2. Building Strategic Purpose
About the Class
Modern marketing is reaching, moving, and building audiences to drive profitable action. It is infused into our overall marketing strategy. As Artificial Intelligence now propels us into another major shift, we examine the context of other fundamental shifts to the paradigm of marketing and how content fits in. We’ll see how the practice of modern marketing is evolving again and how content operations (like that of a media company) is at the center of this new evolution.
- Module: The Evolution of Marketing Into A Content Driven Approach (15 Minutes)
We’ll examine how marketing has changed in recent decades and how content fits into this evolution. Highlights how content can drive value throughout the entire customer experience. - Module: Modern Marketing Strategic Planning (25 Minutes)
We’ll review how to develop strategic insight through a marketing intelligence system. Covers external trends, internal constraints, market sizing, and competitive intelligence.
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