Remarkable Content with Ian Faison New Heights: B2B Marketing Lessons from Jason and Travis Kelce’s Podcast with Content Marketing Manager at Varonis, Lexi Croisdale
What is the one thing that only your brand can bring to the table? Tapping into that thing is key to better messaging, better positioning, and better engagement.
And here to help us sift out that marketing gold is our special guest, Content Marketing Manager at Varonis, Lexi Croisdale.
Together we’re talking about the podcast New Heights with Jason and Travis Kelce.
Together, we’re pulling marketing lessons from it, like fighting where you can win, making your teammate the face of your content, and prioritizing social content.
About our guest, Lexi Croisdale
Lexi Croisdale is the Content Marketing Manager at Varonis. Prior to joining Varonis in May 2023, Lexi served as Senior Content Marketing Manager at higher education engagement platform Mongoose, where she developed and executed the company’s content and social media marketing strategies. She brings with her over 7 years of experience helping marketing teams across various industries make creative content.
What B2B Companies Can Learn From New Heights:
- Make your teammate the face of your content. Who you choose depends on a handful of factors. Lexi says, “A lot of times, especially in content where you're like, ‘I have this video I want to create, but I need someone to be on camera.’ Like you always think of your CEO, or someone like that. But maybe the subject matter expert or like the specialist on your team is really good at public speaking and actually has the time and the bandwidth to also be that person. And then you kind of can create that personality internally.”
- Fight where you can win. What can you do that no one else can? For the Kelce brothers, they’re both elite NFL players, Superbowl winners and (obviously) brothers. That’s what makes the podcast special, and stand out among other football podcasts. Ian says, “As a lesson for marketers, they're doing something that only they can do. And it's like, when they talk about stuff, that's familial, it's only something that only they can talk about. Nobody else can have that sort of talk track.”
- Put social first. New Heights focuses strongly on social promotion. They cut the episode into clips that are distributed across social media channels which increases engagement, listenership and awareness of the podcast. Lexi says, “The editing style and the way that they go about it evolves with each episode, even though the template might be the same. They find a way to repurpose it and keep going without it just needing to tie to like, ‘Here's two brothers talking about football.” It’s a way that non-listeners find out about the show, and are drawn to their banter instead of just football content.
Quotes
*”Not every piece of content has to fit into a box or be the way that you thought it would be to build an audience. Like you just need to focus on delivering the content in the right way, and being relatable and having that niche outlook.”
*”Just because you start [your content] some way doesn't mean it always has to be that exact thing. It can evolve as long as you keep the core tenets of it.”
*”A lot of times, you put a lot of work into content or a campaign and it doesn't work. Like, it doesn't give you the ROI or the kind of results that you were hoping for. But if you sit back and you take that as a lesson and you just see it more as a learning experiment, something that you did and test it out and learned from instead of a failure, you're going to see a lot of growth in your creative strategy and how you're executing and adapting your content to fit your channels that you're posting it on.”
Time Stamps
[0:55] Meet Lexi Croisdale, Content Marketing Manager at Varonis
[3:12] Varonis and Content Marketing Strategies
[7:22] The Making of New Heights Podcast
[14:32] Marketing Lessons from New Heights
[26:41] The Power of Social-First Content
[27:09] Engaging Guests and Evolving Content
[29:01] The Importance of Social Clipping
[30:58] Building an Audience Through Relatable Content
[36:43] Content Strategy at Varonis
[38:50] The Impact of Video Content
[48:53] Advice for Content Marketers
Links
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.