Despite being the co-host of the Content Experience Show, a podcast heavily focused on marketers investing in content, Randy Frisch has expressed a pretty bold view on content marketing by frankly telling marketers to f#ck it.
But rest assured that Frisch doesn’t hate content marketing, or content marketers. What he does believe, however, is that content marketing should evolve beyond content creation and focus on content experience. Quality content is crucial, but it isn’t hard to find. A memorable, personalized content experience is what will set your brand apart from countless others.
Randy Frisch, CMO and Co-Founder at Uberflip, becomes the guest in this special Content Experience Show to discuss his new book, F#ck Content Marketing: Focus on Content Experience to Drive Demand, Revenue & Relationships, and why highly personalized experiences should be the goal.
In This Episode:
Why the Experience of Interacting With Your Content Matters
Frisch’s book isn’t a call to put an end to content marketing—his point is that we as marketers don’t focus enough on what comes after the writing. How do we get our content in front of our audience to get them to actually engage with it?
“We often put too much pressure and too much expectation on our content creators to go beyond creating content, and we have to remember a lot of them were journalists before.”
How to Develop a Content Experience Framework
If a room full of people were to open up their Spotify apps, everyone would have a different “Made for You” playlist. That’s true personalization at scale. The Content Experience Framework empowers marketers with a five-step guide to achieving that kind of Spotify-level personalization with the content they already have.
“As marketers, we have to figure out ways to understand where someone is at and start to deliver personalized experiences.”
Personalizing Content Experiences for the Buyer Journey
When it comes to personalizing content experiences for the buyer journey, Frisch says technology is the last thing you should invest in. Instead, get started with the basics. You should start auditing and tagging your content in an Excel spreadsheet and go from there.
“You should invest in great people, make sure they have a great process, and then when things are starting to break with scale, maybe you put in technology.” — @randyfrisch
Special Thanks to Our Sponsors:
- Content Experience Report
- Convince & Convert
- F#ck Content Marketing: Focus on Content Experience to Drive Demand, Revenue & Relationships
For more insights from your favorite marketers, visit the Conex: The Content Experience Show stream.
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