1. Welcome: Defining Content Marketing Strategy
About the Class
This program is a culmination of more than a decade of research, work, and personal experiences in deploying both successful and failed content driven marketing strategies for businesses of all sizes.
Companies who have purposely devised a differentiating content marketing strategy have designed, implemented, and measured an approach based on learning best practices. They have built brand and marketing programs around the idea of developing valuable content and operating like a media company – helping them to diversify their ability to consistently reach their consumers.
- Module:Welcome to the Course (8 Minutes)
Sets the stage for the entire course and introduces your instructor, Robert Rose. It outlines the course goals, explains why strategic content marketing matters more than ever in 2025, and previews the journey ahead. - Module: Defining Content Marketing Strategy (9 Minutes)
Explores what content marketing strategy truly means. This module goes beyond buzzwords to define content, marketing, and strategy as a unified system of activities designed to deliver value to both business and audience. - Module: The Business Case for Content Marketing (13 Minutes)
Provides the tools to justify investment in content strategy. It arms marketers with a compelling, strategic argument for why content marketing is a vital, long-term business function—not just a campaign tactic. - Module: The Three Pillars of a Content Marketing Strategy (14 Mins)
Introduces the core framework of the course: the Three Pillars (Communication, Experiences, Operations) and Five Pressure Points. This structure provides a durable foundation for building a content strategy that scales.
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