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

August 24, 2020 Randy Frisch

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

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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