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.

More C-Suite on deck

Q&A with Tara Ryan, Chief Marketing Officer at Incorta

Media 7 | April 15, 2020

Tara Ryan, Chief Marketing Officer at Incorta has over 25 years experience and success in global marketing for technology businesses in ERP, mid-market, SMB, security, industry offerings and has driven fast growth for multiple SaaS , IPO and public companies.  Ryan works with executives and board on planning, creation and execution of global branding, communications, sites, field programs, public relations, investor relations and demand generation. MEDIA 7: When did you first start working and what was it? TARA RYAN: My first job for a real paycheck was at 15 when I worked at a deli in Fresno, CA where I grew up. M7: With over 25 years of experience in global marketing for technology companies, how has the demand generation for tech firms evolved, and how do you see it changing in future? TR: Marketing used to be a stand alone, unautomated function and in all honesty, a bit of a mystery. Now marketing is threaded through every single thing we do in business and with technology innovations, there is a real understanding of it, the programs we run, the expected outcomes and even the real time analysis of successes and failures. We used to plan a campaign, process out the creative, media and execution and wait to see effectiveness – now we do all at once. I see the future going back to simplification and less is more. We have added so many tools and ways to analyze.

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Q&A with Sangram Vajre, Co-founder & Chief Evangelist at Terminus

MEDIA 7 | January 9, 2020

Sangram Vajre, Co-Founder & Chief Evangelist at Terminus is also an author and host of the podcast FlipmyFunnel. He is one of the leading minds in B2B marketing. MEDIA 7: What are you passionate about? SANGRAM VAJRE: Three things: Lead professionally. Grow personally. Love family. M7: Terminus has been recognized as one of Georgia’s 40 fastest-growing companies by ACG Atlanta. What factors contribute to this pace? SV: One of our core values is #OneTeam – which means we think and act as one team and know that if we treat our team right, they will treat our customers amazing. There are no great companies, only great people that make those companies.

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Q&A with Andrea Lechner-Becker, Chief Marketing Officer at LeadMD

MEDIA 7 | December 5, 2019

Andrea Lechner-Becker, Chief Marketing Officer at LeadMD is an experienced Marketing and Sales Executive with a demonstrated history of working in the marketing and advertising industry. Skilled in Business Process, Marketo, Sales, Customer Relationship Management (CRM), and IT Service Management, Andrea is also a strong business development professional and a storyteller. MEDIA 7: What inspired you to get into marketing? ANDREA LECHNER: Frankly, not having better options. I originally attended the University of Wisconsin-La Crosse thinking I’d major in Archaeology. I wanted to be Indiana Jones! But, after visiting the archaeology building – i.e. the cold, dark basement of the science building – where a girl sat to piece together pieces of an old Native American vase, I knew archaeology was not going to be the right path for me. And so, without being good at science and a major in art or art history was unlikely to pay my bills, I decided to go into “business”. I originally registered as a management major, but took my first marketing class and thought it was more interesting and switched my sophomore year. That was pretty much it. I’d never been involved in business classes or DECA in high school – I didn’t really know what to do or what jobs in marketing were even possible. I dumb lucked myself into it really. M7: As a storyteller, do you relate the brand to a story or story to the brand? AL: Both? Neither? I think there are stories in every brand, because there are people working on the brand and people engaging with the brand and people using what the brand creates. People, most often a single person, are at the heart of great stories. You can start with the “point” of the story you’re trying to tell. Say you have a software that help accountants better create reports for board meetings. It’s likely you’ll want to tell a success story about an accountant getting promoted to CFO in part because your software helped better communicate their work product to the board. You could have the idea for that and go looking for that story in your customers. OR, you could hear that story, and say, “That’s amazing!” and share it with customers, partners and internal people. Stories are all around us – the most important thing is to keep your ears and eyes open for finding them.

