F#ck Content Marketing: Focus on Content Experience to Drive Demand, Revenue & Relationships

(upbeat music) – It's a great question because
people will see the title, which is "Fuck Content Marketing", and they will think that
it has everything to do with content marketing
in a part of marketing where we actually have a job
title called content marketer. And a lot of my team was very concerned that the content marketer would, first of all, be the one to read this, and second, would be highly insulted. So let me clear out that
this is not about saying that content marketers are terrible. In fact, I think they're extremely gifted.

I think the idea of the book was more so that there's no point in
creating all that content if the rest of the organization
is not gonna leverage it. And it's interesting. If you look over the last 10 years, just getting to the
point where we are today with how easily we can create content, even like this video that will be edited and
produced for your audience, we weren't at that comfort
level 10 years ago. We've got in there. The question though is how are you gonna
leverage that content? Because if as much of it goes unused, as in all this serious
decisions (mumbles), they say 70% unused, well then what's the point of having put all that
effort into the upfront part? (upbeat music) Absolutely. So a big part of the book
is unpacking a framework. I promise people who decide to tune in, it is not a textbook framework. It's more of a practitioner's framework. How do I actually go as a
marketer and think about creating these personalized
experiences at scale.

So it's five steps that
I walk people through. The first is to centralize your content. So that idea is really pulling together all the various (mumbles)
of content you have. It could be, as we said,
blog posts, ebooks, videos, various formats. The second step, once we have an accounting
of all that content, we have to start to organize it better. So that's the back end things
that we do to tag content. Not just from an SCO perspective, but also how do we find the content? We have all this content
in our organization and some of us just showed
up into that company three months ago. How do I go and find the
right assets for my persona that may have been crafted a year ago and they're still relevant? So that's step two. Then the fun starts, that's step three. Step three is about personalization.

It's taking that tagging and being able to search and pull together
the right resources that your audience needs to
buy from you in that moment. Once we have those pulled together, then we can start to think
about how we distribute, how we engage our audience into the day. But there's no point in doing that and sending them back to
this massive repository with so many different pieces of content. When we do those four steps,
we get to the fifth one, is we start to see results. Now results for a marketer usually means we're generating leads,
we're generating engagement, perhaps even pushing someone
over that revenue line. (upbeat music) The first thing to keep in mind is, what I hit on in this book is more about what to do
once you've created content.

If you're still at that stage of trying to figure out how
to create better content, write better content, I would take a look at someone, like Ann Handley has a great
book called "Everybody Writes". It really digs into how to
create compelling content that your audience is gonna want to read. Once you have that content though, the whole idea of this is how do I start to think
about personalizing? Now I would suggest that every company, no matter what stage they're at, should be thinking about that. The reality though is just
how many different personas or how many different
audiences can we personalize to depending on our scale. Now you'd look at a company
as big as, say, Microsoft, how Microsoft has so
many different segments and so many different geographies
behind different products that they're gonna sell to. If you're a small business, you will just have to think about who is the most likely to buy from me and how do I personalize to
get their attention right now? (upbeat music) What we'll do is we'll actually make sure that we take content
that's very well geared to, say, a demand generation marketer, and make sure we put that
content in front of them.

And similarly, we have
a persona that may be more in content marketing. They still are involved in
that buying process with us. Even though they may not be the champion, we have to give them content
that get them on site. So personalizing content by
persona is one way to do it. Another example, a customer that we worked
with called Snowflake, they're down to the level
of account-based marketing. And account-based marketing is this idea of how do I personalize down to the individual customer or account that I'm trying to sell to? And in that way, we can start to do things like having the logo of the customer on the page that we direct them to.

We pick content that gears
around their industry or their vertical. And to some degree, in some cases, we may even create net new
content for that audience. But I'll caution, that's
not always needed. (upbeat music) Technology is in place today to allow us to know a lot about people the moment they come to our website, they engage with us the first time. Even if they haven't
put their hand and said "Here's my contact details," we can get third-party intent data and we can personalize based on that by understanding what they're trending on, what they're searching on, as long as they're doing that.

Now we have to remember that with that, if you will, with that data
comes a lot of responsibility. We need to make sure
that we don't abuse it, but rather that we add
value back in return. Now to answer your other question, how do we engage them in a
way that is more personalized, that's where there's this
need for marketing operations. That's helping to build an
understanding of our contacts and a database, and leveraging that so that every distribution
point that we have starts to feel more personalized. And there's a lot of processes, a lot of technology out there today that goes beyond even Uberflip to get into things like, okay, if I'm gonna send
you a re-targeted ad because you visited my site, now you're on Instagram
or you're on Google and I can put an ad that
ties back to the fact that you came to visit me. Now my ability to do so and dropping something
as simple as your name or your company's logo
into the advertisement will increase the likelihood for it to capture your attention.

The key though is that
once you click on that ad, or once you open the email
and you click through, that the destination
is just as customized. And that's where it comes down to pulling together the right content assets. (upbeat music) Best place to go would
be start at Uberflip.com. We've got a really fun video that we had a little fun with what we do by explaining it to people like there is something as simple as a
five-year-old, no offense, but really dumbing this down.

And that'll send you on a journey. Beyond there, we've got a lot of content organized by different
challenges that you may have, which is everything we've
been talking about today. You can check that out
at hub.Uberflip.com..

As found on YouTube

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