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Q&A with Robert Rose, Founder and Chief Strategy Officer at The Content Advisory

Robert Rose, Founder and Chief Strategy Officer of The Content Advisory has worked with more than 500 companies, including 15 of the Fortune 100 and provided marketing advice and counsel for global brands such as Facebook, Capital One, Dell, Ernst & Young, Microsoft, Thomson Reuters, etc.

Robert is also an early-stage investor and advisor to a number of technology startups, apart from being a featured keynote speaker and workshop teacher at technology and marketing events around the world.

MEDIA 7: If we were talking a year from now celebrating what a great 12 months it’s been for you in this role, what would you have achieved?
ROBERT ROSE: We’re on a path to double the size of our business in the next 12 months. We’ve been quite blessed to work with some of the greatest brands on the planet, to help them sort out their content operations and strategy. So, a great year from us is continuing to work with more and more, and different, types of enterprises – while we increase our capacity to deliver the smartest content strategy and education.

M7: In what way is The Content Advisory transforming marketing practices and accelerating the strategic content marketing shift?
RR: Given our experience, and the number of companies we’ve worked with over the last 7 years, we’ve got a unique perspective on what works in content marketing.  We’ve watched as Content Marketing has gone from this “nice-to-have” addition to demand generation and SEO, to a must-have, strategic function for adding overall value to the business. In other words, we’ve watched content marketing go from marketing tactic, to business strategy. The frameworks (which is really the output of our unique perspective) for setting a foundational operation model for content, along with how to create the teams, the governance and the measurement strategies are what set us apart for our clients’ success.


"Content Marketing has gone from this “nice-to-have” addition to demand generation and SEO, to a must-have, strategic function for adding overall value to the business."

M7: With more than 8 years of content marketing experience, what is the paradigm shift you see in content marketing practices today?
RR: The biggest shift we see is how content is becoming a strategic business operation, in much the same way as accounting, legal, or R&D. “Content” used to be the thing that was everybody’s job, and nobody’s strategy. Today, because content is such a core output of any business, it has to be treated with the same strategic rigor as any other function in the business. As I’ve said before, we all perform levels of “accounting” in our business. We fill out expense sheets, turn in profit and loss reports, utilize budgets, etc… But we don’t do these things in just any way we like. We conform to a centralized approach to the function of accounting.  The same is true in content.  The companies that are succeeding with content have shifted their approach to the practice to make it a strategic function in the business.

M7: How does strategic consulting help businesses in building passionate, trustworthy audiences for their brands?
RR: Well it doesn’t to be honest. It’s very easy to get caught into the classic consulting trap of some kind of “magic button”. As we’re the first to say, we’re not here to tell your story – we’re just here to help you tell it a little better.  Our goal is to help marketing leaders understand the steps – the road map – to building these valuable audiences.  It will be up to them and their team to continually apply what we can instill to engage them, and keep them loyal over time.


"Great customer experiences, continually deliver value to consumers. At the heart of each of those experiences is content – it is what drives every experience."

M7: In what way does the strategic use of content create better customer experiences for any enterprise?
RR: The main value I would use is the word “trust���. Great customer experiences, continually deliver value to consumers. The first time I meet a customer I deliver a little bit of value. The second time, I deliver a little more value. The third time, a little more value.  Eventually, I’m delivering enough value through the experience that the customer wants to pay for what comes next and – if designed well – that next experience is the product/service I have in the market place. 
But at the heart of each of those experiences is content – it is what drives every experience. So, we must have a connected, central, and holistic manner of managing our communication within those experiences.  This is why a content strategy is so important.

M7: As a content strategy expert, what is the advice that you would like to give to present marketers for delivering effective content-driven experiences?
RR: Focus on the experience, not the asset.  No matter where you are on your journey, stop producing assets – and start producing a “center of gravity” of content.  You might call it a resource center, or a hub, or a blog, or a magazine, or an event, or whatever.  But stop producing random assets that are used only as bait for random marketing campaigns, and start producing content against an editorial theme that will connect together across a platform that builds an audience.  Now, that doesn’t mean that the assets that you create can’t be used to support random campaigns – but in order to produce multiple lines of value, the content must start working harder – and when you have a platform, the next piece you create will work harder for you because the previous one (that is connected in some way) exists.


"Focus on the experience, not the asset.  No matter where you are on your journey, stop producing assets – and start producing a “center of gravity” of content."

M7: When did you start working and what was it?
RR: I started working in marketing in the mid 1990s in the television industry.  I worked for Showtime Networks in their marketing department.

ABOUT THE CONTENT ADVISORY

Content is everything the business creates in order to communicate. In today’s world, the way we communicate is the only thing that separates us from the next: The next click, the next competitor, the next answer. But mastering content is not simply a creative, business process, or technological challenge. It is both emotional and logical. It is a cultural transformation. It is a fundamental shift in the way we create, collaborate, and collect insight on every communication.

TCA – The Content Advisory is a consulting and training company; blending the art and science of intelligent content to help today’s modern business communication’s strategy.

