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\u201cWhat we do in life is we solve what\u2019s in front of us instead of what\u2019s next.\u201d That\u2019s exactly how most brands have approached content marketing. The initial challenge was creating all of this content. So we focused on content creation. Now there\u2019s too much content and people aren\u2019t engaging with it. As CMO and Co-Founder of Uberflip, Randy Frisch helps marketers create engaging content experiences. He\u2019s also the author of a new book with a NSFW title that we discuss on this week\u2019s episode of the On Brand podcast.\nAbout Randy Frisch\nRandy Frisch\xa0is the CMO and Co-Founder of Uberflip, a content experience platform that empowers marketers to create content experiences at every stage of the buyer\u2019s journey. He has defined and led this movement, prompting marketers to think beyond content creation and truly put their customers first by focusing on the experience.\nThis movement has fuelled an annual conference, Conex: The Content Experience, that brings together 750+ passionate marketers, and a North American-wide Conex Tour. Randy is also a host of Conex: The Content Experience Show podcast, which was named one of the Top 50 Fearless Marketers in the world by Marketo, and is the best-selling author of\xa0F#ck Content Marketing: Focus on Content Experience\xa0(yeah, he swears sometimes).\nEpisode Highlights\nWhy drop the F-bomb in a book title?\xa0Randy shared the story of how the title\xa0F#ck Content Marketing\xa0first came to him.\xa0\u201cI was getting on a plane and I just read this article that cited data from Sirius\xa0Decisions that says that 70% of the content we create goes\xa0unused.\u201d This is a\xa0sobering\xa0statistic.\xa0\nHow do we get beyond just creating content?\xa0\u201cThe answer is\xa0moving to the definition of\xa0content experience.\u201d Randy then walked us through the three key considerations: (1) Environment\u2014where the content goes, (2) Structure\u2014tagging to surface the right content at the right time, and (3) Engagement\u2014how you personalize the\xa0experience.\xa0\nMaking your brand style guide public.\xa0As I wrote about in my book\xa0Brand Now, I\u2019m a big fan of the Uberflip style guide. Specifically, the fact that it\u2019s posted publicly and it\u2019s easy to access. In fact, you can\xa0access it here. Be sure to check out the section on brand voice as it states what traits \u201cUberflippers\u201d should strive for and what traits they should avoid.\xa0\nDon\u2019t take yourself too seriously.\xa0Beyond his playful book title, Randy stressed that they don\u2019t take themselves seriously at Uberflip. Which is why you can\u2019t miss them at trade shows. From their big pink booth to their headbands, Uberflip is all about standing out. He estimates they\u2019ve sent out over 30,000 headbands. As Randy said, \u201cIf something\u2019s stupid and working you should stick with it.\u201d\xa0\nWhat brand has made Randy smile recently?\xa0Randy shared his experience with Peloton in a way that was very relevant to our conversation on the show.\nTo learn more,\xa0check out Randy\u2019s book\xa0F#ck Content Marketing, his\xa0personal website\xa0as well as the Uberflip site. You can also\xa0connect with him on LinkedIn.\nAs We Wrap \u2026\nDid you hear something you liked on this episode or another?\xa0Do you have a question you\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\nOn Brand is sponsored by my book\xa0Brand Now.\xa0Discover the seven dynamics to help your brand stand out in our crowded, distracted world.\xa0Order now and get special digital extras.\xa0Learn more.\n\n\nSubscribe to the podcast\xa0\u2013 You can subscribe to the show via\xa0Apple Podcasts,\xa0Stitcher,\xa0Google Play,\xa0TuneIn, and\xa0RSS.\n\n\nRate and review the show\xa0\u2013 If you like what you\u2019re hearing, head over to\xa0Apple Podcasts\xa0and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.\n\n\nOK. How do you rate and review a podcast?\xa0Need a quick tutorial on leaving a rating/review in iTunes?\xa0Check this out.\n\nUntil next week, I\u2019ll see you on the Internet!\nLearn more about your ad choices. Visit megaphone.fm/adchoices