Remarkable Content with Ian Faison

Your audience is like a fickle love interest. We’re going to show you how to romance them. That’s to say that your audience could be at any place in their buyer’s journey. So it’s important to meet them wherever they are and woo the heck out of them. So in this episode, we’re going straight to the heart of the matter by talking about B2B marketing lessons from  500 Days of Summer  with the help of...

If you don’t want to just create content, but you want to create iconic content, this episode is for you.   Though your brand might not be identifiable by the color pink, swirling font and long blond hair, there’s so much we can take away from Barbie , the movie. Because Mattel created branded content that has lasted for over six decades - and the new movie with Margot Robbie has rejuvenated the b...

Is your brand strong enough that you can release logo-less content and people still know it's from your company?  Are the visuals, the font, the tone and voice so clearly yours? Brand is so nuanced. But when done well, your name will be the first in the buyer’s mind when they’re ready to make a purchase.  In this episode, we’re taking tips from a show that has super strong branding: White Lotus. W...

Marketing is a game. It has its own players, rules and rewards. And the stakes are high. So we’re here to help you win the battle for the Iron Throne.  In this episode, we’re bingeing the epic HBO drama Game of Thrones to see what it can teach us about playing the game of marketing. Here to help us is Datadog CMO Alex Rosemblat. And together, we’re exploring how to win the battle by keeping your o...

Have you ever daydreamed about running your marketing off the rails and blazing your own trail? A trail that feels so true to your company yet so outside the bounds of what B2B marketing normally looks like?  It probably feels way too risky. You’ll think, “I’ll alienate my audience.” OR you might find your true audience. Your ride or die audience. And wouldn’t that be worth the risk?  Today, we’re...

Corner! Sharp! Behind! For anyone who’s ever worked in a restaurant, you know these words mean a lot. It’s your language. For marketers, this is more like KPIs, ABM, ICP, Demand Gen. Using the lingo, the jargon, the correct terminology, is a powerful tool when you’re trying to reach and resonate with your target audience. You want to speak their language. This means doing some market research to l...

Selling to multiple customer personas is tricky. Can your marketing appeal to all of them at once?  You probably think, “Well, each persona has different pain points and things they care about.” But once you start thinking about all of the personas as just being people, you realize that they do care about the same things. Success at work, their family, and their quality of life, to name a few. So...

Marketers are trained to create targeted content for specific personas. But creating a message that’s open to interpretation is a highly effective strategy that strikes a cord across personas. Because your audience will fill in the blank with how the message is meaningful for them. So instead of speaking to pain points specific to one role, speak to the human pain points. Maybe your product is a s...

B2B marketers aren’t creating serialized content. But you should be.  We felt so strongly about this that we literally wrote a book about it. Well, not “we”. Ian wrote it. And we’re sharing key insights from that book with you in this episode of Remarkable.  Because you, the B2B marketer, could be capitalizing on a more efficient content strategy proven to boost sales and improve ROI. Stop making...

It’s easy to feel like you’re on your own lonely marketing island. You’re so focused on what you’re doing that your process starts to feel stale. Wouldn’t it be helpful to hear how other marketers are driving sales? Especially if those marketers are at companies like G2, Deel and Gigster; successful names in B2B that know what works, and are pushing the envelope for what B2B content could look lik...

Hear us out. A children’s book, a novella, a fictional crime podcast, but make them B2B.  Because B2B marketing doesn’t have to be a webinar, a blog post, an email newsletter… Every B2B company does those. Today we’re challenging you to rise above the noise and make radically different content.  In this episode, we’re learning from a company that has created B2B content as all three: children’s bo...

Imagine this: possessing the power to not only understand your customers' deepest desires but also plant ideas in their minds, making them believe it was their idea from the very start. It may sound like something straight out of a dream, but it may not be as far-fetched as it seems. See, the genius of Christopher Nolan's Inception conceals marketing insights if you look close enough. It's the mar...

You don’t need to have an unlimited budget to make remarkable marketing content. In fact, it's better if you're working under some constraints. We have proof. The folks over at Wistia did a little experiment they called One, Ten, One Hundred . They made an ad for the same product (Wistia’s Soapbox video recorder) on three different budgets: $1,000, 10,000 and 100,000 dollars, to see which one woul...

