increased enterprise agility with end-to-end clarity of unified data workflows for improved decision-making. Early Access Program (EAP) feedback demonstrated overwhelming approval for Semarchy's redesigned interface, which speeds end-user adoption for managing and performing assigned workflow tasks. Other feedback indicates industry-specific advantages for firms such as Semarchy's U.S. partner, IMT Healthcare. About Semarchy Semarchy, an industry leader in data integration and master data management, enables businesses to derive commercial value from data swiftly. Its single platform lets enterprises of any size rapidly identify, administer, manage, integrate, and display essential data distributed across disparate applications. The firm is natively accessible on AWS, Google Cloud Platform, and Microsoft Azure, in addition to being offered as an on-premises solution. In addition to being maintained as a service, it is backed by an extensive ecosystem of software-as-a-service (SaaS) and professional service partners. The company has offices in Phoenix, United States; London, United Kingdom; Lyon, France; and Mexico City, Mexico.

Read More

BIG DATA MANAGEMENT,DATA ARCHITECTURE,BUSINESS STRATEGY

WANdisco Unveils Data Activation Platform 2.0 to Accelerate Massive Data Transfers

WANdisco | January 20, 2023

On January 19, 2023, WANdisco, a data activation company, announced the launching of its Data Activation Platform 2.0 to enable faster migrations of massive datasets. Leveraging both the WANdisco Data Migrator and Edge to Cloud technologies, the updates enhance the speed and scalability of on-premises and edge data transfers through high precision control over migration throughput, prioritization, and cleanup, among other capabilities. In addition, the updates improve data movement performance from Hadoop environments and IoT sensor data to any cloud, boosting the commercial value of data regardless of where it resides. Organizations maintain a complicated data web that spans numerous storage environments with channels that connect to multiple clouds. According to IDC, businesses store data across five primary domains, but mostly in on-premises, edge locations, and public cloud. Furthermore, 69% of data leaders are unable to use their data due to lengthy timelines, high costs, and risk of data transfers between environments, as per the 2022 State of Data Activation report. Multi-cloud strategies, in which organizations use artificial intelligence (AI), machine learning (ML), and analytics capabilities of different clouds for distinct use cases, add to this complexity. Data Activation Platform 2.0 offers granular control over all or selective data transfers within a streamlined user interface. New automated tools optimize migration and storage resources across environments, with the goal of increasing the speed at which large-scale datasets can be migrated to any cloud. David Richards, CEO and Founder of WANdisco, said, "Businesses face a dizzying challenge in moving massive amounts of data from a lot of sources to a lot of targets. As data continues to amass at the edge and on-premises at an unprecedented pace, solutions must improve to handle massive data transfers at incredible speeds – but also deliver a seamless experience." He further added, "Data Activation Platform 2.0 does just that. Now enterprises will have even greater control over all, or specific, data transfers happening across their business." (Source – Cision PR Newswire) About WANdisco Headquartered in San Ramon, CA, WANdisco is the world's first and only data activation platform for pacing-up digital transformation at scale. The company makes unlimited data actionable in real-time across clouds and enterprises. Customers of WANdisco use the cloud to drive AI and machine learning, transform enterprises, and create new services with zero downtime, data loss, or disruption. WANdisco has over a hundred customers, substantial go-to-market collaborations with organizations such as Microsoft Azure, Databricks, Google Cloud, Amazon Web Services, Oracle, and others, as well as OEM relationships with Alibaba and IBM.

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