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

MEDIA 7 | August 19, 2019

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.

More C-Suite on deck

Q&A with Darcy Shapiro, Chief Operating Officer, Americas at Cover Genius

Media 7 | May 17, 2021

Darcy Shapiro, Chief Operating Officer, Americas at Cover Genius is a leader in the Americas region of a global Insuretech company with a demonstrated history of working in many facets of the insurance and technology industries. She is skilled in product development and innovation, portfolio management, underwriting, claims management, process design, compliance, legal, partnerships, strategy and implementation.

Read More

Q&A with Sangram Vajre, Co-founder & Chief Evangelist at Terminus

MEDIA 7 | January 9, 2020

Sangram Vajre, Co-Founder & Chief Evangelist at Terminus is also an author and host of the podcast FlipmyFunnel. He is one of the leading minds in B2B marketing. MEDIA 7: What are you passionate about? SANGRAM VAJRE: Three things: Lead professionally. Grow personally. Love family. M7: Terminus has been recognized as one of Georgia’s 40 fastest-growing companies by ACG Atlanta. What factors contribute to this pace? SV: One of our core values is #OneTeam – which means we think and act as one team and know that if we treat our team right, they will treat our customers amazing. There are no great companies, only great people that make those companies.

Read More

Q&A with Andrea Lechner-Becker, Chief Marketing Officer at LeadMD

MEDIA 7 | December 5, 2019

Andrea Lechner-Becker, Chief Marketing Officer at LeadMD is an experienced Marketing and Sales Executive with a demonstrated history of working in the marketing and advertising industry. Skilled in Business Process, Marketo, Sales, Customer Relationship Management (CRM), and IT Service Management, Andrea is also a strong business development professional and a storyteller. MEDIA 7: What inspired you to get into marketing? ANDREA LECHNER: Frankly, not having better options. I originally attended the University of Wisconsin-La Crosse thinking I’d major in Archaeology. I wanted to be Indiana Jones! But, after visiting the archaeology building – i.e. the cold, dark basement of the science building – where a girl sat to piece together pieces of an old Native American vase, I knew archaeology was not going to be the right path for me. And so, without being good at science and a major in art or art history was unlikely to pay my bills, I decided to go into “business”. I originally registered as a management major, but took my first marketing class and thought it was more interesting and switched my sophomore year. That was pretty much it. I’d never been involved in business classes or DECA in high school – I didn’t really know what to do or what jobs in marketing were even possible. I dumb lucked myself into it really. M7: As a storyteller, do you relate the brand to a story or story to the brand? AL: Both? Neither? I think there are stories in every brand, because there are people working on the brand and people engaging with the brand and people using what the brand creates. People, most often a single person, are at the heart of great stories. You can start with the “point” of the story you’re trying to tell. Say you have a software that help accountants better create reports for board meetings. It’s likely you’ll want to tell a success story about an accountant getting promoted to CFO in part because your software helped better communicate their work product to the board. You could have the idea for that and go looking for that story in your customers. OR, you could hear that story, and say, “That’s amazing!” and share it with customers, partners and internal people. Stories are all around us – the most important thing is to keep your ears and eyes open for finding them.

Read More

Q&A with Darcy Shapiro, Chief Operating Officer, Americas at Cover Genius

Media 7 | May 17, 2021

Darcy Shapiro, Chief Operating Officer, Americas at Cover Genius is a leader in the Americas region of a global Insuretech company with a demonstrated history of working in many facets of the insurance and technology industries. She is skilled in product development and innovation, portfolio management, underwriting, claims management, process design, compliance, legal, partnerships, strategy and implementation.

Read More

Q&A with Sangram Vajre, Co-founder & Chief Evangelist at Terminus

MEDIA 7 | January 9, 2020

Sangram Vajre, Co-Founder & Chief Evangelist at Terminus is also an author and host of the podcast FlipmyFunnel. He is one of the leading minds in B2B marketing. MEDIA 7: What are you passionate about? SANGRAM VAJRE: Three things: Lead professionally. Grow personally. Love family. M7: Terminus has been recognized as one of Georgia’s 40 fastest-growing companies by ACG Atlanta. What factors contribute to this pace? SV: One of our core values is #OneTeam – which means we think and act as one team and know that if we treat our team right, they will treat our customers amazing. There are no great companies, only great people that make those companies.

