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

‘Impossible’ locations can be served through precision commercial airdrops, says Joel Ifill, Founder & Chief Executive Officer at DASH Systems, Inc.

Media 7 | April 5, 2022

DASH Systems, Inc.'s Founder and Chief Executive Officer, Joel Ifill, discusses the company's specialization in precision aerial delivery and automated air cargo delivery systems. Read on to learn more about overcoming the “impossible mile.”

Read More

Q&A with Didi Horn, Chief Executive Officer at SkyX

Media 7 | July 13, 2021

Didi Horn, Chief Executive Officer at SkyX, comes with expertise in the world of aviation, aerospace, and drones. Serving with the Air Force for nearly a decade (2006-2015), as both a captain and drone pilot, Didi's work in drone operations has given him profound insight into the capabilities of these unmanned systems.

Read More

Q&A with Sangram Vajre, Co-founder & Chief Evangelist at Terminus

MEDIA 7 | January 9, 2020

Sangram Vajre, Co-Founder & Chief Evangelist at Terminus is also an author and host of the podcast FlipmyFunnel. He is one of the leading minds in B2B marketing. MEDIA 7: What are you passionate about? SANGRAM VAJRE: Three things: Lead professionally. Grow personally. Love family. M7: Terminus has been recognized as one of Georgia’s 40 fastest-growing companies by ACG Atlanta. What factors contribute to this pace? SV: One of our core values is #OneTeam – which means we think and act as one team and know that if we treat our team right, they will treat our customers amazing. There are no great companies, only great people that make those companies.

Read More

‘Impossible’ locations can be served through precision commercial airdrops, says Joel Ifill, Founder & Chief Executive Officer at DASH Systems, Inc.

Media 7 | April 5, 2022

DASH Systems, Inc.'s Founder and Chief Executive Officer, Joel Ifill, discusses the company's specialization in precision aerial delivery and automated air cargo delivery systems. Read on to learn more about overcoming the “impossible mile.”

Read More

Q&A with Didi Horn, Chief Executive Officer at SkyX

Media 7 | July 13, 2021

Didi Horn, Chief Executive Officer at SkyX, comes with expertise in the world of aviation, aerospace, and drones. Serving with the Air Force for nearly a decade (2006-2015), as both a captain and drone pilot, Didi's work in drone operations has given him profound insight into the capabilities of these unmanned systems.

Read More

Q&A with Sangram Vajre, Co-founder & Chief Evangelist at Terminus

MEDIA 7 | January 9, 2020

Sangram Vajre, Co-Founder & Chief Evangelist at Terminus is also an author and host of the podcast FlipmyFunnel. He is one of the leading minds in B2B marketing. MEDIA 7: What are you passionate about? SANGRAM VAJRE: Three things: Lead professionally. Grow personally. Love family. M7: Terminus has been recognized as one of Georgia’s 40 fastest-growing companies by ACG Atlanta. What factors contribute to this pace? SV: One of our core values is #OneTeam – which means we think and act as one team and know that if we treat our team right, they will treat our customers amazing. There are no great companies, only great people that make those companies.

Read More

Related News

Aviation Technology

Supernal, Hyundai WIA and Mecaer Aviation Group Partner to Accelerate eVTOL Landing Gear Development

