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.

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GC Powerhouse PCL Construction Chooses Industry-Leading STACK Construction Technologies as Its New Preconstruction Partner

Newswire | September 28, 2023

STACK Construction Technologies, a pioneering cloud-based construction platform, announced today a strategic partnership with PCL Construction, a globally renowned 8 billion-dollar in work per year General Contractor, to optimize PCL’s preconstruction process. PCL supports projects from small renovations to major sports complexes, and their team recognized a more powerful preconstruction solution was needed to support their continued growth and profitability. “As we broaden our capabilities and move further into the GC space, this partnership validates that STACK is a serious player in construction technology,” said Phil Ogilby, CEO and Co-Founder of STACK. “STACK is one of the most intuitive and collaborative preconstruction platforms in existence today. 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They are streamlining their preconstruction processes with STACK’s innovative and hyper-accurate takeoff feature to enhance their estimating capabilities. “As part of a modernization of our estimating solutions, experts within the PCL estimating team did a broad market scan for quantity takeoff solutions,” said Brad Ens, Preconstruction Manager for PCL Construction in Calgary, Alberta. “Our hands-on approach of evaluating several competing products included functional verification that ultimately led us to select STACK as our tool of choice for quantity takeoff.” By leveraging STACK's open API, PCL is able to seamlessly integrate their existing workflow to produce better estimating data. Through the cloud-based platform, PCL will have unparalleled flexibility and accessible data, increasing the precision of estimates, minimizing manual processes, and supporting better-informed decision-making. With over 30 offices across the US, Canada, Australia, and the Caribbean, STACK will also further empower PCL’s team collaboration. “A key decision criterion for PCL was based on the fact that STACK is built on a modern cloud technology platform which enables improved collaboration during the quantity takeoff process,” said Kevin Sundquist, Senior Relationship Manager, Business Technology at PCL Construction. “Equally important, STACK comes with a modern integration layer that allows us to realize efficiencies for our estimators by integrating takeoff into the rest of our estimating solution suite. This cloud-first approach aligns with our overall technology strategy, driving both technology and business efficiencies.” PCL is a powerhouse, consistently in Engineering News-Record’s Top 15 List and boasting a range of projects from San Diego Airport’s International Arrivals Terminal to Major League Soccer’s Los Angeles-based BMO stadium. The partnership between PCL and STACK marks the beginning of an exciting chapter for two of the most innovative companies in construction, where data-driven decision-making and digital solutions are poised to revolutionize preconstruction processes. As industry leaders, both organizations are committed to delivering outstanding results, setting new standards for advancement, and accelerating growth. “PCL has not only recognized us for our comprehensive, hyper-accurate takeoff solution, they’ve also recognized how we partner with them throughout the entire process,” said Raymond DeZenzo, CFO of STACK. “STACK is a true partner. 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EXP announces new Northern Ontario Engineering Sector

GlobeNewswire | October 12, 2023

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Read More

Engineering Tech

YOUNG & Associates Acquires IN-Line Consulting, LLC

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Property and claims consultants YOUNG & Associates (YA), has acquired the claims and engineering company IN-Line Consulting, LLC. Founded by Matt Watson and Mark Lively more than 16 years ago, IN-Line was formed to manage the consulting work offered by a full-service restoration company operating primarily in the Southeast United States. The move strengthens YA's footprint in that part of the country, solidifying the company's role as a national and international leader. IN-Line will operate as a subsidiary of YA and its day-to-day operations will continue to be directed by the existing IN-Line leadership team. The company's management and support teams also will remain in place. "This partnership with IN-Line is a significant step forward in growing our professional service offerings," said Wade Bushman, YA's CEO. "We appreciate IN-Line's diverse base of technical experts, exceptional customer service track record, shared cultural values, and employee-first workplace model. They are a natural addition to the YA team." IN-Line President Matt Watson explained joining forces with YA allows the company to better serve clients by broadening its resource base and expanding its capabilities nationally and internationally. The move also offers new avenues for personal and professional growth for IN-Line's employees. "Since our inception, we have focused on building a great team and culture that can best serve the wide-ranging needs of our clients," Watson said. "Now, with YA's resources and platform, we are well positioned to carry that commitment into the future." ABOUT YOUNG & ASSOCIATES YOUNG & Associates (www.youngonline.com) is a property consulting firm providing building damage assessments, forensic and investigative consulting services to the insurance industry, public and private sector clients. YA was founded in 1997 by Ray and Linda Young on the core values of knowledge, integrity, and professionalism. Through its 26 years, YA's range of property damage services has expanded, developing a broader client base, and growing the team to almost 600 staff strategically located across the U.S. and internationally. ABOUT IN-LINE CONSULTING, LLC IN-Line Consulting, LLC (www.inline.us) is a national construction consulting firm specializing in property damage restoration and reconstruction recommendations for all phases of construction. Historically, IN-Line has been engaged on large, complex losses which require the technical diversity, expertise, and experience unique to our team of professionals. IN-Line's principal services include the preparation of comprehensive and market-specific construction estimates, as well as detailed and practical scopes of reconstruction. IN-Line's other competencies include but are not limited to: cost of repair audits; on-site clerking; code reviews; construction schedule analysis; production efficiency and economy analysis; forensic engineering; and construction defect analysis.

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 ...

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