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Actionable Marketing Podcast

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Mar 26, 2019

Marketers are in the business of creating content. They’re modern-day publishers. However, up to 70% of content that they create goes unused.  

Today, my guest is Randy Frisch, author of the new book, F#ck Content Marketing: Focus on Content Experience to Drive Demand, Revenue, & Relationships. Also, he’s the co-founder, president, and CMO of Uberflip. He identifies how to break bad content marketing habits and adapt personalization to marketing. 

Some of the highlights of the show include: 

  • Content is at the core of marketing strategies; Uberflip empowers marketers to take control of created content assets and mesh them into their marketing efforts
  • Randy’s book is not meant to throw shade at content marketers, but capture his passion and take on the “broken” status of the content marketing industry  
  • What is unused content? Content that’s created and posted, but never leveraged on a day-to-day basis in marketing
  • Definition of content marketing to create content to attract a clearly defined audience and drive profitable customer action is too narrowly focused
  • Content marketers need to start putting the right content in front of the right people for that encounter to be a great experience   
  • Real-life examples of what content marketers are doing right and wrong; tell a story that connects with customers
  • Content marketers feel pressured to produce content, but they’re not the only ones responsible for customer experience
  • Tactics and tools for the personalization of content and marketing at scale
  • Content Experience Framework: Centralize, organize, personalize, distribute, and generate results
  • Evolution of Content: People who want to go beyond content creation and think more strategically by teaming up with colleagues

Links: 

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