Podcast ¦ Uncensored CMO: Rob Mayhew on the untapped creator opportunity in B2B, London vs New York and using social media as a brand

Key Takeaways

1. Rob Mayhew recently transitioned from a successful career in London to becoming a full-time content creator in New York, highlighting the cultural and professional differences between the two cities.
2. New York offers an exciting and supportive environment for content creators, with an emphasis on collaboration and networking opportunities.
3. While New York is renowned for its excellent restaurants and entertainment, the high cost of living impacts everyday quality of life, particularly for individuals outside high-income brackets.
4. Rob’s upcoming project, Friday Revival Club, aims to reinvigorate the concept of fun Fridays in the workplace by producing entertaining content within corporate settings.
5. The importance of consistent content creation is underscored, with Rob focusing on TikTok and LinkedIn as key platforms for his sketches and comedy.
6. Humor plays a crucial role in effective advertising, particularly in the B2B space, where brands often miss opportunities by being overly serious.
7. The potential for brands to collaborate with creators is significant, allowing for authentic storytelling that resonates with audiences and enhances brand reputation.
8. The social media landscape is shifting towards longer-form content and original programming on platforms like YouTube, providing opportunities for brands to engage audiences rather than just promote.
9. American humor can differ from British sensibilities, influencing content creation and advertising approaches in these markets.
10. Creators who understand industry-specific challenges can effectively communicate solutions that resonate with diverse audiences.
11. Data shows that the majority of YouTube content is consumed on large screens, presenting an opportunity for brands to engage audiences through original content in new ways.
12. Companies must adapt their social media and video content strategies, as many still cling to outdated advertising models that don’t resonate in today’s digital landscape.

Key Statistics

• 40% of YouTube content is viewed on large screens.
• Many brands are investing in original content, often requiring months of strategic development before launch.

Key Discussion Points

1. Rob’s move to New York and its impact on his creative career.
2. The differences in work culture and social dynamics between London and New York.
3. The launch of Friday Revival Club and its objectives to enhance workplace culture.
4. TikTok and LinkedIn as key platforms for content dissemination and audience engagement.
5. The role of humor in B2B marketing and the importance of authenticity in messaging.
6. The potential for longer-form branded content on YouTube.
7. Relationship dynamics in American business, including job security concerns.
8. Insights into the evolving creator economy and opportunities for brand partnerships.
9. The cultural differences in humor between the U.S. and the U.K.
10. The need for brands to embrace video content strategies that focus on human connection rather than solely traditional sales pitches.
11. Audience demographics and how they vary across platforms like TikTok and LinkedIn.
12. The future of advertising with creator partnerships, focusing on genuine storytelling that resonates with consumers.

Podcast Description
In this episode of Uncensored CMO, host John Evans engages with returning guest Rob Mayhew, a prominent content creator who transitioned from a successful agency career in London to full-time content creation in New York. They discuss the nuances of navigating the creative landscape in both cities, the evolving role of humor in advertising, and the opportunities for brands to collaborate with creators. Rob shares insights on social media strategies, his upcoming projects, and the significance of genuine storytelling in resonating with modern audiences.