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7. Content Product Development

CMI x AMA Curriculum

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: Content Product Planning Don’t Start With Why (15 Mins) 
    How we need to shift our mindset for developing a content product – from our Customer’s Why – not from our Why.
  • Module: Setting Marketing Goals for Every Content Experience (20 Mins) 
    How to map experiences to the customer’s journey and establish the right kind of purpose and focus for your efforts.
  • Module: Gating Content and Three Laws of Audience Motion (15 Mins) 
    How to think about gating content – and how it aligns to your overall purpose.
  • Module: Developing the Modern Multichannel Plan for Promotion (20 Minutes) 
    Creating and activating a modern media plan for content across multiple channels including paid, earned and owned.
  • Case Study and Exercise: (10 Mins) 
    A review of where we are with our ongoing case study and an exercise to begin your own multichannel media plan.

About the Instructor

Robert Rose

Chief Content Advisor, Content Marketing Institute

Robert is the founder and Chief Strategy Officer of The Content Advisory – the consulting and advisory group of The Content Marketing Institute. As a coach and strategist, Robert has worked with marketers at more than 500 companies including global brands such as adidas, Roche, Salesforce, NASA, and Hilton. 

Robert is the author of four books. His latest, Content Marketing Strategy, was published by Kogan Page in September 2023, and was called “a rich and much-needed understanding of content marketing” by Professor Philip Kotler. Robert is also an early-stage investor and advisor to a number of technology startups, serving on the advisory boards of a number of companies, such as DivvyHQ, and BrandLens.