How Caspian Studios Brought Fiction to B2B Content [Video]

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.