5. Standards, SEO, and Modern Guidelines
About the Class
- Module: Developing Standards (15 Minutes)
Explains how to create editorial guidelines, process documentation, and content standards that scale. Positions standards as a cultural foundation that enables consistency without rigidity. - Module: Modern SEO (2025 Edition)(15 Minutes)
Covers how search has evolved into a multi-platform, AI-powered ecosystem. Teaches strategy-first approaches to SEO that prioritize visibility, relevance, and trust.
About the Instructor
Robert Rose
Chief Content Advisor, Content Marketing Institute
Robert Rose is the chief troublemaker at Seventh Bear, where he helps marketing teams break free from stale routines, rediscover their creativity, and make an impact that actually matters. He’s been called a strategist, an innovator, and—by at least one former boss—“a dangerous amount of fun.”
Since 2010, Robert has served as the Chief Strategy Advisor at the Content Marketing Institute, where he helped shape it into the world’s leading content marketing education and training organization. Over the past decade, he’s worked with more than 500 teams — from Salesforce and SAP to Roche, Capital Group, and Adidas — helping them balance the art and science of modern marketing.
He’s the author of several books on marketing and creativity, including his latest, Valuable Friction: How to Deliberately Stand Out in a World Obsessed with Speed. And Robert’s master class is the American Marketing Associations’ certification course for Content Marketing Strategy.
You can connect with Robert on LinkedIn or follow him on Threads @RobertRose.