Stop creating content like a media company

mlns='> Learn to operate like one [View Message in Browser]( / [Add Us to Safe Sender List]( Weekly News 1.27.23 Connect With CMI  [B2C Marketers Treat Content Marketing as a Project; That's a Mistake [New Research]]( The new B2C Content Marketing Benchmark, Budgets, and Trends – Insights for 2023 is here. Discover the surprising and not-so-surprising results, then get Robert Rose’s big takeaway. [Read more]( By Robert Rose More of the week's best stuff: - [CMI News: Is Ad Spend Growing or Slowing?]( Robert Rose - [How To Scale Your Content Marketing Strategy To Improve Efficiency]( Thomas Peham - [How To Help the Perfectionist on Your Content Team, Even If It's You]( Tyler Tafelsky - [Forget the Resume – Use Content Marketing To Land a Job]( Dennis Shiao - [2023 Content Marketing: Bring Your Strategy and Ops Into the Not-So-New Century]( Robert Rose  Stop creating content like a media company I just pressed send on the manuscript for my book to be released in September. It’s called Content Marketing Strategy (snappy, eh?), and Kogan Page will publish it. Last week, marketing professor Philip Kotler wrote the foreword. I won’t spoil it, but he mentioned the need for a strategic approach to owned media. He writes, “(T)he company doesn’t carry an account of showing these marketing assets and their value. As a result, the company cannot show the CEO and company board members a return on owned assets or content.” Luckily, my upcoming book shows exactly how to do that. Funny how that works out. In any event, all this struck me that now is an opportune time to look at where the beloved practice of content marketing stands today. First, let’s go back to 1999 when Kotler published [Kotler On Marketing]( one of his more than 70 books. The latter 1990s – a time of tumultuous change – fueled most of the thinking for the book. But he knew that it was merely the beginning. Kotler concluded the book with a section called “Transformational Marketing.” In the next decade, he wrote, “marketing will be re-engineered from A to Z. Marketing will need to rethink fundamentally the processes by which they identify, communicate, and deliver customer value.” Well, it’s taken over two decades, but it’s finally happening. However, the continuing challenge in 2023 is that content and/or marketing operations in enterprise companies are only beginning to evolve. Most marketing departments have remained as they were when Kotler wrote his book — they still work from mid- to late-20th century hierarchies, strategies, and processes. For hundreds of years, businesses have used content to effect some kind of profitable outcome. But the reality is this: Content was not — and is not, for the most part, now — a scalable, repeatable practice within the function of marketing. In short, companies almost always treat content marketing as a project, not a process. As we roll through 2023 and beyond, content — and the exponentially increasing quantities of it produced by every organization — deeply affects not just your marketing strategy, but your business strategy. Content in marketing is now bigger than simply content marketing, and it should be dealt with as a component of that business strategy throughout the enterprise. It is not good enough to produce content “like a media company would.” The goal must be to operate as a media company does. Your job is not to change content to fit new marketing goals. Rather, your job in 2023 is to change marketing to fit the new business content goals. In [Rose-Colored Glasses]( this week, I explain why I passionately believe it’s finally time for marketing to reclaim its ability to create value — not just reflect it in the polished shine of your traditional products and services. I’d love to hear what you think we should be doing to move our industry’s evolution forward in the right direction. Send me [an email](mailto:cmi_info@informa.com?subject=Rose-Colored%20Glasses) or leave a comment on [the article page](. Let’s get to work. It's your story. Tell it well. Robert Rose Chief Strategy Advisor Content Marketing Institute Do you have colleagues or friends who would benefit from Robert's weekly updates? If so, please invite them to [subscribe]( here.   Sponsored Content How to Build Lasting Customer Connections With Sustainability Content Consumers are increasingly seeking brands that share their eco-conscious priorities. Follow these content tips & examples to show off your brand's actions supporting these goals [Read the Article »](  More From CMI Apply Now for CMI's Mentorship Program Ready to invest in your professional success? Want to learn from others who have paved the path in content and are eager to share their knowledge? Our Mentorship Program pairs content marketers in need of career guidance with leaders from the CMI community. As a mentee, you'll broaden your network and get one-on-one guidance from someone outside your organization who understands the content marketing landscape. [Learn more and apply »](  Lost Your Job, Now What?! Have you lost your job in the recent layoffs? Are you worried you could be next? Or are you looking for ways to support colleagues who were let go? In this week’s edition of our Ask the #CMWorld Community livestream, Amanda sat down with with J.T. O'Donnell of Work It Daily and Amy Vaughan of Together Digital to chat about advice and resources for those who are unexpectedly job hunting or want to help people who have lost their jobs. If you missed the live interview, catch up now. 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