Can You Increase Sales by Decreasing Content? [Podcast]

May 4, 2017 Randy Frisch

Hana Abaza, Head of Marketing at Shopify Plus, joins the Content Pros Podcast to discuss how business success changes the approach to content marketing. 

Special thanks to our sponsors:

In This Episode

  • Why better quality means less content
  • How business growth leads directly to a complete revamp of your content
  • Why well-organized content means making it easy to navigate for external and internal audiences
  • How a successful content marketing plan leads to spending more time with sales than marketing

Quotes From This Episode

“We wanted to make sure that we were setting a really great example in terms of how content marketing can not only be a vehicle to bring awareness, create thought leadership, but can also be a growth engine for your business.” —@HanaAbaza

“The question we should all be asking ourselves as content marketers isn’t how do we get more traffic. It’s how do we get to the desired outcome with the least amount of traffic possible?” —@HanaAbaza

“ABM is not something that marketing can just go do in a silo. It really has to be a company wide’s strategic efforts to identify the right accounts.” —@HanaAbaza


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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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