PR Newswire | October 19, 2023

Supernal, Hyundai Motor Group's (HMG) Advanced Air Mobility (AAM) company, Hyundai WIA, a global automotive and aerospace parts manufacturer and Mecaer Aviation Group, an Italy-based global aeronautical company, announced today a partnership to design and manufacture landing gear systems for electric vertical takeoff and landing (eVTOL) vehicles. Hyundai WIA specializes in mass manufacturing and precision machine tools, while Mecaer is experienced in designing and building aerospace-grade landing gear systems. The three partners are collaborating to improve the safety and overall performance of eVTOL vehicles by addressing weight, structural efficiency, energy absorption and electronic system integration in the landing gear design and manufacturing process. "Our collaboration with Hyundai WIA and Mecaer is a testament to Supernal's commitment to innovation and the highest standards of safety, design and manufacturing for Advanced Air Mobility," said Jaiwon Shin, president of Hyundai Motor Group and CEO of Supernal. "This partnership unites our collective strengths and expertise to deliver aerospace-grade eVTOL landing gear in record time and ensure their scalability and sustainability. These types of automotive and aerospace strategic alliances are key to the growth and success of our emerging industry." The partnership is critical to Supernal's efforts to pioneer high-scale production processes that will meet future demands of the AAM industry. The collaboration will support the business model—and streamline manufacturing—by incorporating state-of-the-art materials and efficient assembly technologies. "Hyundai WIA looks forward to leveraging our expertise from the automotive industry in large-scale parts manufacturing for the benefit of Supernal's upcoming eVTOL aircraft," said Jae-Wook Jung, president and CEO of Hyundai WIA. "We foresee significant potential to help demonstrate how cross-industry efficiencies can address enduring supply chain challenges, as well as the potential created by a new category of civil aviation." "We are especially proud to announce our participation in this industry-leading strategic partnership and to have teamed with Supernal and Hyundai WIA to design, develop and manufacture a fully integrated wheeled landing gear for the Advanced Air Mobility company's eVTOL vehicle," said Bruno Spagnolini, CEO, Mecaer. "We are extremely appreciative of the trust Supernal has shown in the ability of the Mecaer and Hyundai WIA team to produce and innovate its landing gear system." Supernal, Hyundai WIA and Mecaer held a signing ceremony for the partnership at the Seoul Air Show on October 18.

Read More

Aviation Technology

BETA Technologies picks Garmin for its all-electric aircraft

Aerospace Manufacturing and Design | October 10, 2023

Garmin has a long-term agreement to provide the state-of-the-art Garmin G3000 integrated flight deck to BETA Technologies for its CX300 electric fixed-wing aircraft and A250 electric vertical takeoff and landing (eVTOL) aircraft. The conventional fixed wing CX300 aircraft and A250 eVTOL aircraft are designed to enable a diverse range of missions and operations including short-haul transport operations for military, cargo, medical, and passenger applications – all with zero emissions and lower operational costs. BETA intends to enter into service as early as 2025 with its ALIA CTOL (CX300), and as early as 2026 with its ALIA VTOL (A250). "We've been strategically working with BETA for several years in their effort towards bringing a sustainable aviation solution to the market. It's an honor to have our integrated flight deck chosen for the revolutionary A250 and CX300 aircraft and we are thrilled to be part of BETA's mission to grow the electric aviation market," said Phil Straub, Garmin executive vice president & managing director, Aviation. Garmin's integrated flight deck boasts vibrant high-resolution flights displays and the latest communication, navigation, surveillance air traffic management (CNS/ATM) based on a lightweight and highly flexible open system architecture design enabling a seamless integration with BETA's flight control, propulsion, and battery management systems. Garmin's flexible architecture and agile development process enables BETA to leverage the latest in flight deck technologies while seamlessly integrating BETA's innovative fly-by-wire system and human machine interface designs for electric propulsion and novel operations in an eVTOL aircraft. "Garmin is widely recognized as the leader in avionics, we're excited to be able to bring this familiar and time-tested experience to our customers. It's gratifying to have the support of this legacy aerospace company as we look to bring our electric aircraft to market. They've been a true strategic collaborator as we work together to develop the next era of sustainable aviation," said Kyle Clark, BETA founder and CEO. Garmin International Inc. is a subsidiary of Garmin Ltd. which is incorporated in Switzerland. Its principal subsidiaries are in the United States, Taiwan, and the United Kingdom. Garmin and G3000 are registered trademarks of Garmin Ltd. or its subsidiaries.

Read More

Aviation Technology

Eviation announces Letter of Intent with flyVbird for 25 Alice All-Electric commuter aircraft

