Content Amplified
Content Amplified is all about how to get more out of your marketing content.
Each 15-20 minute episode gives you one new way to get more out of your marketing content.
We interview industry experts to give you new perspectives and ideas that will level up your content like never before.
Episodes are released weekly on Tuesday, Wednesday and Thursday.
Content Amplified
Are You Balancing Art and Science of Content?
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Masset - Content Amplified
In this episode we interview Zane Derbyshire, Content Director at Arosa and a veteran of both South African radio and U.S. brand storytelling. With over 22 years of experience, Zane brings sharp insight into the craft of blending emotional resonance with strategic precision.
What you'll learn in this episode:
- How to harmonize data and creativity to tell unforgettable brand stories
- Why audience empathy and business goals must be balanced from the start
- The dangers of brands leaning too far into either analytics or aesthetics
- Real-world breakdowns of storytelling successes (Spotify, Nike) and failures (Pepsi)
- How Zane approaches storytelling for sensitive topics like aging and care
- Why unicorn marketers—those fluent in both strategy and soul—are the future
- Practical formats that are outperforming today, and how to adapt content by platform
- The #1 storytelling mistake that makes audiences disconnect instantly