In this week’s episode, Content Marketing Institute’s Robert Rose explains what to do when execs just don’t get it. Plus, he offers a fresh take on an article that predicts content marketing will be a life ring for journalists. He talks with consultant (and jazz musician) Alan Schulman about helping business leaders see content as so much more than campaigns. And he points out an article that will help you make sure your C-suite really does get it. That a wrap for the week ending January 3, 2020.

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NEWS ITEM OF THE WEEK

Brand-backed media gets another look

https://www.niemanlab.org/2019/12/brand-backed-media-gets-another-look/

INTERVIEW OF THE WEEK

Alan Schulman

Until the end of 2019, Alan was Deloitte Digital’s chief content and creative officer and led its New York Content design and production studio. A copywriter by training (and experience), he holds degrees in journalism and communications, advertising, and jazz. Alan teaches content marketing for General Assembly (a source for training, staffing, and career transition) and other programs. He is about to launch his own consulting practice. Follow him on Twitter @Digschulman

CONTENT MARKETING IDEA OF THE WEEK

How to Make the Content Marketing Case With ROI

https://contentmarketinginstitute.com/2019/07/content-marketing-case-roi/