Robert Weller

Robert Weller is an independent content strategist and university lecturer. He works at the intersection of classical strategy theory and the daily practice of content teams, with a simple argument: most content strategies fail not in execution, but because no one ever decided what not to do.

He teaches content marketing and topic and editorial planning at FH JOANNEUM in Graz – home to Europe's first master's programme in content strategy – and content strategy at FHNW in Switzerland. The master's theses he supervises form a growing part of his empirical base.

His books in German follow a distinct arc: from the craft of publishing (mitp, 2015) through the design of content (Hanser, 2017; second edition 2021) to the strategic allocation of content investment (Springer Gabler, 2019) – and so to the question all three presuppose: how do teams actually decide what to produce in the first place?

He has advised organisations from Adobe and Telekom to small and mid-sized B2B firms, and has written about content strategy and the decisions behind it for over fifteen years, on his own blog and in industry publications.