In this episode of OnBase, host Paul Gibson sits down with Callum Brodie to explore the evolution of content marketing in B2B and why every brand today needs “content with a pulse.” Drawing on his unique background in journalism, Callum explains how storytelling, empathy, and a genuine understanding of the audience’s “why” can help brands build trust and long-term relationships.

The conversation dives into the shift from promotional messaging to value-driven narratives, the importance of human stories in corporate content, and how to sustain momentum in audience-first marketing. Callum also discusses how AI is reshaping creative industries and how to balance automation with human creativity.

Listeners will gain practical insights into building brand trust, uncovering authentic stories, and fostering a “drumbeat” approach to content that resonates with customers across every stage of the funnel.

Key Takeaways

• Trust is the foundation of engagement
   Before driving conversions, brands must earn audience trust through transparency, relevance, and empathy. Effective storytelling begins with understanding what truly keeps customers awake at night.
  
• From promotion to purpose
   B2B brands must move beyond slogans and focus on substance. The best content educates, informs, and inspires rather than sells.
  
• The power of human stories
   Even in B2B, emotion drives connection. Every product, service, or technology has a human benefit behind it, marketers just need to uncover and tell those stories.
  
• The “five whys” framework
   By continuously asking why, from the first content idea to campaign execution, marketers can reveal the root motivations and create more impactful storytelling.
  
• The drumbeat approach
   Consistency is critical. A steady rhythm of content distribution across channels sustains engagement and trust over time.
  
• AI as a creative partner, not a replacement
   AI can amplify productivity and ideation, but it will never replace human intuition or creativity. The key lies in using tools like ChatGPT strategically while maintaining editorial rigor

Quotes

“An effective piece of content marketing should leave the audience more informed and engaged. They may not be ready to buy, but you’ve taken that first step toward trust.”

Resource Recommendations

Blog:

• Seth Godin’s Daily Blog –  For concise, thought-provoking insights.
• Neil Patel’s Blog – For SEO and digital strategy.
  

Books:

• Powerful B2B Content by Gay Flashman – A guide to impactful storytelling in B2B marketing.

Shout-outs

• Gay Flashman, Founder, Formative and Author of Powerful B2B Content.
• Neil Patel, Digital Marketing Expert and Author.
• Aniket Mendaka, CMO at Firstsource Solutions.

About the Guest

Callum Brodie is a seasoned multimedia business journalist with extensive experience in the insurance industry. Currently serving as Associate Director of Marketing at Firstsource since April 2023, Callum has held various prominent roles including Senior Account Director and Deputy Team Lead at Formative Content from May 2017 to April 2023. Previous positions include Senior News Reporter at MoneySavingExpert.com and multiple editorial roles at Incisive Media, where responsibilities ranged from News Editor to Senior Features Writer. Callum's journalism career began at the Grimsby Telegraph and Slough Observer. Callum holds a BA in History from Bangor University, completed in 2007.

⁠Connect with Callum.⁠