PR Newswire | October 17, 2023

Eviation Aircraft, a leading manufacturer of all-electric aircraft, today announced that flyVbird, an emerging on-demand regional airline, has signed a Letter of Intent (LOI) for 25 Alice aircraft, with options for a further 25. flyVbird is committed to enhancing connectivity in rural areas where it will use smaller, more accessible airports. The airline is driven by unique algorithms to deliver on-demand air travel to routes passengers want to fly. It plans to secure its own Air Operator Certificate to utilize Alice for decentralized and sustainable travel across Europe, connecting unconnected or underserved communities worldwide and delivering carbon-free, cost effective, convenient air travel. Leading the Electric Revolution The nine-seater Alice is the world's first flight-tested all-electric commuter aircraft. Built from a clean-sheet design, the Alice produces zero emissions and costs significantly less to operate per flight hour compared with light jets or regular turboprops. It is powered by two magni650 electric propulsion units developed by magniX, the global industry leader in flight-proven electric propulsion systems. "The European Union is moving forward with ambitious new rules aimed at decarbonizing the aviation industry," said Eddie Jaisaree, Vice President, Commercial Sales at Eviation. "The Alice is the innovative and beautifully designed aircraft needed to lead aerospace's transition to net zero carbon emissions. We are very pleased to partner with flyVbird in the future of flight." "The fact that Alice is a zero-carbon, quiet, low operational cost aircraft makes it the perfect solution for flyVbird to deliver clean, on-demand regional travel across Europe into the next decade and beyond," said Anton Lutz, CEO of flyVbird, at the Routes World 2023 Conference in Istanbul. "Through our unique AI-driven approach, we will offer direct alternatives to typical hub-and-spoke operations and Alice will play a critical role." About Eviation Aircraft Based in Washington State, U.S., Eviation Aircraft Inc. develops and manufactures electric aircraft to delight operators and passengers with green, cost efficient and convenient regional transportation. Its electric propulsion units, high-energy-density batteries, mission-driven energy management, and innovative airframe are designed from the ground up for electric flight. Please visit us at www.eviation.com. About flyVbird flyVbird GmbH (formerly flyvirtual.global UG) is an emerging regional airline headquartered in Germany. In lieu of a traditional hub-and-spoke network, flyVbird's airline model is an AI-backed carrier that will use algorithms to schedule flights based on paid bookings. Its focus will be on serving regional airports to offer a faster and more convenient alternative to traditional transport methods.

Read More

Aviation Technology

Supernal, Hyundai WIA and Mecaer Aviation Group Partner to Accelerate eVTOL Landing Gear Development

PR Newswire | October 19, 2023

Supernal, Hyundai Motor Group's (HMG) Advanced Air Mobility (AAM) company, Hyundai WIA, a global automotive and aerospace parts manufacturer and Mecaer Aviation Group, an Italy-based global aeronautical company, announced today a partnership to design and manufacture landing gear systems for electric vertical takeoff and landing (eVTOL) vehicles. Hyundai WIA specializes in mass manufacturing and precision machine tools, while Mecaer is experienced in designing and building aerospace-grade landing gear systems. The three partners are collaborating to improve the safety and overall performance of eVTOL vehicles by addressing weight, structural efficiency, energy absorption and electronic system integration in the landing gear design and manufacturing process. "Our collaboration with Hyundai WIA and Mecaer is a testament to Supernal's commitment to innovation and the highest standards of safety, design and manufacturing for Advanced Air Mobility," said Jaiwon Shin, president of Hyundai Motor Group and CEO of Supernal. "This partnership unites our collective strengths and expertise to deliver aerospace-grade eVTOL landing gear in record time and ensure their scalability and sustainability. These types of automotive and aerospace strategic alliances are key to the growth and success of our emerging industry." The partnership is critical to Supernal's efforts to pioneer high-scale production processes that will meet future demands of the AAM industry. The collaboration will support the business model—and streamline manufacturing—by incorporating state-of-the-art materials and efficient assembly technologies. "Hyundai WIA looks forward to leveraging our expertise from the automotive industry in large-scale parts manufacturing for the benefit of Supernal's upcoming eVTOL aircraft," said Jae-Wook Jung, president and CEO of Hyundai WIA. "We foresee significant potential to help demonstrate how cross-industry efficiencies can address enduring supply chain challenges, as well as the potential created by a new category of civil aviation." "We are especially proud to announce our participation in this industry-leading strategic partnership and to have teamed with Supernal and Hyundai WIA to design, develop and manufacture a fully integrated wheeled landing gear for the Advanced Air Mobility company's eVTOL vehicle," said Bruno Spagnolini, CEO, Mecaer. "We are extremely appreciative of the trust Supernal has shown in the ability of the Mecaer and Hyundai WIA team to produce and innovate its landing gear system." Supernal, Hyundai WIA and Mecaer held a signing ceremony for the partnership at the Seoul Air Show on October 18.

