The Content Product
About the Course
The experiences that we create for Content Marketing should be treated like products. Each one should have a specific purpose and a focus. In this module we unpack the four steps to a great product-focused Content Marketing approach, and how they align with our customer’s journey and how we can begin to organize our platform with purpose and focus.
About the Instructor
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.