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.

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Emerging Technology, Infrastructure

PAR Government, in partnership with ICEYE, Awarded a Prime Spot on a $900M United States Space Force Contract

BusinessWire | August 25, 2023

PAR Technology Corporation today announced that its wholly owned subsidiary PAR Government Systems Corporation, in close partnership with ICEYE US, the leading commercial provider of space-based radar capabilities, has signed a prime contract award for the Proliferated Low Earth Orbit (PLEO) Satellite-Based Services initiative led by the U.S. Space Force. The contract serves as a mechanism for satellite-based services and capabilities to support all domains (space, air, land, maritime, cyber) with consistent, quality backed, low-latency offerings. PAR Government was one of 16 awardees on the PLEO Indefinite Delivery, Indefinite Quantity (ID/IQ) effort, which has a $900M ceiling over five years, with five-year option periods. Under the direction of Space Systems Command, the ID/IQ effort was orchestrated by the Commercial Satellite Communications Office (CSCO) and is intended to support U.S. Combatant Commands, defense agencies, other federal government agencies, and international coalition partners. “PAR Government is an innovative leader in the development, management, and delivery of critical, tactical-edge capabilities for our nation’s warfighters. We are enabling timely delivery of commercial space-based services and products directly to the mobile platforms being used by our nation’s defenders at the tactical edge. To that end, the PAR Government team includes best-in-class Synthetic Aperture Radar (SAR) constellation capabilities provided by key partner ICEYE US,” said Michael Nelson, president, PAR Government. “Delivering critical services and information through the PLEO effort exemplifies PAR’s mission of continuously improving the operational effectiveness of our military and our allies.” PAR Government’s subsidiary, Rome Research Corporation (RRC), is also included in the contract award. RRC has partnered with the Department of Defense (DOD) customers to provide award-winning satellite communications and space-related operations and maintenance services, including 24/7/365 terrestrial communication systems support, IT-related support, telecommunications engineering, and installation services, and ensures the functionality and positioning of government satellite assets for defense agencies worldwide. To date, RRC’s DOD customers have won more than 80 Defense Information Systems Agency (DISA) facility awards. “PAR Government and ICEYE US have joined forces to create ‘strength-on-strength’ value for the United States Space Force, our military, and allied partners. We are grateful for the opportunity to deliver near-real time persistent monitoring services to decision makers across the DOD under the guidance of Space Systems Command,” said Eric Jensen, CEO at ICEYE US. ICEYE US builds and operates a constellation of small synthetic aperture radar (SAR) satellites, enabling hourly revisit of any location on earth wherein insights can be derived day, night and through cloud cover. Combined with ICEYE US advanced processing techniques, end users receive reliable, relevant information across various mission applications. PAR Government and ICEYE US are committed to advancing the state of the art concerning commercial sector integration for the United States Space Force. About PAR Government PAR Government is a leader in providing computer-based system design, engineering and technical services to the Department of Defense and various federal agencies. An ISO 9001:2015 and 27001:2013 certified company, PAR Government is a wholly owned subsidiary of PAR Technology Corporation (NYSE: PAR), a leading global provider of software, systems, and service solutions to the restaurant and retail industries. About ICEYE US ICEYE US builds and operates SAR spacecraft from its manufacturing and 24/7 mission control center in Irvine, California. The company delivers unmatched persistent monitoring capabilities for any location on Earth through the provision of remote sensing data, the delivery of turnkey space systems, and by offering advanced analytic solutions. ICEYE US operates four SAR satellites licensed by NOAA. The parent company, ICEYE, has launched over 20 small satellites since 2018 and today operates the world’s largest synthetic-aperture radar satellite constellation. SAR imagery enables objective, data-driven decisions for end users in sectors such as Earth science, natural catastrophe response, and natural resource management. ICEYE’s data can be collected day or night, and even through cloud cover. For more information, please visit www.iceye.com. About PAR Technology Corporation. For more than 40 years, PAR Technology Corporation’s (NYSE Symbol: PAR) cutting-edge products and services have helped bold and passionate restaurant brands build lasting guest relationships. We are the partner enterprise restaurants rely on when they need to serve amazing moments from open to close, during the most hectic rush hours, and when the world forces them to adapt and overcome. More than 70,000 restaurants in more than 110 countries use PAR’s restaurant point-of-sale, customer loyalty and engagement, payments, omnichannel digital ordering and delivery, and back-office software solutions as well as industry leading hardware and drive-thru offerings. To learn more, visit partech.com or connect with us on LinkedIn, Twitter, Facebook, and Instagram.. Additionally, the Company's Environmental, Social, and Governance report can be found at https://www.partech.com/company/ESG.

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