Read More

Q&A with Andrea Lechner-Becker, Chief Marketing Officer at LeadMD

MEDIA 7 | December 5, 2019

Andrea Lechner-Becker, Chief Marketing Officer at LeadMD is an experienced Marketing and Sales Executive with a demonstrated history of working in the marketing and advertising industry. Skilled in Business Process, Marketo, Sales, Customer Relationship Management (CRM), and IT Service Management, Andrea is also a strong business development professional and a storyteller. MEDIA 7: What inspired you to get into marketing? ANDREA LECHNER: Frankly, not having better options. I originally attended the University of Wisconsin-La Crosse thinking I’d major in Archaeology. I wanted to be Indiana Jones! But, after visiting the archaeology building – i.e. the cold, dark basement of the science building – where a girl sat to piece together pieces of an old Native American vase, I knew archaeology was not going to be the right path for me. And so, without being good at science and a major in art or art history was unlikely to pay my bills, I decided to go into “business”. I originally registered as a management major, but took my first marketing class and thought it was more interesting and switched my sophomore year. That was pretty much it. I’d never been involved in business classes or DECA in high school – I didn’t really know what to do or what jobs in marketing were even possible. I dumb lucked myself into it really. M7: As a storyteller, do you relate the brand to a story or story to the brand? AL: Both? Neither? I think there are stories in every brand, because there are people working on the brand and people engaging with the brand and people using what the brand creates. People, most often a single person, are at the heart of great stories. You can start with the “point” of the story you’re trying to tell. Say you have a software that help accountants better create reports for board meetings. It’s likely you’ll want to tell a success story about an accountant getting promoted to CFO in part because your software helped better communicate their work product to the board. You could have the idea for that and go looking for that story in your customers. OR, you could hear that story, and say, “That’s amazing!” and share it with customers, partners and internal people. Stories are all around us – the most important thing is to keep your ears and eyes open for finding them.

Read More

Related News

CORE INSURANCE,LIFE INSURANCE

The Penn Mutual Life Insurance Company Announces Record Dividend Payout

The Penn Mutual Life Insurance Company | November 25, 2022

The Penn Mutual Life Insurance Company (Penn Mutual), a Fortune 1000 company, is pleased to announce that the company has maintained its dividend scale for 2023 and the Board of Trustees has approved a record $163 million payout to eligible policyholders in 2023. Dividends are a key measure of a mutual company's performance and Penn Mutual has consistently paid dividends to eligible policyholders for nearly 175 years. This announcement extends the company's long track record of delivering strong performance and value to policyholders. "We're proud that our dividend action over the last 20 years remains one of the strongest and most consistent in the industry, This noteworthy achievement, particularly given today's economic uncertainty, reflects our long-term perspective, a shared commitment to upholding the company's financial strength and serving the best interests of our policyholders." -Dave O'Malley, President and CEO About The Penn Mutual Life Insurance Company For more than 175 years, Penn Mutual has been helping people get stronger. Our expertly crafted life insurance is vital to long-term financial health and strengthens people's ability to enjoy every day. Working with our trusted network of financial professionals, we take the long view, building customized solutions for individuals, their families, and their businesses. Penn Mutual supports its financial professionals with retirement and investment services through its wholly-owned subsidiary Hornor, Townsend & Kent, LLC, member FINRA/SIPC.

Read More

CORE INSURANCE

The Standard Partners with Noyo to Modernize the Customer Experience

The Standard and Noyo | October 21, 2022

Standard Insurance Company (The Standard), a leading provider of financial protection products and services for employers and individuals, has entered into a strategic partnership with Noyo. This partnership reinforces The Standard's commitment to digital transformation by bridging member enrollment and eligibility data across benefits technology platforms. The solution will enable faster group connection and processing times, as well as decreasing operational overhead for benefits administration. By incorporating Noyo's capabilities around handling, standardizing, and transmitting data quickly and accurately, The Standard is making it easier for employers to administer their benefits and employee enrollments and reducing data issues that can disrupt coverage. The partnership will provide an enhanced billing experience and access to data, allowing information to pass quickly and seamlessly between stakeholders. “The Standard is making a significant investment in our group insurance business to transform the way we connect with and provide service to our customers, We are investing to deliver a superior outcome for our customers through a unique combination of expertise, caring and digital experience." -Jill Schlofer, second vice president of Implementation and Enrollment for The Standard Key Partnership Benefits Streamlines member maintenance updates including open enrollment, new hires, qualifying life events and demographic and termination changes across all group sizes. Allows brokers to connect clients faster, spend more time advising their clients and less time on administration. Performs member enrollment data audits to ensure eligibility changes are processed quickly and accurately. I am incredibly excited to see an insurance carrier with more than a hundred years of history adopt the technology of the future, We look forward to transforming the way key benefits data is managed and enabling The Standard to focus on their mission to protect the lifestyles of their customers,said Shannon Goggin, CEO at Noyo. About The Standard The Standard is a family of companies dedicated to helping customers achieve financial well-being and peace of mind. In business since 1906, we are a leading provider of financial protection products and services for employers and individuals. Our products include group and individual disability insurance, group life, dental and vision insurance, voluntary (employee-paid) benefits, absence management services, and retirement plans and annuities for employers and individuals. About Noyo Noyo is the modern data infrastructure that makes frictionless employee benefits possible. Founded by leaders in benefits, insurance and API technology, Noyo is the first company transforming the underlying infrastructure of the benefits industry with seamless digital connectivity. With Noyo, crucial benefits data is instantly available anywhere it’s needed, unlocking new possibilities for how benefits are designed and delivered.

