Remarkable Content with Ian Faison

Your content should haunt your audience. Not in a spooky kind of way. But in a way where it sticks with them and they think about it later.  So in this episode, we’re helping you revive your content strategy. We’re talking about Ghosts , the U.K. TV series, with the help of special guest, Director of Content Strategy at Acquia, Courtney Roe.  Together, we talk about infusing your core values in yo...

Marketing is like magic. It takes the right words in the right tone to cast a spell on your audience.  That’s what we’re talking about today with the help of our special guest, Kendra Walters, Director of Content Strategy at SAP Concur.  Together, we’re chatting about marketing lessons from Harry Potter , including having a ‘red thread’ tying your content to your storyline, creating a repeatable s...

It's easy to get technical when you're writing copy about a highly technical subject. But that's when you lose your audience. Instead ask, "What problem is this solving for my customer?" And explain it in their language. That's one strategy inspired by Michael Crichton that we're ​​​​exploring today with the CMO of Promo.com, Joel Horwitz.  Together, we talk about writing in layman's terms, thorou...

There’s one marketing tactic that can make people laugh, it can make people gasp. But either way it’ll make them remember your content for years.  It’s shock factor. And people aren’t using it enough in B2B marketing.  It’s eliciting this strong emotional response that grabs your audience’s attention, gets them talking about your brand, and makes your content rise above the noise. What’s not to lo...

Suffering from marketer’s block? Try making a parody. Take what’s trending, spin it to reflect your brand, and your next campaign will get people sharing.  That’s one of the things we’re talking about with MoEngage’s Head of Content & Organic Growth, Shana Haynie. Together, we chat about making a parody, capitalizing on industry trends, and following up with your audience after launching a new cam...

Your content can go so much further than you even know. A single video or podcast can turn into blog and Instagram posts, tweets, clips, TikTok videos, newsletters, and more.  But tackling all of that on a small marketing team can feel enormous. So this is where you divide and conquer across platforms and channels.  That’s one of the things the Real Housewives do really well. And what we’re chatti...

Your product is a life hack. Or maybe it’s technically a work hack. Use that to your advantage. Because everyone wants work to be easier, to go more smoothly, to be more efficient.  So if you can serve them up a shortcut that feels like a secret and looks pretty too, they’ll be easy to convert.  That’s why we’re taking lessons from Stanley and how they unlocked a whole new audience with the releas...

It doesn’t take magic to make content that resonates. You just have to be real.  Show your audience that you “get” them by catering to their cares, frustrations, and the reality of their day-to-day lives. But to do this, you really have to know your audience and their lived experience.  Just like how Jeff Kinney wrote a runaway hit inspired by his lived experience as a boy. The key is that though...

Don’t try to sell your product. Sell your story. Your audience mentally unsubscribes from you if you try too hard to just sell your product. Instead, tell a compelling story around the product that people will want to share with their friends. That’s what we’re talking about in this episode with the help of special guest, Director of Content & Thought Leadership at Clari, Devin Reed. Together, we...

Your next campaign is going to go viral. That is, if you use the marketing lessons we’re sharing in this episode of Remarkable. There’s a recipe basically guaranteed to get you eyeballs, likes, comments…pure and fevered engagement from your audience.  And we’re taking that recipe from Solo Stove’s viral ad featuring Snoop Dogg. That’s what we’re talking about in this episode of Remarkable with the...

Look closely at your competitors. Is there anything they do better than you?  Maybe it’s their messaging, their branding, their logo. Whatever it is, it doesn’t hurt to “borrow” ideas from them. We won’t call it stealing.  That’s just one of the things we’re talking about in this episode as we take marketing lessons from Fortnite with the help of special guest, VP, Head of Content at GreenSlate, C...

Your audience should be stumbling upon your brand. They shouldn’t have to go looking. That means putting out content they’ll encounter on their TV, on their drive to work, in their email, on Instagram and TikTok and LinkedIn. It also means they’ll think about your brand multiple times a week, maybe multiple times a day. That’s what you want. And that’s what we’ve got in this episode of Remarkable....

