Why Smart Marketers Are Embracing Experiential Content [Podcast]

May 20, 2019 Randy Frisch

As a marketer, I'm sure it’d be no surprise for you to hear that today’s consumers have sky-high expectations for brand content. Whether it's B2C content they're consuming in their home lives or B2B content at work, buyers demand relevance, authenticity, and personalization in everything they engage with.

As you'll hear in this podcast, consumers crave content that takes them on a journey and sparks a meaningful connection. They’re not just looking for an interesting piece of content, they’re looking for a content experience.    

Have you considered what experiential content might look like for your brand? Tune in to this week’s episode of the Content Experience Show to hear Ceros’ Head of Brand Strategy Ryan Brown explore what kinds of experiences tend to succeed and ideas your brand can adapt to suit your unique audience.

In This Episode:

How Experiential Content Differs from Traditional Content Marketing

Brown comments on how many businesses are churning out blog posts and PDFs like they have been for years, not thinking of how this static content is received by their audiences. He explains how Ceros helps companies create content for digital experiences, but does so in a more active and purposeful way.

“The experience that a lot of companies are creating with content is largely similar. You take the blogs, PDFs, ebooks, and whitepapers, and reports. You could swap out a logo and the colors for one to another, and you still have a quite similar experience.” – @_RyanBrown_

Why Successful Brands Are Already Shifting Their Focus

To make a real impact, marketers need to shift from their mindset of, "I'm going to create great content," to "I'm going to create experiences." Just as people have become so experience-focused in the physical world, we need to be embracing this shift in the digital world as well.

“More and more people have an expectation for brands to make a connection or make them feel better.” – @_RyanBrown_

Ideas to Jumpstart Your Marketing Team’s Experiential Content Brainstorming

In the second half of the episode, Brown digs into some examples of ways to engage your audience with experiential content as they move through their digital journey. (If you want to see for yourself, the team at Ceros curates their best customer examples here!)

“It’s right that innovation goes to this experience lens. When you do that, you up the quality of the interaction, up the quality of the content, up the quality of everything that will resonate better with people.” – @_RyanBrown_


For more insights from your favorite marketers, visit the Conex: The Content Experience Show stream.

About the Author

Randy Frisch

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 fuelled 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).

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