Uberflip's Randy Frisch talks Fuck Content Marketing at Content Talks Toronto

Big-picture thinking drove the discussion, with Frisch summarizing the early days of Uberflip and how it landed in the place it is now, before going places we can all relate to. Here is a brief rundown of the night—and a few good words to work by.


“There is no point creating all the content we create if it’s not going to be used. Apparently, 70% of the content we create goes unused… You can create an amazing blog post, an amazing video, but putting it on your website doesn’t mean people are going to find it. When was the last time you went to Google and actually went to page two of the search results?

“We have to put [our content] in context to the audience we’re working with. We have to line up content the way people expect to consume it, like Netflix and Spotify.”


“What’s new to someone today, may be new to someone else three months from now. You can create more content if you want to be a thought-leadership website—for some of you, that may be important, you may need that regular cadence of content. But there are other [objectives] to guide buyers through a sales call and in those cases, the most relevant content might be something you created six months ago. The problem is: That asset lives on page 6 or 16 or 72 and we expect readers to find it. And if they do find it, or we direct them to that asset, they may think: I really liked that piece of content, so they go to the next piece—but the next post may no longer be relevant… Your website may not be set up in the way that the audience wants to consume it.”


“We’re starting to see personalization everywhere. There’s that expectation today… LinkedIn is a curated audience and the news that’s fed to me is also curated to my interests. I find myself going there for just five minutes, and 25 minutes later, I’m still there. We have to figure out how to emulate that experience, how to get people to land on our content and say, ‘I’m not leaving.’

“A lot of us have been trained that success is just one click. ‘I got engagement!’ But how many click on seven things at once or flow through seven different assets? To me that’s success, that’s the way we accelerate sales velocity.”


“Give thought to what is going to be suggested next, at the bottom of the post—what is next? The argument for dropping people into a collection of assets is that some of us are selling into large buying groups… One piece of content may not be relevant to another group. We had to create content, to arm our team with different assets, to be ready for all the different buyers. Think about all the different people weighing in, other than just the champion.”


“We’ve made it necessary for someone to say Accept, and we all just click Accept, it’s just a hurdle. There’s a great opportunity to do a better job. The key is to make us more responsible for what we do with data: 1. Having the right systems in place to guard data. 2. With that data comes both great responsibility as well as great opportunity.

“We just expect Google knows I want the Beer Store near me… These companies are taking the ability to track us and adding value. Are we using the data we have in a responsible way and also in a way that adds value? If you don’t use the cues that are making visits a personalized experience, [people are] very quickly going to make a mental decision whether or not to trust you.”


“Where does the job of the content marketer begin and end? You need to understand the audience you’re writing for, create content and figure out what content is working—I think that’s a lot to take on in itself.

“In smaller organizations, content marketers to do more. The real question is: Who should the content marketer be matrixing with to make sure the content is being used effectively? Content marketers have to think about how they’re going to play inside the activities that are driving revenue.”

To see the full conversation with Randy: