Episode Summary:

Phil Gerbyshak sits down with Robert Rose, a notable figure in content marketing, to discuss the intricacies of building and utilizing a brand's voice. Rose shares insights from his grandfather, aligning personal anecdotes with professional wisdom, and delves into the evolution of content marketing in the age of AI.

Key Points Discussed:

• Grandfather's Advice: Rose credits his grandfather for impactful life advice, particularly "negotiate for what you want, not what you think you can get."
• Career Transition: From aspiring rockstar to a content marketing strategist, Rose discusses how his career shift retained the core essence of his passions.
• Content and AI: The balance between AI's capabilities and the uniqueness of human creativity in content creation.
• Defining Brand Voice: Importance of a cohesive, well-defined brand voice across various company departments.
• Content Strategy and Coordination: Emphasizing the need for a coordinated approach in content creation and marketing efforts.
• Audience Engagement: Strategies to maintain audience attention and effectively guide them through a content journey.
• Future of Marketing: The evolving landscape of marketing technology and the growing importance of specialized skills in the field.

Notable Quotes:

• "Negotiate for what you want, not what you think you can get."
• "What experience have you created for somebody today?"
• "The only way to differentiate against AI is to become more of who you are today."
• "90% of a great content strategy has nothing to do with the content you create but how you coordinate your communication."

Conclusion:

Robert Rose emphasizes the significance of a well-defined brand voice and the critical role of content in shaping customer experiences. He advocates for specialized expertise in marketing and the necessity of adapting to evolving technologies while maintaining the human element in content creation.

Additional Resources:

• Robert Rose's Book: "Content Marketing Strategy: How to Harness the Power of Your Brand's Voice" - koganpage.com (Use code: KOGENPAGE20 for a discount)
• Content Advisory: contentadvisory.net