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Remarkable Content with Ian Faison

Remarkable Content with Ian Faison

著者： Caspian Studios Ian Faison
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 Marketing lessons from Hollywood, B2C, B2B and beyond! “A smart, goofy show that blends marketing, Hollywood, advertising and pop-culture. A must-listen for any marketer looking for fresh ideas.” - Oprah and Tom Hanks, simultaneously Hosted by Ian Faison and Meredith Gooderham and produced by Jess Avellino. Sound design by Scott Goodrich. Created by the team at Caspian Studios.Caspian Studios マネジメント マネジメント・リーダーシップ マーケティング マーケティング・セールス リーダーシップ 経済学
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  • Record Store Day: B2B Marketing Lessons on Leaning into Analog in a Digital World with Sr. Director, Content Marketing at Upwork, Robert McCauley

    Record Store Day: B2B Marketing Lessons on Leaning into Analog in a Digital World with Sr. Director, Content Marketing at Upwork, Robert McCauley
    2025/05/13
    Reviving vinyl in the digital age sounded impossible until the creation of Record Store Day changed everything.Launched with Metallica at a San Francisco record shop in 2008, it became a global celebration of indie music culture and a blueprint for building real human connections. In this episode, we drop the needle on what marketers can learn from vinyl’s resurgence with special guest Robert McCauley, Sr. Director of Content Marketing at Upwork.Together, we explore what B2B marketers can learn from community-driven events, the power of exclusivity, and how to build content strategies that truly resonate.About our guest, Robert McCauleyRobert has 20+ years of experience in content marketing, editorial, and communications. At Upwork, he leads a team of more than two dozen amazing content marketers, customer marketers, and multimedia professionals. (In fact, you can find out more about how awesome they are by checking out this link: https://bit.ly/3PGXNcD.) Robert lives in the San Francisco Bay Area with his wife and their high-octane fourth-grader. Ask him about his vinyl collection if you’re looking to waste an hour or two.What B2B Companies Can Learn From Record Store Day:Sell the experience, not just the product. Exclusivity and differentiation aren’t just nice-to-haves; they’re why people line up on Record Store Day. As Robert puts it, “Part of the reason that someone is gonna pay $40 for something that they could, in theory, get for free is because the artists and record labels have done a nice job of selling the exclusivity and the differentiation. And, frankly, understanding their audience.” In B2B marketing, it’s a reminder that when you make your audience feel like they’re getting something rare and tailored, they’ll lean in.Community turns customers into believers. Record Store Day isn’t really about what you buy, it’s about who you’re with. Robert says, “This is where the power of community really comes in. It feels like a celebration of music. It feels like a celebration of vinyl... it feels like an event, a way to connect with people that are passionate about something like you are.” That emotional connection is the secret ingredient. For marketers, if your audience feels seen and connected, your brand becomes more than a service. It becomes a shared story.Go analog to cut through the noise. In a world of constant digital overload, physical media feels almost radical. Robert explains, “Analog physical media can really make an impact. We're all flooded with digital stuff all day, every day... the thing that cuts through that are physical things because they're so far, few and far between nowadays.” For marketers, this is a cue to think tactile because sometimes, the most unforgettable touchpoint isn’t a notification, it’s something your audience can actually hold.Quotes*“ When done right and in a very strategic way, analog physical media can really make an impact, right? We're all flooded with digital stuff all day, every day. There's the whole joke of you going from kind of your midsize screen to your small screen, to your big screen over the course of the day. And the thing that cuts through that are physical things because they're sort of so far few and far between nowadays.”*“ Record Store Day at the end of the day is really an awesome in-person event. And in-person events, I think, in general, can be really effective for marketers. And again, when they're well thought out and done well. One of the great things about this is that, again, it's about community. It's about doing something that people appreciate and like. It's about feeling very kind of personalized to the things that they're passionate about. And, I think again, it just reinforces the fact that there are great ways of connecting with your customers much more directly and, of course, physically than over email or something. And they have a much stronger impact when you are face to face with someone and they remember your name, or you have a conversation, or you enjoy the coffee, or the excitement in the atmosphere that the event brought you. So I think it's the way that these are run are a good example of how in-person events can and should be run and can really make a difference to marketing efforts.”“  We always, as content marketers and B2B marketers, I think, worry that we have one opportunity to kind of hook our audience. If we don't do it now, if we don't get everything we need, this is gonna pass us by. There's this trust of, ‘Hey, I am confident that over time I'm gonna show you the value of my content in this case, my music, and I'm gonna get hooked.’ And that will be rewarded down the line. It's definitely a long-term play, but it is very counter to, I think, a lot of our instincts of squeeze as much as we can as quickly as we can.”Time Stamps[0:55] Meet Robert McCauley, Sr. Director, Content Marketing at Upwork[01:26] Why Record Store Day?[03:21] Origins of...
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    1 時間 1 分
  • Levi's Odyssey Ad: B2B Marketing Lessons on Building Brands That Break Walls with Head of US Marketing at Freepik, Paula Vivas

