“What we do in life is we solve what’s in front of us instead of what’s next.” That’s exactly how most brands have approached content marketing. The initial challenge was creating all of this content. So we focused on content creation. Now there’s too much content and people aren’t engaging with it. As CMO and Co-Founder of Uberflip, Randy Frisch helps marketers create engaging content experiences. He’s also the author of a new book with a NSFW title that we discuss on this week’s episode of the On Brand podcast.
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About 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 a host of Conex: The Content Experience Show podcast, which 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).
Why drop the F-bomb in a book title? Randy shared the story of how the title F#ck Content Marketing first came to him. “I was getting on a plane and I just read this article that cited data from Sirius Decisions that says that 70% of the content we create goes unused.” This is a sobering statistic.
How do we get beyond just creating content? “The answer is moving to the definition of content experience.” Randy then walked us through the three key considerations: (1) Environment—where the content goes, (2) Structure—tagging to surface the right content at the right time, and (3) Engagement—how you personalize the experience.
Making your brand style guide public. As I wrote about in my book Brand Now, I’m a big fan of the Uberflip style guide. Specifically, the fact that it’s posted publicly and it’s easy to access. In fact, you can access it here. Be sure to check out the section on brand voice as it states what traits “Uberflippers” should strive for and what traits they should avoid.
Don’t take yourself too seriously. Beyond his playful book title, Randy stressed that they don’t take themselves seriously at Uberflip. Which is why you can’t miss them at trade shows. From their big pink booth to their headbands, Uberflip is all about standing out. He estimates they’ve sent out over 30,000 headbands. As Randy said, “If something’s stupid and working you should stick with it.”
What brand has made Randy smile recently? Randy shared his experience with Peloton in a way that was very relevant to our conversation on the show.
As We Wrap …
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On Brand is sponsored by my book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more.
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