Read More

INSURANCE TECHNOLOGY

Oklahoma Farm Bureau Insurance Selects One Inc Digital Payments Platform

One Inc and The Oklahoma Farm Bureau Insurance | November 11, 2022

One Inc, the leading digital payments network for the insurance industry, announced today that Oklahoma Farm Bureau Insurance (OKFB), the largest domestic insurer in Oklahoma, has selected the One Inc digital payments platform to provide both inbound and outbound digital payments. This move will enable OKFB Insurance to adapt quickly to changing market demands and enhance customer service. The integration, which is to be deployed with the Guidewire InsuranceNow all-in-one, cloud-based core system, will enable OKFB Insurance and its users to accept and disburse payments using both ClaimsPay and PremiumPay products from One Inc. OKFB Insurance, known throughout Oklahoma for its excellent customer service and efficient claims assistance, looks to maximize its services to insureds through this partnership with One Inc. The integration will harmonize the company’s payment infrastructure, making payment processes a more cohesive and seamless experience for both inbound, and outbound digital payments. According to Stephanie Helling, vice president of information systems for OKFB Insurance, the implementation will be expedited due to InsuranceNow’s ‘out of the box’ integration into One Inc. Guidewire recently announced One Inc as its strategic partner for payments. "Our integration with One Inc's suite of payments products will help build a strong digital infrastructure for Oklahoma Farm Bureau Insurance to deploy next-generation technology, OKFB Insurance is fully committed to using innovative solutions to monitor and improve the customer experience. Leveraging the One Inc Digital Payments Platform with Guidewire will help us modernize and strengthen our customer relationships and experiences at all stages of the payments process." -Gary Buckner, executive vice president and general manager of OKFB Insurance We applaud OKFB Insurance’s recognition of the advantages in running its business on the One Inc platform, We are humbled by the company’s vote of confidence in our digital payment solutions and capabilities and applaud OKFB’s mission of providing the best service to their customers,said Ian Drysdale, CEO, One Inc. About One Inc One Inc is modernizing the insurance industry through a unified and frictionless payment network. Focusing only on the insurance industry, One Inc helps carriers transform their operations by reducing costs, increasing security, and optimizing customer experience. The comprehensive end-to-end digital payments platform provides expanded payment options, multi-channel digital communications, and rapid digital claim payments, even for the most complex insurance use cases. As one of the fastest growing digital payment platforms in the insurance industry, One Inc manages billions of dollars per year in premiums and claims payments. About The Oklahoma Farm Bureau Insurance Since 1946, OKFB Insurance has worked to protect Oklahomans from the risks they face every day, whether it be home, auto, life, commercial or farm & ranch. With agents in all 77 counties, we are ready to serve our neighbors at a moment’s notice and are committed to helping our members and their families to insure their future.

Read More

CORE INSURANCE,LIFE INSURANCE

The Penn Mutual Life Insurance Company Announces Record Dividend Payout

The Penn Mutual Life Insurance Company | November 25, 2022

The Penn Mutual Life Insurance Company (Penn Mutual), a Fortune 1000 company, is pleased to announce that the company has maintained its dividend scale for 2023 and the Board of Trustees has approved a record $163 million payout to eligible policyholders in 2023. Dividends are a key measure of a mutual company's performance and Penn Mutual has consistently paid dividends to eligible policyholders for nearly 175 years. This announcement extends the company's long track record of delivering strong performance and value to policyholders. "We're proud that our dividend action over the last 20 years remains one of the strongest and most consistent in the industry, This noteworthy achievement, particularly given today's economic uncertainty, reflects our long-term perspective, a shared commitment to upholding the company's financial strength and serving the best interests of our policyholders." -Dave O'Malley, President and CEO About The Penn Mutual Life Insurance Company For more than 175 years, Penn Mutual has been helping people get stronger. Our expertly crafted life insurance is vital to long-term financial health and strengthens people's ability to enjoy every day. Working with our trusted network of financial professionals, we take the long view, building customized solutions for individuals, their families, and their businesses. Penn Mutual supports its financial professionals with retirement and investment services through its wholly-owned subsidiary Hornor, Townsend & Kent, LLC, member FINRA/SIPC.