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Q&A with Tara Ryan, Chief Marketing Officer at Incorta

Media 7 | April 15, 2020

Tara Ryan, Chief Marketing Officer at Incorta has over 25 years experience and success in global marketing for technology businesses in ERP, mid-market, SMB, security, industry offerings and has driven fast growth for multiple SaaS , IPO and public companies.  Ryan works with executives and board on planning, creation and execution of global branding, communications, sites, field programs, public relations, investor relations and demand generation. MEDIA 7: When did you first start working and what was it? TARA RYAN: My first job for a real paycheck was at 15 when I worked at a deli in Fresno, CA where I grew up. M7: With over 25 years of experience in global marketing for technology companies, how has the demand generation for tech firms evolved, and how do you see it changing in future? TR: Marketing used to be a stand alone, unautomated function and in all honesty, a bit of a mystery. Now marketing is threaded through every single thing we do in business and with technology innovations, there is a real understanding of it, the programs we run, the expected outcomes and even the real time analysis of successes and failures. We used to plan a campaign, process out the creative, media and execution and wait to see effectiveness – now we do all at once. I see the future going back to simplification and less is more. We have added so many tools and ways to analyze.

Read More

Q&A with Sangram Vajre, Co-founder & Chief Evangelist at Terminus

MEDIA 7 | January 9, 2020

Sangram Vajre, Co-Founder & Chief Evangelist at Terminus is also an author and host of the podcast FlipmyFunnel. He is one of the leading minds in B2B marketing. MEDIA 7: What are you passionate about? SANGRAM VAJRE: Three things: Lead professionally. Grow personally. Love family. M7: Terminus has been recognized as one of Georgia’s 40 fastest-growing companies by ACG Atlanta. What factors contribute to this pace? SV: One of our core values is #OneTeam – which means we think and act as one team and know that if we treat our team right, they will treat our customers amazing. There are no great companies, only great people that make those companies.

Read More

Q&A with Andrea Lechner-Becker, Chief Marketing Officer at LeadMD

MEDIA 7 | December 5, 2019

Andrea Lechner-Becker, Chief Marketing Officer at LeadMD is an experienced Marketing and Sales Executive with a demonstrated history of working in the marketing and advertising industry. Skilled in Business Process, Marketo, Sales, Customer Relationship Management (CRM), and IT Service Management, Andrea is also a strong business development professional and a storyteller. MEDIA 7: What inspired you to get into marketing? ANDREA LECHNER: Frankly, not having better options. I originally attended the University of Wisconsin-La Crosse thinking I’d major in Archaeology. I wanted to be Indiana Jones! But, after visiting the archaeology building – i.e. the cold, dark basement of the science building – where a girl sat to piece together pieces of an old Native American vase, I knew archaeology was not going to be the right path for me. And so, without being good at science and a major in art or art history was unlikely to pay my bills, I decided to go into “business”. I originally registered as a management major, but took my first marketing class and thought it was more interesting and switched my sophomore year. That was pretty much it. I’d never been involved in business classes or DECA in high school – I didn’t really know what to do or what jobs in marketing were even possible. I dumb lucked myself into it really. M7: As a storyteller, do you relate the brand to a story or story to the brand? AL: Both? Neither? I think there are stories in every brand, because there are people working on the brand and people engaging with the brand and people using what the brand creates. People, most often a single person, are at the heart of great stories. You can start with the “point” of the story you’re trying to tell. Say you have a software that help accountants better create reports for board meetings. It’s likely you’ll want to tell a success story about an accountant getting promoted to CFO in part because your software helped better communicate their work product to the board. You could have the idea for that and go looking for that story in your customers. OR, you could hear that story, and say, “That’s amazing!” and share it with customers, partners and internal people. Stories are all around us – the most important thing is to keep your ears and eyes open for finding them.

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For The Record | July 29, 2022

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Scale Computing Continues to Deliver High-Performing and Resilient Edge Computing and IT Infrastructure to the Maritime Industry

Scale Computing | August 04, 2022

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VMware Report Warns of Deepfake Attacks and Cyber Extortion

VMware | August 09, 2022

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They’re also using new techniques to do so. Three-quarters of respondents (75%) say they are now deploying virtual patching as an emergency mechanism. In every case, the more visibility defenders have across today’s widening attack surface, the better equipped they’ll be to weather the storm. Methodology VMware conducted an online survey about trends in the incident response landscape in June 2022, and 125 cybersecurity and incident response professionals from around the world participated. Percentages in certain questions exceed 100 percent because respondents were asked to check all that apply. Due to rounding, percentages in all questions may not add up to 100 percent. VMware Explore In addition to VMware’s presence at Black Hat USA 2022, there will be more than 100 security talks at VMware Explore, the global multi-cloud industry event taking place August 29 – September 1, 2022 at Moscone Center in San Francisco. Register today to begin building your agenda. About VMware VMware is a leading provider of multi-cloud services for all apps, enabling digital innovation with enterprise control. As a trusted foundation to accelerate innovation, VMware software gives businesses the flexibility and choice they need to build the future. Headquartered in Palo Alto, California, VMware is committed to building a better future through the company’s 2030 Agenda.