Read More

Aviation Technology

BETA Technologies picks Garmin for its all-electric aircraft

Aerospace Manufacturing and Design | October 10, 2023

Garmin has a long-term agreement to provide the state-of-the-art Garmin G3000 integrated flight deck to BETA Technologies for its CX300 electric fixed-wing aircraft and A250 electric vertical takeoff and landing (eVTOL) aircraft. The conventional fixed wing CX300 aircraft and A250 eVTOL aircraft are designed to enable a diverse range of missions and operations including short-haul transport operations for military, cargo, medical, and passenger applications – all with zero emissions and lower operational costs. BETA intends to enter into service as early as 2025 with its ALIA CTOL (CX300), and as early as 2026 with its ALIA VTOL (A250). "We've been strategically working with BETA for several years in their effort towards bringing a sustainable aviation solution to the market. It's an honor to have our integrated flight deck chosen for the revolutionary A250 and CX300 aircraft and we are thrilled to be part of BETA's mission to grow the electric aviation market," said Phil Straub, Garmin executive vice president & managing director, Aviation. Garmin's integrated flight deck boasts vibrant high-resolution flights displays and the latest communication, navigation, surveillance air traffic management (CNS/ATM) based on a lightweight and highly flexible open system architecture design enabling a seamless integration with BETA's flight control, propulsion, and battery management systems. Garmin's flexible architecture and agile development process enables BETA to leverage the latest in flight deck technologies while seamlessly integrating BETA's innovative fly-by-wire system and human machine interface designs for electric propulsion and novel operations in an eVTOL aircraft. "Garmin is widely recognized as the leader in avionics, we're excited to be able to bring this familiar and time-tested experience to our customers. It's gratifying to have the support of this legacy aerospace company as we look to bring our electric aircraft to market. They've been a true strategic collaborator as we work together to develop the next era of sustainable aviation," said Kyle Clark, BETA founder and CEO. Garmin International Inc. is a subsidiary of Garmin Ltd. which is incorporated in Switzerland. Its principal subsidiaries are in the United States, Taiwan, and the United Kingdom. Garmin and G3000 are registered trademarks of Garmin Ltd. or its subsidiaries.

Read More

Aviation Technology

Eviation announces Letter of Intent with flyVbird for 25 Alice All-Electric commuter aircraft

PR Newswire | October 17, 2023

Eviation Aircraft, a leading manufacturer of all-electric aircraft, today announced that flyVbird, an emerging on-demand regional airline, has signed a Letter of Intent (LOI) for 25 Alice aircraft, with options for a further 25. flyVbird is committed to enhancing connectivity in rural areas where it will use smaller, more accessible airports. The airline is driven by unique algorithms to deliver on-demand air travel to routes passengers want to fly. It plans to secure its own Air Operator Certificate to utilize Alice for decentralized and sustainable travel across Europe, connecting unconnected or underserved communities worldwide and delivering carbon-free, cost effective, convenient air travel. Leading the Electric Revolution The nine-seater Alice is the world's first flight-tested all-electric commuter aircraft. Built from a clean-sheet design, the Alice produces zero emissions and costs significantly less to operate per flight hour compared with light jets or regular turboprops. It is powered by two magni650 electric propulsion units developed by magniX, the global industry leader in flight-proven electric propulsion systems. "The European Union is moving forward with ambitious new rules aimed at decarbonizing the aviation industry," said Eddie Jaisaree, Vice President, Commercial Sales at Eviation. "The Alice is the innovative and beautifully designed aircraft needed to lead aerospace's transition to net zero carbon emissions. We are very pleased to partner with flyVbird in the future of flight." "The fact that Alice is a zero-carbon, quiet, low operational cost aircraft makes it the perfect solution for flyVbird to deliver clean, on-demand regional travel across Europe into the next decade and beyond," said Anton Lutz, CEO of flyVbird, at the Routes World 2023 Conference in Istanbul. "Through our unique AI-driven approach, we will offer direct alternatives to typical hub-and-spoke operations and Alice will play a critical role." About Eviation Aircraft Based in Washington State, U.S., Eviation Aircraft Inc. develops and manufactures electric aircraft to delight operators and passengers with green, cost efficient and convenient regional transportation. Its electric propulsion units, high-energy-density batteries, mission-driven energy management, and innovative airframe are designed from the ground up for electric flight. Please visit us at www.eviation.com. About flyVbird flyVbird GmbH (formerly flyvirtual.global UG) is an emerging regional airline headquartered in Germany. In lieu of a traditional hub-and-spoke network, flyVbird's airline model is an AI-backed carrier that will use algorithms to schedule flights based on paid bookings. Its focus will be on serving regional airports to offer a faster and more convenient alternative to traditional transport methods.

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