Caspian Studios likes to shake things up.
Take its Murder in HR podcast.
Many agencies listen to client needs and then develop a program to match. But Caspian took the opposite approach — coming up with an intriguing idea first, then pitching it to potential clients.
Another unexpected element subverted expectations for B2B content. Instead of featuring a brand’s or industry’s experts, Caspian pitched a serialized fictional audio story featuring A-list actors’ voices that capitalizes on the true-crime podcast trend.
That unexpected strategy propelled Caspian’s Murder in HR podcast to win Best Podcast/Audio Series in the Content Marketing Awards. It also earned Caspian Studios CEO Ian Faison a nomination as a 2024 Content Marketer of the Year finalist.
Here’s the story of the twists and turns involved in bringing this unconventional B2B marketing strategy to life.
Fiction for B2B podcasts? Really?
Yes. And Murder in HR, which debuted in 2023 with 12 episodes, wasn’t even Caspian’s first B2B fiction series.
The studio also created …