May 14, 2021
Content Marketing is Broken; Here’s How You Fix It
Insights from Randy Frisch, Co-founder, CMO and President of Uberflip
Randy Frisch wants you to know something: he doesn’t hate content marketing. Randy just believes that if you’re going to invest your time and resources into something, you better make it memorable.
“The idea there was not that we shouldn’t create content, and it wasn’t that I hate content marketers,” Frisch said. It was more so that there’s no value in creating all this content If it’s not going to get used, and if it’s not going to be found.”
Marketers are more in control of the B2B journey than ever before, and while marketers are focusing heavily on personalizing those journeys for their buyers there is often a disconnect between the experiences that marketers deliver and what buyers are expecting.
“We actually went and we spoke to marketers and we said, ‘What does personalization mean to you?’” Frisch said. “And they said, ‘It’s things like knowing the customer’s name, knowing the customer’s company that they work for and knowing the industry.’ A lot of the ads that we do online, or a lot of the emails that we send, they know the name. But when we actually asked that same question, what does personalization mean to you to the buyers, their number one answer was not knowing my name, knowing my company. It was knowing the problem I’m looking to solve.”
On a recent episode of Marketing Trends, Randy discusses what content experiences are and how marketers can better leverage their content to create lasting impressions on their buyers. Plus, he explains why your personalization efforts are not as good as you think they are.
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