Episode 202: Inside belief, thought theatre and content dysmorphia, with Differentiated
Update: 2025-10-21
Description
In this week’s episode of the B2B Marketing Podcast in association with Differentiated, we are joined by Jon Buckthorp, Commercial Director, Differentiated to discuss the agency's latest report: Art & Science: Exploring new horizons built on belief.
The conversation begins with a thought-provoking look at the difference between trust and belief, before Jon shares some striking findings from their in-depth research. For example, did you know that decision-makers are spending around two hours a day engaging with marketing material, yet many don’t finish what they start, and two thirds never make it to the conclusion? This was just one of many takeaways discussed in the episode.
From there, Jon defines content dysmorphia and thought theatre, and explains how these play out in today’s marketing landscape. Jon also considers the role of AI in an increasingly sceptical climate, raising important questions about how brands can cut through and connect meaningfully. If you’re curious about any of these themes from the report then this episode is a must-listen.
The conversation begins with a thought-provoking look at the difference between trust and belief, before Jon shares some striking findings from their in-depth research. For example, did you know that decision-makers are spending around two hours a day engaging with marketing material, yet many don’t finish what they start, and two thirds never make it to the conclusion? This was just one of many takeaways discussed in the episode.
From there, Jon defines content dysmorphia and thought theatre, and explains how these play out in today’s marketing landscape. Jon also considers the role of AI in an increasingly sceptical climate, raising important questions about how brands can cut through and connect meaningfully. If you’re curious about any of these themes from the report then this episode is a must-listen.
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