Finding Story
About the Course
Every brand has a voice and while the voice belongs to the brand, the stories it tells may not actually be about the brand. The brand story is different from the brand’s stories, namely the content marketing stories created to support the brand. This creates a struggle for content marketers as a company’s value statements may not be something that can be used as the foundation of the story.
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