This book starts out with the premise that it is not for content marketers. It is for others in the organization, but it is primarily for marketers. This is one hundred percent true. I am a content marketer and I wish my marketing colleagues at previous companies had the chance the read this book while I was there. It really explains how content marketing works across a company and how results happen when everyone knows their role with regard to content. It helps that the book is grounded in the most common go-to-market strategies: inbound marketing, demand generation, account-based marketing and sales enablement.
It makes the case that the content experience is just as important as the content itself. Great content that provides value is table stakes for any B2B organization, and that is not under discussion. The core of the book is the content experience framework, which supports how to personalize content experiences at scale. The five parts of the framework are centralize content, organize content, personalize experiences, distribute content, and generate results. Each element is covered in its own chapter.
While the book is based on the author's conversations with marketers and examples from his own company's software customers, it is not a pitch for Uberflip as a content experience platform. It is based on the ideas that led to the development of the tool in the first place and how they have been refined over the years. Randy's crisp and clear tone, as well as personal stories and hockey analogies (relatable for non-Canadians), make this a book that all B2B marketers should read in 2019, especially if they really want to understand how to use content to connect with customers and prospects.
Disclosure: Randy and I co-hosted Season 3 of the Content Pros podcast together (now the Content Experience Show) and I have been a customer of his company.
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Common Sense Book about what really works with Digital Marketing, plus more...
I saw and listened to Randy at the ConEx in Austin a couple weeks ago, too. I went to specifically hear him after reading some promotional excerpts from this new book. I have always felt the same way as Randy, but could not articulate my thoughts as well as Randy has done within his book. "F#ck Content Marketing" I find to be articulate with organized processes along with tons of info on the subject in addition to actionable and executable strategies. If you ever go to hear Randy, ask him "How much is in the cookie jar?" and about how he ended up watching Dora the Explorer on YouTube. Be prepared for his answer...
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Common Sense Book about what really works with Digital Marketing, plus more...
Reviewed in the United States on March 6, 2019
I saw and listened to Randy at the ConEx in Austin a couple weeks ago, too. I went to specifically hear him after reading some promotional excerpts from this new book. I have always felt the same way as Randy, but could not articulate my thoughts as well as Randy has done within his book. "F#ck Content Marketing" I find to be articulate with organized processes along with tons of info on the subject in addition to actionable and executable strategies. If you ever go to hear Randy, ask him "How much is in the cookie jar?" and about how he ended up watching Dora the Explorer on YouTube. Be prepared for his answer...
Reviewed in the United States on March 6, 2019
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