Content: The Show That Never Closes

Friday, October 2 — 10:00am-10:30am

Robert Rose
Chief Strategy Officer
Content Marketing Institute

There is no such thing as a neutral experience with content. Every communication a business creates is a customer experience that either creates a positive or negative impact. This means ALL content is marketing content. The challenge is that business content is almost universally created as a campaign, through the lens of marketing, advertising, public relations and corporate communications. This is what must change. Content-driven experiences must be created differently — as a strategic asset, as a product — not as a campaign. Campaigns plan for launch; products are planned for life. Robert will talk about how tomorrow’s successful brands can learn to not just plan for the launch, but plan for the successful journey. Let's not only think about how the show opens; let's think about how it keeps audiences leaning forward all the way through – and keeps them coming back for more. Content is a show that never closes.

About

A recognized expert in content marketing strategy, digital media, and the social Web, Robert Rose, the Chief Strategy Officer for the Content Marketing Institute, innovates creative and technical strategies for a wide variety of clientele. He’s helped large companies such as AT&T, Fairchild Semiconductor, KPMG and Nissan tell their story more effectively through the Web. And, he’s worked to strategize digital marketing efforts for entertainment and media brands such as Dwight Yoakam, Nickelodeon, and NBC. Robert lives and plays in Los Angeles, California, with his beautiful wife Elizabeth and their Golden Doodle Daisy.