Uncensored CMO: Rob Mayhew on the Untapped Creator Opportunity in B2B, London vs New York, and Using Social Media as a Brand

Podcast Information:

• Title: Uncensored CMO
• Host: Jon Evans
• Guest: Rob Mayhew
• Release Date: March 10, 2025
• Description: The Uncensored CMO explores the multifaceted truths about marketing theory and practice, delving into both the successes and the challenges faced within the industry.

1. Introduction and Background

The episode kicks off with Jon Evans introducing Rob Mayhew, a celebrated content creator known for his humorous presence on TikTok and LinkedIn. Rob shares his recent transition from London to New York, highlighting the contrast between the two cities and the motivations behind his move.

Notable Quote:

• Rob Mayhew [01:55]: "New York's very different to London. It's exciting. It's the most exciting city I've ever been to and lived in."

2. Transition from London to New York

Rob delves into his experiences relocating to New York, emphasizing the differences in quality of life and the vibrant opportunities the city offers for content creators. While he enjoys the dynamic environment, he notes challenges such as higher living costs and differences in daily amenities compared to London.

Notable Quotes:

• Rob Mayhew [01:55]: "Unless you're rich, the quality of life isn't as good as London."
• Rob Mayhew [02:32]: "The Bread is horrible. High street bread's got sugar in it."

3. Embracing Content Creation Full-Time

Rob discusses his shift from working at an agency to becoming a full-time content creator. He highlights the supportive and collaborative culture in New York, which has been instrumental in his decision to focus solely on content creation. He also shares his enthusiasm for expanding his presence on YouTube with a new show, Friday Revival Club.

Notable Quotes:

• Rob Mayhew [02:37]: "Decided to go full time content creator. Which is very exciting for a 45-year-old man to say."
• Rob Mayhew [05:13]: "I'm going to create a show. I am creating a show. I'm filming a pilot this month called Friday Revival Club."

4. The Power of Social Media Platforms

The conversation shifts to the effectiveness of various social media platforms. Rob extols the virtues of TikTok and LinkedIn, noting LinkedIn as his fastest-growing platform for sketches. He also expresses excitement about YouTube's potential for branded content, drawing parallels to the energetic atmosphere of shows like TFI Friday.

Notable Quotes:

• Rob Mayhew [08:01]: "I've been working with some brands on their TikTok playbooks and helping some with their LinkedIn strategy."
• Rob Mayhew [09:40]: "I see a real opportunity now for branded content on YouTube."

5. B2B Opportunities with Creators

A significant portion of the discussion focuses on the burgeoning opportunities for B2B brands to collaborate with content creators. Rob emphasizes the importance of authentic storytelling and suggests that brands leverage creators to humanize their messages. He cites examples like Tide and highlights the need for B2B companies to invest in longer-form content and creator partnerships.

Notable Quotes:

• Rob Mayhew [26:49]: "Brands need to start getting into the working with creators and investing more than, you know, let's just work with one-offs."
• Rob Mayhew [28:18]: "Business to human, to human. To human."

6. Trends and Innovations in Marketing

Rob identifies several trends in the American market that could potentially influence the UK, such as the creator economy and brands evolving into their own entities. He observes a greater bravery in brand content creation in the US and anticipates that the UK might follow suit by embracing similar strategies.

Notable Quotes:

• Rob Mayhew [20:32]: "There seems to be more of a bravery around. For instance, you look at brands like Duolingo, the success of them is because they don't have a sign-off process."
• Rob Mayhew [21:34]: "The creator economy and then being brands in their own right. Yeah. Is way ahead over here."

7. The Future of Social Media Platforms

The conversation touches on the uncertain future of TikTok amidst potential ownership changes. Rob expresses hope that TikTok remains a pivotal platform for content creators and brands, underscoring its unique algorithm and ability to foster creative storytelling.

Notable Quotes:

• Rob Mayhew [11:01]: "I don't think it's going to go away and I hope it doesn't, because everything you see on social media kind of comes from TikTok now."
• Rob Mayhew [11:56]: "People want to be entertained even when they're on LinkedIn looking for a job."

8. Effective Content Strategies for B2B Brands

Rob offers actionable insights for B2B brands looking to enhance their marketing strategies through content creation. He advises brands to let creators tell their stories authentically, leveraging the creators' influence to build reputation and connect with diverse audiences.

Notable Quotes:

• Rob Mayhew [28:18]: "Use creators and real people to tell their story, the real story of how it has helped them is so much more powerful."
• John Evans [29:47]: "It's much better to let other people tell your story than you tell us."

9. Dream Partnerships and Future Aspirations

Towards the episode's conclusion, Rob shares his aspirations for future brand partnerships. He expresses a particular interest in working with Salesforce, highlighting his admiration for the company's ability to enhance business processes and his enthusiasm for creating engaging content around it.

Notable Quotes:

• Rob Mayhew [31:16]: "I'd like to work for, like, Salesforce. Oh, you know, you could be the new Matthew McConaughey."
• Rob Mayhew [31:16]: "I'm a big fan of Salesforce. We'll look to camera. Big fan of Salesforce."

10. Closing Thoughts

The episode wraps up with Jon and Rob reflecting on the benefits of recording the interview in New York and sharing light-hearted remarks about Rob's quest to secure a membership at the exclusive club Zero Bond. They encourage listeners to engage with the podcast through subscriptions and reviews.

Notable Quote:

• Jon Evans [31:46]: "Glad we got to do this in New York in Zero Bond of all places as well."

Key Takeaways:

• Content Creation as a Career: Rob's transition to full-time content creation underscores the growing viability of this path, especially in dynamic markets like New York.
• Platform Potential: TikTok and LinkedIn are highlighted as powerful platforms for content creators and brands, with YouTube emerging as a significant venue for branded content.
• B2B Marketing Evolution: There is a clear shift towards leveraging authentic storytelling and creator partnerships in B2B marketing, moving away from traditional, rigid strategies.
• Cultural Differences: The move from London to New York illustrates differences in work culture, lifestyle, and the marketing landscape between the two cities.
• Future Insights: The creator economy is evolving, with brands expected to increasingly integrate creators into their core marketing strategies to build authentic connections and enhance brand narratives.

This episode of Uncensored CMO with Rob Mayhew provides invaluable insights into the intersection of content creation, social media strategy, and B2B marketing. Rob's experiences and forward-thinking perspectives offer a roadmap for brands aspiring to navigate the modern marketing landscape effectively.