Nailing down your brand voice is tough. Especially when you’re writing content for videos, blogs, Instagram, Twitter, TikTok…we could go on forever.  Because a strong brand voice helps you stand out, drives brand affinity, and improves conversion rates. But where do you even start? What tone do you use? How wordy or concise should you be? We have answers for you.  We’re tuning in to the Queen of b...

You can learn a lot by looking at the past. Especially at an era that shaped how we think of marketing today. Today, we’re traveling back in time. And we’re doing it in style. Come with us to Madison Avenue in the 1960s, a formative time for advertising and marketing. It was the “Mad Men” that walked so the 21st Century marketers could run. And even though we’re equipped with technology, AI and al...

Fans of your brand are one step away from becoming advocates for your company. Help them cross that line by sweetening the deal. Because if you can get fans to talk about why they love doing business with you, it’s the most effective way to do marketing; word of mouth is an extremely powerful tool proven to make sales. According to a Nielsen report , “92% of consumers around the world say they tru...

Wake up. There’s a glitch in the matrix. That’s because we’re seeing deja vu - your campaigns are starting to look the same. Need some fresh ideas? We’re here for you. But in reality (what is reality anyway?) you don’t have to come up with the freshest never-before-seen content. You just have to pull from all of your favorite pieces of content. Take the inspiring bits. All of them. And put them to...

Are you a chaos muppet or an order muppet? Knowing the answer to this very important question can help you unlock your B2B marketing potential. Here’s why. There’s magic chemistry that happens when a chaos muppet joins forces with an order muppet. (Replace the word “muppet” with “marketer” in this instance.) It’s like a marketing power couple. You need the wildly outside-of-the-box thinking of the...

Picture this: tens thousands of fans screaming from the top of their lungs for more content from you, the B2B marketer. It may sound more like how people react to superstars like Taylor Swift; there are tactics she uses in her branding that inspire intense fandom, like how Swifties can wear red lipstick, make beaded bracelets or decode hidden messages in her Instagram posts to own a bit of her bra...

If your audience isn’t engaging with your posts, they’re not opening your emails and your webinars are empty, it’s time to tweak your marketing strategy. Your marketing strategy has become a pattern; a pattern your customers are used to. They know what’s coming, so they tune it out. And the last thing you want to be is part of the noise. So we’re going to show you how to pattern interrupt. Accordi...

Characters in your B2B marketing are polished, smooth, suave, always smiling. They never feel awkward, even when they’re asking for more budget or getting negative feedback. Stop that. Let your characters be and feel awkward in those moments. Because you want your audience to think, “Oh, they get me.” And because we’ve all felt awkward at work. Today, we’re taking notes from a show that has made u...

B2B content feeling a little limp and lifeless? We have the answer. The one thing that will give it life, improve brand recall, and make it universally appealing: Put it to music.  A Harvard study found that music is truly a universal language. Harvard correspondent Jed Gottlieb says, “Across societies, music is associated with behaviors such as infant care, healing, dance, love”...and work. And l...

Does it feel like you’re flailing for ideas ​​every time you’re starting a new campaign?  It’s good to have a place to start every time. To have a framework for your story that gives you loose benchmarks to meet so you’re not starting from scratch every time. It’s the answer to all the hard and repetitive work that goes into storytelling. It’s the antidote to marketer’s block. It’s marketing, codi...

It’s time to take a risk with your B2B content marketing.  To create a top of funnel piece of content that’s truly unique. Because it’s easy to resort to the “safe” conventional strategies and industry jargon. With everyone using AI tools to pump out B2B content, you can’t afford to make one more thing that just fades into the crowd.  So what if instead of a webinar or a slide deck, you made a mur...

Your employees have untapped star potential. Think about it. We all love a little drama, some hot gossip, some spilt tea. And it happens in the office just as much as it happens in a high-end restaurant. We’re not saying you should stir it up for the sake of creating content, but it’s the personalities, interpersonal relationships, and social politics that attract an audience. And you aren’t tappi...