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Hybrid Courtroom Recording & Remote Workflows Supported by New FTR Gold 7.6

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Scale Computing Continues to Deliver High-Performing and Resilient Edge Computing and IT Infrastructure to the Maritime Industry

Scale Computing | August 04, 2022

Scale Computing, a market leader in edge computing, virtualization, and hyperconverged solutions, today announced ongoing momentum with customers in the maritime industry sector. The company’s SC//Platform and SC//HyperCore edge computing solutions enable maritime providers to run their critical onboard IT applications with self-healing, automated infrastructure. Whether it’s an offshore rig operating deep in the North Sea or a container ship crossing the Pacific Ocean, Scale Computing empowers a broad range of maritime service providers to improve their efficiency and ensure high availability. “Few industries showcase the challenges and promise of edge computing as does the global maritime industry where IT resiliency is an operational necessity and downtime is unacceptable, Scale Computing meets the complex and evolving infrastructure requirements of an industry that demands 24x7 availability, full redundancy, and is backed by human experts who understand the unique conditions that exist at the edge.” Jeff Ready, CEO and co-founder of Scale Computing Scale Computing brings the maritime industry into a new era of computing by revamping IT operations with a solution that simplifies management, reduces operating costs, and ensures resiliency and high availability in the face of unpredictable environmental conditions. Northern Marine Group is a ship management and marine services provider that offers a full spectrum of ship and offshore management services. Operating a diverse fleet of technically managed vessels, including a wide range of tankers, ferries and offshore assets, the Northern Marine fleet is constantly on the move around the globe. Northern Marine selected Scale Computing’s SC//Platform, which provides them with simplified, highly affordable IT infrastructure that offers unmatched resiliency in some of the world’s most extreme environments. Because internet connectivity is highly intermittent with no dedicated IT personnel stationed on their vessels, Northern Marine deployed SC//HyperCore clusters to keep their operations running smoothly, whether offshore or out at sea. Scott Mungall, IT Technical Lead for Northern Marine, says, “We were looking for ways to evolve our onboard IT infrastructure across our fleet. In the last several years, requirements for key infrastructure systems on board have changed. Each vessel now has two or more operational critical applications on its server infrastructure, meaning we really can’t afford any downtime. We need to be able to sustain equipment failure and still continue to operate." Headquartered in Dubai, Telford Offshore offers cost-effective construction and project management solutions to the oil & gas industry. The company supports multiple offshore activities, focusing on high-capacity accommodation, lifting, fabrication and installation services for projects that include laying pipelines and carrying out subsea construction. With internet connectivity slow and costly at sea, relying on the cloud for critical operations was simply not an option. Telford Offshore recognized their on-board infrastructure would need to be local and on-premises. Following a comprehensive evaluation of edge solution providers, Telford Offshore selected Scale Computing’s SC//Platform as the only solution in its class to offer the unique combination of simplicity and performance demanded by their fleet. Wouter Lustig, IT Manager at Telford Offshore, explained that, “We wanted the solution to be a long-term future-proof investment with the possibility of deploying it on our vessels at sea. The solution needed to be simple enough for the one or two electricians on board to install, deploy, and maintain. Scale Computing’s solution operates as its own data center in a box and can easily connect back to the deployment at the headquarters in Dubai. We are still amazed at how easy it is to install, deploy and manage – we don’t need to worry about the management of the day-to-day solution; it just takes care of itself.” About Scale Computing Scale Computing is a leader in edge computing, virtualization, and hyperconverged solutions. Scale Computing software eliminates the need for traditional virtualization software, disaster recovery software, servers, and shared storage, replacing these with a fully integrated, highly available system for running applications. Using patented HyperCore™ technology, the self-healing platform automatically identifies, mitigates, and corrects infrastructure problems in real-time, enabling applications to achieve maximum uptime. When ease-of-use, high availability, and TCO matter, Scale Computing is the ideal infrastructure platform.

