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 should make it memorable.

“The idea there was not that we shouldn't create content. It wasn't that I hate content marketers. 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.”

Randy is the CMO and Co-founder of Uberflip, an experience marketing platform that is empowering marketers to create remarkable content by surfacing the right thing at the right time. On this 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.

Main Takeaways

Solving the Correct Problem: 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.
Content as an Experience: Everyone is producing content, from videos to blog posts, and it's easy to just put anything up on your company website. What makes for great content is the experience that surrounds it. This can include things like the visual aesthetic, the landing page it lives on, the display and the placement. Don’t just produce content, but make sure the content you are producing is a memorable experience for the consumer.
Marketing and Sales Alignment: Marketing and sales should no longer be operating in silos. On average, when the two departments operate separately from one another, it could cost businesses between 20 and 30% in revenue. To build valuable content, your content must reflect the goals of your sales and should sync with the way you talk about your product and service.

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