What does it take for your customers to: Recommend your brand to all their friends, family and coworkers? Take pictures of your product and post it on their personal social media? Wear your logo even if they don’t own the product? All of these are signs your customers are superfans evangelizing your brand. And transforming customers into devoted superfans is a potent marketing strategy that drives...

Marketing is an act of love.  The marketer puts out content like little thirst traps. We want to dazzle with our beautiful pictures and words. And we definitely didn’t lay awake at night trying to think of the perfect thing to say.  We marketers are gently wooing our audience from their first glance to becoming a dedicated customer. We are working to build everlasting relationships. And today, we’...

Muscle memory is killing your marketing strategy. It’s time to get off autopilot and take the helm. It’s tempting to repeat marketing tactics that worked once. But if you do the same thing over and over, those tactics can lose effectiveness over time. So we’re bringing you fresh marketing ideas inspired by a show that explores the benefits of navigating uncharted waters.  In this episode, we’re ta...

Data is going to help you up your marketing game. We’re showing you how. Right off the bat, “data analysis” probably doesn’t stir the soul. But it’s how you tune into your target audience so you can tailor your campaigns to them. Your messages will be more relevant, you’ll boost engagement, and not only convert leads but create lasting customer relationships. In other words, it’s by leveraging dat...

B2B marketers take themselves so seriously. A little more humor wouldn’t hurt. Even if you’re thinking, “I already use humor in my content,” we’re going to convince you to ramp it up. Because today, we’re looking to a company that spends about a third of its content just on humor. And despite having "wasted" content on humor, it's thanks to their booming sales that they’ve raised over $8.6 million...

Drop the technical jargon. Instead, speak your audience’s language. Language has power. And talking to your audience not as “marketer” but as someone who understands your customer’s world is key. This means speaking to their cares, concerns and frustrations. Do this and your audience engagement will soar.  In this episode, we’re looking at a show that literally speaks its audience’s languages: Spa...

Your content has the power to reposition your brand’s place in the industry. It’s time for you to take the lead.  So we’re sharing a story with you about a campaign that did just that. IBM’s Outthink campaign declared the beginning of the cognitive era; an era in which they were no longer a company that just sells technology. The campaign repositioned them as a thought leader in this new era. And...

When new competition pops up, you gotta be ready to pivot in a fresh and sparkly direction. You’re adapting fast, staying relevant and realigning your content strategy to outshine competitors.  Especially if you plan to stick around for nearly 80 years like Mattel, you’re bound to see new brands enter the market. And sure, Bratz and L.O.L. Surprise! Dolls are cute and trendy. But they didn’t just...

There’s nothing like a B2B event. Right?…. Right? [[ *crickets* ]]  That is, there won’t be anything like a B2B event after you apply the lessons in this episode of Remarkable to your events.  It’s like how Deadheads say “There’s nothing like a Grateful Dead concert.” That’s because the Grateful Dead were selling the experience.  It was a place to go with people to meet, and all of the sights, sou...

When does your “audience” become a “community?”  The word “community” might make you think of the relationship you have with your neighbors; a sense of friendliness and having something in common. It’s a word that relates an emotional closeness or bond, even loyalty. We’re talking about how to build that bond with your audience today. And who better to talk about it with than Automation Anywhere’s...

If a friend of yours said, “There’s a new show you have to watch about a mid-size paper company in Scranton, Pennsylvania,” would you want to watch it?  The crazy thing is we’re talking about the most popular sitcom of all time. But it sounds boring as heck. So what makes it so good? The actual content. The Office was relatable, cringey, absurd, and lucky for us, chock full of B2B marketing lesson...

You may be sitting at your computer in sweats right now. But it doesn’t mean B2B marketers like yourself aren’t fashion conscious. There’s actually a lot the fashion industry can teach us about marketing. You were likely marketed those sweatpants. So think about what made you want them. Why did you buy from that particular company? And what was the deciding factor that made you purchase them? It’s...

Changing your content strategy is - in business speak - “scary.” The market is ever shifting and it’s hard to know what platforms to be on, whether to make static images, videos, audio, or blog posts. What do you invest in? Don’t worry, we have answers for you.  We’re giving you steps to shift your content strategy in a way that is grounded in research so you can build brand awareness, drive deman...