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Context of Content is Key for Connecting with Buyers [Podcast]

When it comes to content, we used to believe that if we built it, they would come. But today with the amount of content our buyers need to sift through, we need to begin taking the approach of guiding our buyers to water before we can expect them to drink.

In this episode of The Marketer’s Journey, we discuss building content with context for our buyers, providing value to our shareholders, and the importance of sales and marketing teams working hand in hand.

Our guest, Paul French, is EVP & CMO at Axway, where he worked for several years before pursuing other opportunities at companies ranging from startups to larger organizations, eventually returning to Axway as CMO and having the unique opportunity to, in his words, fix problems that he may have even been the cause of years ago. Paul is an advocate for marketing with authenticity and ensuring your buyer's perspective is top of mind with everything you do.

Key takeaways from this episode:

  • Marketing starts with one thing: the customer perspective. This is why good marketers aren’t order-takers. They understand cross-referencing customer expectations with outcomes you’re trying to accomplish and building a way to get there.

  • Content is queen but context is king. You can build content that aligns with your business but you need to ensure you’re also building content that aligns with your buyers’ perspectives and needs.

  • Every company is different but they all share a need for growth and progress. Your shareholders are all different but they all want to know you’re moving forward.

  • Sales and marketing go hand in hand and your marketing team should always be working to set your sales team up for success. 

Check out this and other episodes of The Marketer’s Journey on Apple PodcastsSpotifyStitcher, and Google Play

About the Author

After 5 years as our CMO, I moved to focus on engaging with our community. This could be a customer or someone just dipping their toes into Content Experience. I am here to guide you, but more likely learn from you and share it back. As Chief Evangelist, I want to bridge your stories so we create a better content experience and in turn customer experience (CX). The term “evangelism” actually comes from Greek history and the three words of 'bringing good news'. This is my goal - to bring good news to you every day. It could be a customer story you could learn from or a simple upbeat thought to get you out of a rut.

Profile Photo of Randy Frisch