The Hard Corps Marketing Show

Activating Content Marketing - Randy Frisch - Hard Corps Marketing Show #80

May 22, 2019

Your marketing team writes thought provoking blogs, creates educational webinars, and polished white papers, but what good is all that content if it’s not being activated? Have you considered how your buyers are interacting with your content? Is your content organized by format or by the problems your buyers could have?

A Speaker, Author, Host of the Content Experience, and Co-Founder & CMO of Uberflip, Randy Frisch, challenges marketers to be intentional about the content experience they are creating for their customers. Don’t miss this episode and learn how to activate your content marketing!

 

Takeaways:

  • The goal of content marketing is to drive profitable customer action.
  • A content marketer needs to consider what type of content experience they want to put in front of their buyers. The buyers are already having an experience with the content, whether the marketer is intentional about this experience or not, is the difference.
  • “70% of the content that we’re creating is going unused.”-Randy Frisch referencing Sirius Decisions
  • Think about the content as a nurture campaign. After the buyer interacts with your content, what is the next piece of content that they should be looking at to move them along in their buyer’s journey.
  • How do buyers experience content in real life? For example, if someone is watching a Netflix show, they are not waiting for a week before seeing the next episode. How can your content be a series of information to help solve the buyer’s problem?
  • There are three areas of content marketing: content creation, content distribution, and content experience.
  • The difference between content distribution and content experience is that distribution is just about sending out the content. The experience considers where people will see the content and what content they should be given next.
  • There are three keys to creating a good content experience: structure, environment, and engagement. How is the content structured to give to the right people, at the right time? Is the content visually appealing and easy to navigate? How do we personalize the content and serve the next piece?
  • There is a five-step framework to creating a good content experience: centralize, organize, personalize, distribute, and generate results.
  • When organizing content, do not categorize by format, sort by the solution that your content solves, for the problem the buyer has.
  • Earn your way and make sure that you understand what your customers are experiencing first, before diving too deep into the marketing world.
  • “The more that we can start to solve with content the same way that we solve for people those real life problems, versus, ‘Here are my products, what do you want?’ That’s really how we have to start shifting our thinking.” - Randy Frisch

 

Links:

 

 Busted Myths

  • Content marketing is simply creating content. The concept goes beyond this, a content marketer has to consider how the content is valuable, relevant, and consistent to the audience they are trying to reach. Does the content help to solve the problem the buyer has?
  • Organizing content by format is best practice. The format is not what solves the buyer’s problem. The buyer should not have to search and sift through a company’s blogs, webinars, and white papers to find information about the solution to their problem. Consider your buyers and their journey when deciding how to organize content.

 

Shout Outs

  • Ann Handley - 3:27
  • G2Crowd - 19:26
  • Drew Davis - 24:49