7. Content as a Product
About the Class
Developing a management plan of content is not just about launching a temporary campaign. It’s about managing and delivering value over time. Becoming focused allows us to know what the best next experience is going to be. This class is about how to develop the owned media experiences that serve as the waypoints on our customer’s journey.
- Module: Product Development of Content (15 Mins)
Reframes content as a product—not a project. Helps students understand how to design owned media experiences that earn trust, build loyalty, and deliver long-term value. - Module: Designing the Content Product (15 Mins)
Walks through how to structure a content product based on audience insight, customer journey stage, and focus value. Guides students in mapping purpose to platform. - Module: Gating Content in 2025 (12 Mins)
Explores the modern dynamics of gated versus open content. Introduces the Three Laws of Audience Motion and offers strategic guidance on when and why to gate. - Multi-Channel Distribution (Beyond PESO) (37 Mins)
Updates the multi-channel destinations of content with what’s going on in Zero-Click and AI-Search so that we can rethink the distribution of our content in today’s modern world. Teaches how to plan and measure integrated content distribution in today’s fractured attention economy.
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