Alix Earle: B2B Marketing Lessons on Bringing Joy Back to Content with Director of Content Marketing at A-LIGN, Elizabeth Strickert
Remarkable Content with Ian Faison
The Allure of Influencer Culture
This chapter delves into the captivating world of influencer culture, particularly in makeup and lifestyle content, and explores the escapism it offers to viewers. The discussion also touches on the dynamics of parasocial relationships and the enjoyment derived from watching personal transformations and the connections that enhance such experiences.
Going viral might get you noticed. But consistency is what makes you unforgettable. And no one proves that better than Alix Earle, a TikTok star who turned daily “Get Ready With Me” videos into a personal media empire.
In this episode, we’re pulling marketing lessons from Alix’s rise with the help of Elizabeth Strickert, Director of Content Marketing at A-LIGN.
Together, we explore what B2B marketers can learn from staying consistent, growing with (not past) your audience, and making content that’s actually fun to create.
About our guest, Elizabeth Strickert
Elizabeth Strickert is Director of Content Marketing at tech-enabled cybersecurity and compliance company A-LIGN. There, Elizabeth is leading content, thought leadership, comms & customer marketing.She has overhauled their SEO program, resulting in top 10 ranking for high-difficulty, high-volume keywords. She also led the creation of an annual benchmark report, reaching 3 million+ impressions. She leverages internal thought leaders for social media, videos, webinars, speaking opps and written content. She previously served as Director of Communications & Content at Ekos and Marketing Communications Manager at Passport.
What B2B Companies Can Learn From Alix Earle:
- Consistency builds credibility. Viral moments come and go, but Alix Earle’s staying power lies in her relentless consistency. No shortcuts, just commitment. It’s a reminder that content success isn’t just about innovation; it’s about endurance. Elizabeth says, “Alix, not only did she get rewarded from doing that, she was on TikTok for a long time before she really got big. But even since making it, she's still posting multiple times a day. She is just there doing it, grinding. All the time.” In B2B, the same rule applies: keep posting, keep showing up.
- Honor your origin story. Growth doesn’t mean forgetting who got you there. Alix still makes the content that first drew her audience in, while smartly layering in new formats. In B2B, you must evolve, but stay grounded. Elizabeth reminds us, “You gotta remember who got you here. You gotta remember your core customer base. You gotta remember the people who you know are…the ones that pay the bills.” Make sure to have a balance, especially as you scale.
- Find the fun and show it. Audiences can feel when you’re enjoying what you’re creating. It’s what makes content magnetic. Alix’s success didn’t just come from consistency, it came from joy. She leaned into the formats that were fun for her, and her audience leaned in too. Elizabeth puts it plainly: “When someone is excited about the things they're making, it automatically makes them more interesting. And we just have to lean on that.” In B2B, it’s easy to default to polished, sanitized messaging. But the real key is letting your content creators tap into what actually excites them. If your team thinks it’s boring, your audience will too.
Quotes
“ We think, B2B, it needs to be polished, it needs to be sanitized. But the story is the interesting part. That's where someone can relate to it. That's where somebody can get hooked in. That's why you care. And I think a lot of times we forget about that.”
“We want B2B content to be polished. Sanitized. But the story — that’s the interesting part. That’s what people actually relate to. We forget that too often. The story is why people care.”
“ I think it’s good to be a consumer. As a marketer, you're putting content out in the world, you need to consume it. But…you don’t need to be going to a B2B workshop. You can watch TikTok. You can watch people like Alix Earle and other folks and get inspiration from what their doing. You can look at what YouTubers are doing. Everything people are doing is a marketing decisions and there’s things you can take away from that.”
“Influencers start off because they thought, ‘Oh, it’d be kind of fun to make a video.’ That’s the initial nugget. And as marketers who, for a living, have chosen to create content and do marketing. We also need to think, ‘Hey, it'd be a little fun to make a video.’ That’s where the start of it has to come from.”
Time Stamps
[00:55] Meet Elizabeth Strickert, Director of Content Marketing at A-LIGN
[01:03] Why Alix Earle?
[01:56] The Role of Director of Content Marketing at A-LIGN
[02:29] The Rise of Alix Earl
[13:41] Relatability and Authenticity in Influencer Marketing
[21:07] The Power of Parasocial Influence
[29:02] B2B Marketing Takeaways From Alix Earle
[45:59] A-LIGN’s Content Strategy
[47:32] Final Thoughts and Takeaways
Links
Connect with Elizabeth on LinkedIn
About 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.
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