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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PR Newswire | October 25, 2023

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Read More

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Tuya Smart | January 24, 2024

Tuya Smart, the global IoT developer service provider, has delivered its Best Practices in using Amazon Aurora at IoT industry. Amazon Aurora is a relational database management system (RDBMS) built for the cloud with full MySQL and PostgreSQL compatibility. Tuya and Amazon Web Services (AWS) built a solid basis of collaboration in database use cases exploration while also delivering smooth operation of billions of devices requiring high concurrency and low latency. Tuya and AWS: Building a benchmark for database implementation practice Tuya is a leading technology company focused on making our lives smarter. Tuya does this by offering a cloud platform that connects a range of devices via the IoT. By building interconnectivity standards, Tuya bridges the intelligent needs of brands, OEMs, developers, and retail chains across a broad range of smart devices and industries. Tuya's solutions enable partners and customers by improving the value of their products while making consumers' lives more convenient through the application of technology. As of September 30, 2023, the Tuya IoT Developer Platform has accumulated over 909,000 registered developers from over 200 countries and regions, covering industries including real estate, hospitality, residential, industry, agriculture, etc. The greater the breadth of business coverage, the more advanced technological support required. Tuya faces high-frequency reads and writes as well as enormous data storage challenges from billion-level online devices. Meanwhile, due to the commercial scenarios involving smart homes and smart industries, Tuya's operating response demands low latency in order to deliver a smoother user experience. Furthermore, Tuya's quick expansion and regular business changes have posed significant challenges to its operation and maintenance management. Tuya selected Amazon Aurora as core database engine for its unparalleled performance and availability at global scale. How does Tuya specifically leverage the Amazon Aurora database? Tuya currently manages billions of real-time online devices and can keep cloud message processing response times under 10 milliseconds. However, billions online devices provide a challenge. During holidays, there will be peak traffic volume, with tens of millions of devices going online and offline virtually simultaneously. Tuya used Amazon Aurora to construct a data storage solution to solve the main problem of rapid increase in short-term traffic, and to fully utilize resources. Aurora's design, which separates compute and storage and low-latency replication functionality, improves system throughput by enhancing the effect of read-write separation. Aurora provides up to 15 read replicas, setting the groundwork for Tuya's read flexibility development. At the same time, Tuya has integrated Aurora Serverless, which includes seconds-level elastic expansion and contraction, allowing Tuya to handle extremely heavy business traffic smoothly. Tuya's customers are located throughout more than 200 nations and regions, and they deal with widespread access to IoT data. Different countries and regions have different regulations on data compliance, such as GDPR and local PII. Tuya needs to adhere to each region's data security compliance regulations. As Tuya's primary business data storage provider, Amazon Aurora was among the first in the public cloud sector to enable physical encryption for database products, which significantly decreased the cost of Tuya's security compliance transformation and gave Tuya excellent basic security guarantees. In addition, Tuya is continuously testing out additional new innovation unique to Aurora, such as Enhanced Binlog, zero-ETL, and Limitless Database. Aurora's ongoing investment in innovative technologies provides more opportunities for Tuya to expand its business. Additionally, based on Tuya's comprehensive IoT developer platform architecture, both parties have collaborated to enhance Tuya IoT applications performance indicators like stability, low latency, scalability, and security in the real-world application of databases, revealing more potential and possibilities and enabling the IoT. Tuya and AWS: Continuously promoting the evolution of cloud experience Data-driven approaches will usher in a new era of innovation in tandem with the swift advancement of data applications. At this year's re:Invent conference, Peter DeSantis, Senior Vice President of AWS, reviewed the relational database's development history in great detail. In 2014, AWS created Aurora based on log architecture. In 2018, the release of Aurora Serverless allowed for seamless scaling of database resources through virtualization technology. This year, AWS announced the launch of the Amazon Aurora Limitless Database, which automatically scales to millions of write transactions per second well beyond current limits of a single PostgreSQL instance. It is apparent from Amazon Aurora's development history that AWS has always been dedicated to innovation. Customers and partners from a range of industries actively utilizes AWS to enable rapid innovation in a variety of ways, while also working together to enhance the cloud experience. Similar to how Tuya and AWS work together, Tuya's effective and user-friendly IoT developer platform and rich and varied IoT solutions have built a significant lighthouse, embracing the Amazon Aurora's innovation and accelerated the process of building a more secure and reliable IoT database use case. Amazon Aurora VP Yan Leshinsky said, "Amazon Aurora is the fastest growing service in the history of AWS and is trusted by hundreds of thousands of customers. We innovate by working backwards from customers' needs, and we appreciate the feedback that Tuya has shared. We remain committed in developing new Aurora features and capabilities so all customers can accelerate their applications' capabilities and business growth by using Aurora." "Tuya has always committed to strengthening advanced and valuable innovations, while offering open and neutral ecosystem assistance for global partners. We provide our developers with enhanced operational and maintenance control, adaptable data storage options, superior product experience, and a global business layout by utilizing the Amazon Aurora database. We will continue to work with AWS to benefit the world in the future in areas including technology, ecosystems, and cloud computing, helping customers achieve commercial success." said Eva Na, Vice President of Marketing and Strategic Cooperation, and CMO of Tuya Smart. Enhancing the partnership with AWS, Tuya delivered IoT best practice using Amazon Aurora database, giving the industry's growth additional impetus. Tuya will maintain its open and neutral stance going forward, collaborating with cloud service providers like AWS to offer global developers a more secure, reliable, and productive cloud environment, thereby advancing the innovation and development of the entire industry.

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