Read More

CORE INSURANCE

The Standard Partners with Noyo to Modernize the Customer Experience

The Standard and Noyo | October 21, 2022

Standard Insurance Company (The Standard), a leading provider of financial protection products and services for employers and individuals, has entered into a strategic partnership with Noyo. This partnership reinforces The Standard's commitment to digital transformation by bridging member enrollment and eligibility data across benefits technology platforms. The solution will enable faster group connection and processing times, as well as decreasing operational overhead for benefits administration. By incorporating Noyo's capabilities around handling, standardizing, and transmitting data quickly and accurately, The Standard is making it easier for employers to administer their benefits and employee enrollments and reducing data issues that can disrupt coverage. The partnership will provide an enhanced billing experience and access to data, allowing information to pass quickly and seamlessly between stakeholders. “The Standard is making a significant investment in our group insurance business to transform the way we connect with and provide service to our customers, We are investing to deliver a superior outcome for our customers through a unique combination of expertise, caring and digital experience." -Jill Schlofer, second vice president of Implementation and Enrollment for The Standard Key Partnership Benefits Streamlines member maintenance updates including open enrollment, new hires, qualifying life events and demographic and termination changes across all group sizes. Allows brokers to connect clients faster, spend more time advising their clients and less time on administration. Performs member enrollment data audits to ensure eligibility changes are processed quickly and accurately. I am incredibly excited to see an insurance carrier with more than a hundred years of history adopt the technology of the future, We look forward to transforming the way key benefits data is managed and enabling The Standard to focus on their mission to protect the lifestyles of their customers,said Shannon Goggin, CEO at Noyo. About The Standard The Standard is a family of companies dedicated to helping customers achieve financial well-being and peace of mind. In business since 1906, we are a leading provider of financial protection products and services for employers and individuals. Our products include group and individual disability insurance, group life, dental and vision insurance, voluntary (employee-paid) benefits, absence management services, and retirement plans and annuities for employers and individuals. About Noyo Noyo is the modern data infrastructure that makes frictionless employee benefits possible. Founded by leaders in benefits, insurance and API technology, Noyo is the first company transforming the underlying infrastructure of the benefits industry with seamless digital connectivity. With Noyo, crucial benefits data is instantly available anywhere it’s needed, unlocking new possibilities for how benefits are designed and delivered.

Read More

INSURANCE TECHNOLOGY

Oklahoma Farm Bureau Insurance Selects One Inc Digital Payments Platform

One Inc and The Oklahoma Farm Bureau Insurance | November 11, 2022

One Inc, the leading digital payments network for the insurance industry, announced today that Oklahoma Farm Bureau Insurance (OKFB), the largest domestic insurer in Oklahoma, has selected the One Inc digital payments platform to provide both inbound and outbound digital payments. This move will enable OKFB Insurance to adapt quickly to changing market demands and enhance customer service. The integration, which is to be deployed with the Guidewire InsuranceNow all-in-one, cloud-based core system, will enable OKFB Insurance and its users to accept and disburse payments using both ClaimsPay and PremiumPay products from One Inc. OKFB Insurance, known throughout Oklahoma for its excellent customer service and efficient claims assistance, looks to maximize its services to insureds through this partnership with One Inc. The integration will harmonize the company’s payment infrastructure, making payment processes a more cohesive and seamless experience for both inbound, and outbound digital payments. According to Stephanie Helling, vice president of information systems for OKFB Insurance, the implementation will be expedited due to InsuranceNow’s ‘out of the box’ integration into One Inc. Guidewire recently announced One Inc as its strategic partner for payments. "Our integration with One Inc's suite of payments products will help build a strong digital infrastructure for Oklahoma Farm Bureau Insurance to deploy next-generation technology, OKFB Insurance is fully committed to using innovative solutions to monitor and improve the customer experience. Leveraging the One Inc Digital Payments Platform with Guidewire will help us modernize and strengthen our customer relationships and experiences at all stages of the payments process." -Gary Buckner, executive vice president and general manager of OKFB Insurance We applaud OKFB Insurance’s recognition of the advantages in running its business on the One Inc platform, We are humbled by the company’s vote of confidence in our digital payment solutions and capabilities and applaud OKFB’s mission of providing the best service to their customers,said Ian Drysdale, CEO, One Inc. About One Inc One Inc is modernizing the insurance industry through a unified and frictionless payment network. Focusing only on the insurance industry, One Inc helps carriers transform their operations by reducing costs, increasing security, and optimizing customer experience. The comprehensive end-to-end digital payments platform provides expanded payment options, multi-channel digital communications, and rapid digital claim payments, even for the most complex insurance use cases. As one of the fastest growing digital payment platforms in the insurance industry, One Inc manages billions of dollars per year in premiums and claims payments. About The Oklahoma Farm Bureau Insurance Since 1946, OKFB Insurance has worked to protect Oklahomans from the risks they face every day, whether it be home, auto, life, commercial or farm & ranch. With agents in all 77 counties, we are ready to serve our neighbors at a moment’s notice and are committed to helping our members and their families to insure their future.

Read More