Sex and the City: B2B Marketing Lessons from the Emmy Award-Winning Show with Head of Content at Dandy, Rocky Rakovic

You may know Sex and the City as a massive hit and content machine - and the reason everyone was drinking cosmopolitans. 

But you may not know that it started as an actual newspaper column.

So let’s talk about how and why that one piece of content made a lasting mark on the cultural zeitgeist. 

And what we can take from the show and apply to our own marketing.

In this episode, we’re talking about the Emmy Award-winning show with the Head of Content at Dandy, Rocky Rakovic. 

Together, we talk about how content marketing is like dating your audience, why style and design are important, and why it’s crucial to report back to the group.

About our guest, Rocky Rakovic

Rocky Rakovic is Head of Content at Dandy. He has been with the company since September 2022. Prior to Dandy, Rocky served as Director of Content & Community at Ro. He has also led content and brand activation for Time Out Group, and worked as Editor in Chief at Inked, and Editor at Playboy.

What B2B Companies Can Learn From Sex and the City:

• Content marketing is like dating your audience. Rocky says, “You're courting the customer. You want to make sure that you find the right person. Ultimately what a marketer does is they play matchmaker between company and customer. And your ultimate goal is to look for a mutually beneficial relationship between the two.”
• Style and design are important. Once your messaging is tucked away, dial in the visual details. Rocky says, “If Carrie wore Crocs, I wonder if she would have had the same draw, if the show would have done that well. Fashion was such the fifth character - and maybe the city was the fifth and fashion was the sixth character in that show. And I've been in conversations like, ‘Let's just do the scrappy, quick and dirty video.’ And it's like, ‘Or we could take our time and do it right and have the design look [good].  And I just think good design, good look and feel really enhance whatever message you're giving.” He adds, “The quality of content speaks to the care that the company has in everything they deliver.”
• Report back to the group. Bring your content ideas back to your team for feedback. Rocky says, “In content creation, you gotta go off and do parts of it on your own. That's not gonna happen in a room or a Zoom, the really great stuff. But I think that you can come back to your team and say, ‘What do you think of this thing that I came up with?’ And if you've got a good team that you can trust, they'll be a great barometer.” It’s like how Carrie, Miranda, Samantha and Charlotte all get together and talk about the guys they’re dating. It’s how they connect and process their romantic lives.

Quotes

*”You got to be a champion of your audience over everything else. Like as a marketer, you are translating the brand mission into pain points that you can tell your audience about that will help them. And you've got to feed back what you're hearing from that audience to the higher ups to explain like, ‘No, no, no, here's where we should be spending our time. Cause here's what potential customers and current customers are looking for.’” - Rocky Rakovic

*”What we seek to create in content is not something great. It is something different. You need to create the thing that makes you unique at the party.” - Ian Faison

Time Stamps

[0:55] Meet Rocky Rakovic, Head of Content at Dandy

[3:01] Dandy's Innovative Approach to Dentistry

[6:54] Rocky's Career Journey

[12:21] Sex and the City: Origins and Impact

[30:12] Real Talk in 'Sex and the City'

[32:32] Impact of HBO Shows

[35:27] Design and Marketing Insights

[40:34] Content Strategy and Audience Engagement

[41:58] Creative Campaigns

[47:58] Journalism in B2B Marketing

Links

Connect with Rocky on LinkedIn

Learn more about Dandy

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 (Senior Producer). Remarkable was produced this week by Meredith Gooderham, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK. 

Create something remarkable. Rise above the noise.