#41 How to personalize content and make it scalable, ft. Randy Frisch
Ten years ago, circumstances forced marketer Randy Frisch into entrepreneurship — and he hasn’t looked back. Back then, producing presentations required complex coding skills using Flash, and getting content onto a website put marketers at the mercy of web developers and tech support. Put simply, marketers had to make inventive use out of software that wasn’t the best fit for their workflows. If you needed to get content out the door quickly, you still had to be prepared to wait.
Fast-forward to the present day. As well as being an entrepreneur, investor, and best-selling author, Randy is the Chief Evangelist of Content Experience and Co-Founder and President at Uberflip — a martech company that’s a leader in content experiences. Like all great business ideas, Uberflip started as a simple solution to a widely-experienced problem. Since then, the company has grown from a ‘Flipbooks’ PDF creator to the world’s first content experience platform.
In this episode of the Unsubscribed! Podcast, Randy reflects on how perceptions of content have changed. In a world of personalized content, exemplified by the likes of Netflix and Spotify, account-based marketing needs to cater content to the buyer. At a time when the relationship between sales and marketing has never been closer, marketers must be able to provide the right content at the right point in the funnel, generating awareness and moving the customer forward. This means finding relevant content quickly, without overly relying on new content.
Randy also shares his insights into how to make the most from your existing content, alongside approaches to a more personalized customer experience, at scale. From getting the role of your content experience evangelist right, to listening and incorporating customer ideas and feedback into your product, choosing the right voice, and understanding individual customer needs, are non-negotiable.
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