    Levi's Odyssey Ad: B2B Marketing Lessons on Building Brands That Break Walls with Head of US Marketing at Freepik, Paula Vivas
    2025/05/06
    A man crashes through walls. A woman joins him. Together, they run straight into the sky. No dialogue. Just music, motion, and a pair of Levi’s jeans.This is Odyssey, the Levi’s ad that changed how we think about brand storytelling. In this episode, we're unpacking its marketing lessons with our special guest, Paula Vivas, Head of US Marketing at Freepik.Together, we explore why storytelling is the most powerful strategy, how boldness builds lasting brand identity, and why emotional resonance is your greatest competitive edge.Because the best marketing doesn’t just show a product, it makes you feel something real.About our guest, Paula VivasPaula Vivas is the Head of US Marketing at Freepik. She has over 15 years of experience in visual design, online marketing, and social media marketing, with a passion for creating and promoting engaging and innovative content.Paula is also the co-founder of Charis, a platform that celebrates AI‑empowered creativity. With that, they launched the Charis Awards, a global competition that showcases the best AI-generated images and their creators.Paula’s experience spans across Product Marketing, Content Marketing, Events, Ads and Growth Marketing in the Tech industry.What B2B Companies Can Learn From Levi's Odyssey ad:Story is the strategy. The Levi's Odyssey ad didn’t just sell jeans, it sold a feeling of liberation. Paula recalls watching it and thinking, “I want to be able to give a meaning to a brand.” The brilliance wasn’t in the product, but in the story it told, breaking through walls, both literally and metaphorically. In marketing, stories aren't a “nice to have”; they’re the whole point. When you anchor your brand in a powerful narrative, you move from transactional to transformational.Break through with brand identity. In the Levi's Odyssey ad, two people sprint through wall after wall, finally launching into the sky, all while wearing Levi's jeans. To Paula, it wasn’t just an ad; it was a masterclass in brand symbolism. No voiceover. No product breakdown. Just raw, kinetic metaphor for freedom and durability. In B2B, the lesson holds: skip the specs and aim for the soul. The brands that break through aren’t the loudest, they’re the ones that hit instinct before intellect.Emotion is the ultimate differentiator. What makes the Levi's Odyssey ad timeless wasn’t just its visuals; it was how it made Paula feel. In an era of AI-generated everything, emotion is your moat. Tools can replicate images, but not meaning. The best marketing doesn’t just look good, it makes you feel something. Give your audience that, and they’ll remember everything.Quotes*“ Let's make great content. Let’s forget about Will Smith eating spaghetti. Let’s forget about doing another Star Wars. Star Wars is going to be there, and of course, that’s going to go viral because it’s Star Wars. Let’s create beautiful content for you to watch, and sit down and say, ‘This is what a creative mind can do. This is what we can do with AI.’ Let's make something original. Let's create a path that's different.”*“ I don't think AI is going to take out anything. I think it needs to be humane. We need to be behind it. We need to be the person at the wheel. LLMs are created by us, so we have to be there, right? Our creative part is always gonna be there.”*“ If you give me a cookbook, that doesn't make me a chef. [AI] is not gonna take anybody away. It is just gonna make everyone better and faster and explode those creative parts of themselves.”Time Stamps[0:55] Meet Paula Vivas, Head of US Marketing at Freepik[02:32] Why Levi's Odyssey Ad?[03:09] Levi's Odyssey Ad Origin[08:01] Why Great Storytelling is Your Differentiator[15:17] What is Upscale Conf?[18:47] Freepik's SEO Strategy[21:58] How Freepik Simplifies Prompt Engineering[24:17] Behind the Scenes of Upscale Conf[27:22] What’s Next for Upscale Conf[31:05] Freepik's Content and Brand Strategy[34:01] Breaking Down Freepik's Music Collection[37:11] Final Thoughts and TakeawaysLinksConnect with Paula on LinkedInLearn more about FreepikAbout Remarkable!Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com. In today’s episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Head of Production). Remarkable was produced this week by Jess Avellino, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK. Create something remarkable. Rise above the noise.
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    37 分
  • Settlers of Catan: B2B Marketing Lessons on Thinking Beyond Your Next Move with Chief Marketing Officer at Dialpad, Jen Grant

