Why Trust is Key with Content Marketing Expert Robert Rose
In this episode, host Brett Deister interviews renowned content strategy and marketing expert Robert Rose about the value of trust and how it has shifted the PR industry. Speaking from his 30 plus years of industry experience, Robert highlights the opportunity for corporate storytellers to create a deeper level of trust with their audience through transparency and accountability. He notes that companies are moving away from being the "first” to share. Instead, it's all about being trustworthy and meaningful when sharing content, which is key to driving value to a brand.
-The importance of storytelling in marketing
-How PR has lost its way in recent years
-The shift from brand storytelling to content distribution
-How this has caused PR to become less effective
-The opportunity for corporate storytellers to create a deeper level of trust with audiences
-The difficulties brands face in maintaining trust with consumers
-The importance of transparency and owning up to mistakes
-The role of headlines and video in marketing
01:13 - Are you a coffee or tea drinker?
01:26 - Any favorite coffee brands?
02:33 - Can you summarize your expertise?
04:47 - What have you learned from advising over 500 companies?
06:08 - Why has PR shifted from brand storyteller to journalist?
09:13 - Is this shift because the journalism industry going bankrupt?
11:21 - Should the journalism industry embrace "yesterday's news?"
14:31 - Are PR pros always chasing trust?
16:37 - Talking about the PayPal PR nightmare and trust
19:03 - Is creating good content part of the trust?
21:20 - Google is prioritizing visual aspects in their search
23:22 - We are showing the customer what they need before they know it.
24:53 - Testing out your web on yourself of loyal customers to get the right product to the right person.
26:22 - What tools do you recommend?
28:46 - Fun question: What is one thing people don't know about writing a book?
30:10 - Where can people find you online?
30:36 - Final thoughts
Our Guest Today:
● Robert Rose was our guest today.
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