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Content Marketing is Broken; Here’s How You Fix It with Uberflip CMO, Randy Frisch

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Randy Frisch wants you to know something: he doesn’t hate content marketing. Randy just believes that if you’re going to invest your time and resources into something, you should make it memorable.

“The idea there was not that we shouldn’t create content. It wasn’t that I hate content marketers. It was more so that there’s no value in creating all this content if it’s not going to get used, and if it’s not going to be found.”

Randy is the CMO and Co-founder of Uberflip, an experience marketing platform that is empowering marketers to create remarkable content by surfacing the right thing at the right time. On this episode of Marketing Trends, Randy discusses what content experiences are and how marketers can better leverage their content to create lasting impressions on their buyers. Plus, he explains why your personalization efforts are not as good as you think they are.

Main Takeaways

  • Solving the Correct Problem: Marketers are more in control of the B2B journey than ever before, and while marketers are focusing heavily on personalizing those journeys for their buyers, there is often a disconnect between the experiences that marketers deliver and what buyers are expecting.
  • Content as an Experience: Everyone is producing content, from videos to blog posts, and it’s easy to just put anything up on your company website. What makes for great content is the experience that surrounds it. This can include things like the visual aesthetic, the landing page it lives on, the display and the placement. Don’t just produce content, but make sure the content you are producing is a memorable experience for the consumer.
  • Marketing and Sales Alignment: Marketing and sales should no longer be operating in silos. On average, when the two departments operate separately from one another, it could cost businesses between 20 and 30% in revenue. To build valuable content, your content must reflect the goals of your sales and should sync with the way you talk about your product and service.

Key Quotes:

“As a marketer, we’ve got to personalize the experience that every buyer gets.”

“We actually went and we spoke to marketers and we said, ‘What does personalization mean to you?’ And they said, ‘It’s things like knowing the customer’s name, knowing the customer’s company that they work for and knowing the industry.’ A lot of the ads that we do online, or a lot of the emails that we send, they know the name. But when we actually asked that same question, what does personalization mean to you to the buyers, their number one answer was not knowing my name, knowing my company. It was knowing the problem I’m looking to solve.” 

“The idea there was not that we shouldn’t create content. It wasn’t that I hate content marketers. It was more so that there’s no value in creating all this content If it’s not going to get used, and if it’s not going to be found.”

“What are your go-to channels? This is a question I ask marketers, and they’ll say, ‘I’m big on email, or I’m really good at ads, or I leveraged social and really creative ways.’ When you ask them to elaborate, they often talk about the work they’re doing to personalize that channel delivery.”

“Once we’ve got great content, the only way I’m going to get you the next thing is if I think about the entire experience. The point is to focus on content experience and content experience is this idea of going beyond the content and creating an experience around it.”

“It’s one thing to have great content, but it’s the container it lives within that really brings it to life and gets us comfortable to continue to look around. The structure is making sure the next piece of content is actually something relevant.”

“When we start to think about content experience, we can actually start to speed up the path to purchase. That’s all we’re all trying to do. Our content is there for the buyer to make it easier for them to research, and for making it easier for them to come to that conclusion.”

“You’ve got to find ways to bring stories to your site.”

Bio:

Randy Frisch is the CMO and Co-Founder of Uberflip, a content experience platform that empowers marketers to create content experiences at every stage of the buyer’s journey. He has defined and led this movement, prompting marketers to think beyond content creation and truly put their customers first by focusing on the experience.

This movement has fueled an annual conference, Conex: The Content Experience, that brings together 750+ passionate marketers, and a North American-wide Conex Tour. Randy is also the host of ​The Marketer’s Journey​ podcast, was named one of the Top 50 Fearless Marketers in the world by Marketo, and is the best-selling author of ​F#ck Content Marketing: Focus on Content Experience​ (yeah, he swears sometimes).

Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.

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Episode 212