    Settlers of Catan: B2B Marketing Lessons on Thinking Beyond Your Next Move with Chief Marketing Officer at Dialpad, Jen Grant
    2025/04/29
    Marketing isn’t just about tactics, it’s about strategy. And most times, the smartest move is playing the long game.That’s the strategy behind Settlers of Catan, a board game built on resource trading, calculated risks, and thinking three steps ahead. In this episode, we’re drawing inspiration from its gameplay with our special guest, Jen Grant, Chief Marketing Officer at Dialpad.Together, we explore what B2B marketers can learn from staying focused on their own path, anticipating competitor reactions, and building a diversified strategy that drives long-term growth. Because in both Settlers of Catan and marketing, the real power play is thinking beyond your next move.About our guest, Jen GrantBefore joining Dialpad as Chief Marketing Officer in October 2024, Jen served on the Dialpad Board of Directors, held C-level positions at Cube and Appify, led Looker’s marketing, drove the rebrand of Elastic, and grew Box to an industry-leading enterprise content company. Jen holds an MBA from Wharton, a BA from Princeton, and has been recognized as one of the Top 100 Princeton Technology leaders.What B2B Companies Can Learn From Settlers of Catan:Play your own game. In Catan, constantly reacting to what others are doing can leave you scrambling. The same applies in B2B marketing. Jen encourages a more grounded approach: “You do much better, sort of very quietly focusing on your own growth.” Instead of chasing competitors or mimicking market leaders, build a strategy that aligns with your own long-term vision. Because sustainable growth isn’t won through noise, but through quiet, deliberate moves.Always be forecasting. Winning at Catan means thinking ahead, not just about your next move, but the ones after that. Jen says,  “I actually really love the strategy part of it. Thinking about, okay, we're about to launch a particular feature. What's that gonna make the competition do?” In a competitive landscape, it’s not enough to plan for what you control; you also need to anticipate how others will react. Great marketers operate like strategic game players.Don’t bet on just one road to victory. Catan punishes one-dimensional players. You can’t win by hoarding sheep alone, you need balance. Jen explains, “It is never one thing…It's all of the things at the same time, executed perfectly well.” Diversification isn’t just about spreading risk; it’s about orchestrating a full-spectrum effort that compounds over time. The most impactful marketing isn’t siloed, it’s symphonic.Quotes*“The thing about Catan, and other board games, this might come into play too, but you could potentially spend all of your time trying to crush the other players…And when you play a game a lot, you're like, oh, I'm gonna try this strategy this time, see what happens. And one of the things that I've definitely never seen work is if you focus all your energy on messing with other people. You do much better sort of very quietly, focusing on your own growth.”*“ I actually think the reason I like the game so much is the game theory of thinking ahead, 2, 3, 4 steps ahead. And so you're thinking how am I gonna achieve my goals, but what are they gonna do when I do, whatever it is, buy this road. I love that part of the game. I love thinking out ahead, okay, if we do this, then what are they gonna do? And for marketing, I think we often get caught up in the fun, creative part of marketing. But I actually really love the strategy part of it, of thinking about, okay, we're about to launch a particular feature. What's that gonna make the competition do? Are they gonna freak out? Are we kind of catching up to them? And maybe we shouldn't be so loud about it 'cause we should have had this before. All of the different implications of what you do in a market and then how the competition actually responds.”*“ So the thing about Catan at the very beginning of the game is that there are numbers on every square. And so you get to choose two places to put your little settlement, and there are three numbers for each of those settlements. So right there, you have six numbers, and the numbers are on resources. And what's really important, and many people don't think about this, is you wanna have all of the resources available to you on numbers that get rolled frequently, but you can't be on only two numbers. And it kind of speaks to diversifying tactics. So that to me goes right to marketing. Oftentimes, we'll get CEOs or CFOs, probably more likely. Just find that one thing that works really well and put all your budget into the one thing, and you're like, it is never one thing. Never, never, never is it one thing. It's all of the things at the same time executed perfectly well.”Time Stamps[0:55] Meet Jen Grant, Chief Marketing Officer at Dialpad[02:10] Why Settlers of Catan[03:08] The Role of CMO at Dialpad[04:52] Dialpad's Evolution[09:19] Dialpad's Super Bowl Ad[10:40] Origins of Settlers of Catan[16:23] ...
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    58 分

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