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VMware Report Warns of Deepfake Attacks and Cyber Extortion

VMware | August 09, 2022

At Black Hat USA 2022, VMware, Inc. released its eighth annual Global Incident Response Threat Report, which takes a deep dive into the challenges faced by security teams amid pandemic disruptions, burnout, and geopolitically motivated cyberattacks. Sixty-five percent of defenders state that cyberattacks have increased since Russia invaded Ukraine, according to report findings. The report also shines a light on emerging threats such as deepfakes, attacks on APIs, and cybercriminals targeting incident responders themselves. “Cybercriminals are now incorporating deepfakes into their attack methods to evade security controls,” said Rick McElroy, principal cybersecurity strategist at VMware. “Two out of three respondents in our report saw malicious deepfakes used as part of an attack, a 13% increase from last year, with email as the top delivery method. Cybercriminals have evolved beyond using synthetic video and audio simply for influence operations or disinformation campaigns. Their new goal is to use deepfake technology to compromise organizations and gain access to their environment.” Additional key findings from the report include: Cyber pro burnout remains a critical issue. Forty-seven percent of incident responders said they experienced burnout or extreme stress in the past 12 months, down slightly from 51% last year. Of this group, 69% (versus 65% in 2021) of respondents have considered leaving their job as a result. Organizations are working to combat this, however, with more than two-thirds of respondents stating their workplaces have implemented wellness programs to address burnout. Ransomware actors incorporate cyber extortion strategies. The predominance of ransomware attacks, often buttressed by e-crime groups’ collaborations on the dark web, has yet to let up. Fifty-seven percent of respondents have encountered such attacks in the past 12 months, and two-thirds (66%) have encountered affiliate programs and/or partnerships between ransomware groups as prominent cyber cartels continue to extort organizations through double extortion techniques, data auctions, and blackmail. APIs are the new endpoint, representing the next frontier for attackers. As workloads and applications proliferate, 23% of attacks now compromise API security. The top types of API attacks include data exposure (encountered by 42% of respondents in the past year), SQL and API injection attacks (37% and 34%, respectively), and distributed Denial-of-Service attacks (33%). Lateral movement is the new battleground. Lateral movement was seen in 25% of all attacks, with cybercriminals leveraging everything from script hosts (49%) and file storage (46%) to PowerShell (45%), business communications platforms (41%), and .NET (39%) to rummage around inside networks. An analysis of the telemetry within VMware Contexa, a full-fidelity threat intelligence cloud that’s built into VMware security products, discovered that in April and May of 2022 alone, nearly half of intrusions contained a lateral movement event. “In order to defend against the broadening attack surface, security teams need an adequate level of visibility across workloads, devices, users and networks to detect, protect, and respond to cyber threats, When security teams are making decisions based on incomplete and inaccurate data, it inhibits their ability to implement a granular security strategy, while their efforts to detect and stop lateral movement of attacks are stymied due to the limited context of their systems.” Chad Skipper, global security technologist at VMware Despite the turbulent threat landscape and rising threats detailed in the report, incident responders are fighting back with 87% saying that they are able to disrupt a cybercriminal’s activities sometimes (50%) or very often (37%). They’re also using new techniques to do so. Three-quarters of respondents (75%) say they are now deploying virtual patching as an emergency mechanism. In every case, the more visibility defenders have across today’s widening attack surface, the better equipped they’ll be to weather the storm. Methodology VMware conducted an online survey about trends in the incident response landscape in June 2022, and 125 cybersecurity and incident response professionals from around the world participated. Percentages in certain questions exceed 100 percent because respondents were asked to check all that apply. Due to rounding, percentages in all questions may not add up to 100 percent. VMware Explore In addition to VMware’s presence at Black Hat USA 2022, there will be more than 100 security talks at VMware Explore, the global multi-cloud industry event taking place August 29 – September 1, 2022 at Moscone Center in San Francisco. Register today to begin building your agenda. About VMware VMware is a leading provider of multi-cloud services for all apps, enabling digital innovation with enterprise control. As a trusted foundation to accelerate innovation, VMware software gives businesses the flexibility and choice they need to build the future. Headquartered in Palo Alto, California, VMware is committed to building a better future through the company’s 2030 Agenda.

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