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Blink 3 of 8 - The 5 AM Club
by Robin Sharma
F#ck Content Marketing
Summary of 7 key ideas
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Key idea 1 of 7
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.
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What is F#ck Content Marketing about?
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.
Best quote from F#ck Content Marketing
Spotify knows how to hook their listeners in with tried and true content, while slowly introducing other ideas.
—Randy Frisch
Who should read F#ck Content Marketing?
- Content marketers
- Anyone who wants their content to reach more people
- Managers who want to find new ways to increase sales
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