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Why the Best Content Doesn’t Always Win


If you think back to what the internet looked like ten or 20 years ago, it was a whole lot of sales-focused content. Websites were essentially digital brochures, and the most ‘education’ a company was concerned with was educating the masses on their product or service.

Fast-forward to 2018, and while our goals aren’t all that different, we’re a lot more covert about it now. We’ve got nearly every company out there creating and distributing content for education, entertainment, and thought leadership, but with the end goal of getting more exposure for our brands. The challenge now is that everyone’s content is competing for the same buyers’ attention. How can you make yours stand out?

It all comes down to promotion. Content is only effective to the extent that it is seen. So while you must create great content, you also must put the same effort into promoting it.

Andy Crestodina, Co-Founder and Chief Marketing Officer at Orbit Media Studios, joins the Content Experience Show to discuss the importance of promotion and creating visible content.

In This Episode: 

How Company Websites Have Changed

Andy discusses how in previous decades, every website was essentially a downloadable brochure, and the internet was filled with a bunch of sales messages. He explains how much this approach has shifted, and where we are now.

“The benefits of content are durable, and the competitive advantages that you gain are durable.” — @crestodina

Content Brings Long-Lasting Benefits; Ads are Short-Term

Every ad is temporary—it’s only around for as long as you’re paying for it. While content may take longer to gain traction, it lives for weeks, months, or even longer.

“The pieces of content we see every day aren't the best on the internet—they’re the best promoted.” — @crestodina

Promotion is Just as Important as the Quality of Your Content

“Post and pray” doesn't really work too well, Andy warns. In order to give your content a competitive advantage, it’s important to start thinking about your promotion strategy while creating your content.

“We need to be working at least as hard at promoting our content as we are on making it.” — @crestodina

Special Thanks to Our Sponsors:


Visit the Conex: The Content Experience Show stream for more insights from your favorite marketers.

About the Author

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).

Profile Photo of Randy Frisch