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Zusammenfassung von F#ck Content Marketing

Name: F#ck Content Marketing
Rating: 3.8 (81 reviews)
Author: Randy Frisch

Randy Frisch

Focus on Content Experience to Drive Demand, Revenue & Relationships

3.8 (81 Bewertungen)

19 Min.

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F#ck Content Marketing
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What’s in it for me? Learn some of the biggest dos and don’ts of content marketing.

The term content marketing has been something of a buzzword for years now, ever since the internet became a new frontier for advertisers. But this means the term has also become somewhat confusing for people who simply want to know how to make the most of their time and effort in marketing their product or service on the web.

These blinks are here to remove much of the mystery around content marketing by taking the focus away from creating content and putting it on how to make the most of the content you already have. Most companies have no problem creating clever and engaging content, but they often misuse that content by putting it in the wrong places or making it hard to find, or by simply not knowing how to use it.

So let’s learn some of the best tips for using your content in powerful and engaging ways.

In these blinks you’ll find out

how algorithms increase user engagement;
why you shouldn’t separate your videos from your blog posts; and
how Oreo made the most of a Superbowl blackout.

We listen to music differently today, in part because content marketing has become much more personalized.

You don’t have to be a grandparent to know that the way we listen to music has changed considerably in recent years.

Back in the 1990s, a popular courtship ritual was to give the person on whom you had a crush a personally made mixtape containing just the right songs. However, since each side of the tape had room for only ten or so songs, deciding what songs to put on the mixtape could require days of deliberation. After all, in your mind, the cassette could last a lifetime, or even become a cherished heirloom!

Nowadays, the mixtape has evolved to become the digital playlist, and not only has it changed the rules of the mixtape, but it’s also opened the door for services to deliver useful, personalized content.

To begin with, while our mixtapes were limited to our personal music collection, users of streaming music services like Spotify have access to a seemingly unlimited supply of songs. What’s more, the storage limits of cassettes and CDs are a thing of the past, with Spotify playlists capable of growing to 500 songs or more. And it’s no longer a problem if you want to edit your virtual mixtape and add or replace certain songs.

Meanwhile, the algorithms used by Spotify use your browsing habits to generate personalized playlists automatically, filled with music by artists in whom you’ve already shown interest as well as new music by artists enjoyed by other users with similar tastes.

This level of personalized content delivery has proved to be highly successful for Spotify.

According to an annual report published by American venture capitalist Mary Meeker in 2018, between the years of 2014 and 2017, user engagement with Spotify increased from 37 percent to 44 percent. Meeker credits this boost to the personalized content that Spotify was sending to its users: in 2014, that content prompted users to listen to an average of 68 unique artists every month, while by 2017, that number had nearly doubled to 112.

This shows just how engaged users are with Spotify’s personalized content. On a personal note, the author’s son has also embraced the Spotify playlist feature by creating his own, appropriately titled “The #1 Playlist of All Time,” which currently comes in at 538 songs.

Social platforms know how to make us scroll, and this kind of ongoing experience is what makes content marketing work.

How often do you log in to your Facebook, LinkedIn or Instagram account with the intent of just killing a quick five minutes, only to look up from your device to discover a half-hour has gone missing?

Well, this happens to a lot of users of social media, because these products are expertly designed to keep you engaged.

Do your best to help your customers navigate content – by, for example, avoiding format buckets.

Here’s a famous joke among content marketers. Question: Where’s the best place to hide? Answer: The second page of a Google search result. But seriously, folks, no one wants to be low in Google rankings, since those doing the searching rarely look beyond the first page of results.

Like any other service, when people look for online content, they want a smooth and easy experience.

Content experience is important for marketing, so use your customers’ perspectives to test your product.

Imagine you’re terribly thirsty and your favorite cold beverage is waiting for you. The twist is that you can drink your favorite beverage either in a dank, smelly basement or on a sunny, quiet beach in the Caribbean. Not a difficult choice, is it?

Well, this is essentially the same decision content marketers need to keep in mind when considering content experience, which refers to the kind of environment in which customers will experience content.

Keep your content well-organized and centralized, so that you can better control the experience.

Do you have more content than you know what to do with? It might sound like a rare problem, but according to content marketer Robert Rose, the average business only publishes about a fifth of all the content it creates. That’s pretty wasteful, don’t you think?

The key to making sure your content gets put to maximum use is to centralize and organize it all in one place. There are so many free publishing platforms these days that it’s easy for things to fall through the cracks, so it’s smart to create a database in which to index your content.

Organizing your content intuitively is helpful to the customer’s journey, and tagging is the way to go.

Remember the video rental chain Blockbuster? Those big blue stores were everywhere in the 1990s. But once Netflix showed up on the scene, Blockbuster soon went bankrupt.

One of the reasons for Netflix’s success was that it was so much better at organizing its content in a way that was easy and intuitive for the customer to browse through.

For effective content marketing, distribute content via many different channels and constantly look out for marketing opportunities.

Once you’ve created engaging content, and you’ve organized it so that it’s easy to navigate, the job of effective content marketing then turns to the problem of how to get it noticed. How are your target customers going to know that there’s this bountiful bonanza of content just waiting to impress them?

This is where content distribution comes into play.

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Kernaussagen wichtiger Podcasts im Kurzformat mit den neuen „Shortcasts”

Worum geht es in F#ck Content Marketing?

Despite what the title says, F#ck Content Marketing (2019) isn’t against content marketing. Rather, it’s about clearing up the confusion and refocusing our attention on how to get the most from our content marketing efforts. To this end, author Randy Frisch is out to take the emphasis off of content creation and put it where it belongs: on how to get your content noticed and use it to create a meaningful customer experience.

Bestes Zitat aus F#ck Content Marketing

Spotify knows how to hook their listeners in with tried and true content, while slowly introducing other ideas.

—Randy Frisch

Wer F#ck Content Marketing lesen sollte

Content marketers
Anyone who wants their content to reach more people
Managers who want to find new ways to increase sales

Über den Autor

Randy Frisch is an entrepreneur and CMO of the content experience platform Uberflip, which helps businesses manage their content more effectively. He is also an in-demand public speaker and best-selling author. F#ck Content Marketing is his first book.

Kategorien mit F#ck Content Marketing

Marketing & Vertrieb

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