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Traverse will prepare students for civic engagement beyond their classrooms by using a standards-backed, inquiry-based approach to learning. It aligns with the College, Career, and Civic Life (C3) Framework and state standards, providing teachers with a cohesive instructional social studies program for grades 6-12. The Traverse Solution Traverse is authored by renowned educators Kathy Swan and Sam Wineburg, and designed by Imagine Learning’s development group, the same team that created the award-winning ELA program StudySync. Its digital-first instructional design allows districts to easily support changing curriculum standards with adaptable courses that are built with powerful media and interactives. Through a combination of video, activities, and tools, Traverse leverages interactive media to enhance engagement in instruction. Aligned to the C3 Framework, Traverse prepares students for college, career, and civic life by connecting the lessons to real-life social issues. Students are further supported through active learning and are encouraged to collaborate with their peers and find answers themselves through careful and critical study of the standards-based resources provided. As part of its modern, new approach to social studies, Traverse: Maximizes student learning by focusing only on the content standards teachers are expected to teach. Enables students to critically evaluate issues, both inside and outside the classroom. Blends technology and multimedia to empower learners. Supports teachers in facilitating an equitable learning environment by providing the necessary resources to create personalized learning experiences. Includes Imagine Learning’s exceptional digital and print implementation support and toolkits that work with districts according to their needs. Offers varied modalities for lessons and is compatible with multiple devices. Traverse is the latest digital-first curriculum to be added to Imagine Learning’s core product line, joining Imagine Learning Illustrative Mathematics, Twig Science, and Imagine Learning EL Education. It is available for U.S. History: Beginnings to the Civil War; U.S. History: Reconstruction to the Present; World History: Beginnings to the Reformation; World History: Emergence of the Modern World to the Present; World Geography; U.S. Government; and Economics. For more information on Traverse, visit www.imaginelearning.com/traverse. About Imagine Learning Every classroom, every student is bursting with potential. That’s why we pursue relentless innovation at the intersection of technology, people, and curricula. Imagine Learning creates K–12 digital-first solutions fueled by insights from educators, working alongside educators to support 15 million students in over half of the districts nationwide. Our core portfolio includes Twig Science®, Imagine Learning Illustrative Mathematics®, and Imagine Learning EL Education®. Our robust supplemental and intervention suite equips learners with personalized instruction for English and Spanish literacy, math, coding, and more. Imagine Edgenuity™ is our flagship courseware solution, complemented by Imagine School Services’ Certified Teachers. Imagine Learning. Empower potential. Learn more: imaginelearning.com.

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Continuing Education

Ellucian Partners with Portare Solutions to Accelerate SaaS Transformation of UK and Ireland Higher Education Institutions

PR Newswire | October 05, 2023

Ellucian, the leading higher education technology solutions provider, today announced a strategic partnership with Portare Solutions, a leading change management consultancy in the United Kingdom with more than 32 years of experience, to accelerate, support and enhance the transition to Software as a Service (SaaS) student information systems for higher education institutions in the UK and Ireland. Portare Solutions has extensive experience in leading change associated with student information system projects, and has designed a framework with Ellucian to focus on cultural change. It will play a pivotal role in transforming institutions' business processes to ensure they make the most out of new technology solutions, supporting staff in adapting the way they work and de-risking projects. We're thrilled to partner with Portare Solutions, a standout leader in change management support. Their expertise and unique approach will play a crucial role in managing the change associated with student information system SaaS projects, said Jeff Dinski, Chief Strategy and Corporate Development Officer, Ellucian. This partnership underscores our commitment to providing the best possible service to our customers, helping them navigate transformation, support their staff, and get the most out of their technology investment. "We are delighted to partner with Ellucian, a global leader in higher education SaaS solutions, to help institutions achieve their goals," said Krissi Sanft, Co-Founder and Managing Director, Portare Solutions. "This partnership is a natural fit, as we share a common vision for the future of higher education. We are confident that together, we can make a real difference in the lives of students and faculty." "Through the partnership, Ellucian and Portare Solutions will together provide institutions with the tools and resources they need to leverage the best from new technologies," added Tilden Lamb, Co-Founder and Managing Director, Portare Solutions. For more information about Portare Solutions, visit: https://portaresolutions.com/. For more information on Ellucian solutions, visit: https://www.ellucian.com/ or contact matt.searles@ellucian.com About Portare Solutions Portare Solutions is a leader in change and transformation helping organisations to mature change capability and management processes to enable strategic evolution. We are committed to tangibly assisting our clients to achieve the best results and put strategic initiatives into action. Everything we do is centred around change and transformation and we have significant experience in the implementation of education technology in the higher education sector. As well as this, we support our clients across a number of connected business areas including business technology and data strategy, organisational design and operating model, portfolio and programme design and delivery, change as a service, assurance services and we can help to build flexible and permanent skill sets and teams. We work through partnership and we live by our values; trust, integrity and transparency. About Ellucian Ellucian powers innovation for higher education, partnering with more than 2,900 customers across 50 countries, serving 22 million students. Fueled by decades of experience with a singular focus on the unique needs of learning institutions, the Ellucian platform features best-in-class SaaS capabilities and delivers insights needed now and into the future. These solutions and services span the entire student lifecycle, including data-rich tools for student recruitment, enrollment, and retention to workforce analytics, fundraising, and alumni engagement. Ellucian's innovative solutions, vast ecosystem of partners and user community of more than 45,000 provides best practices leading to greater institutional success and achieving better student outcomes.

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