The Long Game

Molly St. Louis on Creativity, Theatrical Storytelling, and Bold Campaigns

Episode Summary

Molly St. Louis shares insights on creativity in B2B marketing, the power of storytelling, PR strategies, and why video is an underutilized asset in content.

Episode Notes

In this episode of The Long Game Podcast, Alex Birkett sits down with Molly St. Louis, an award-winning multimedia marketer with experience in PR, content, and video strategy. Molly shares her journey from theater and journalism to leading marketing at high-growth startups, explaining how storytelling, creativity, and entertainment principles can elevate B2B marketing. The discussion covers how to craft bold marketing initiatives, the changing landscape of PR, and why video remains an underutilized asset in B2B. They also dive into thought leadership, media trends, and how brands can build credibility in a noisy digital world.

Key Takeaways

• Creativity in B2B Marketing: Borrowing storytelling techniques from entertainment can make B2B content more engaging.
• The Changing Role of PR: Traditional media placements are less impactful today, requiring an integrated, multi-channel approach.
• Why Video is Underutilized in B2B: Despite its effectiveness, many brands still hesitate to invest in high-quality video content.
• Thought Leadership is Not Just About Visibility: It’s about offering unique perspectives, not just repeating industry trends.
• Earned Media vs. Owned Media: Press mentions help credibility, but companies must distribute and repurpose coverage for real impact.
• Micro-Audiences Over Virality: Niche content that resonates with the right people is often more valuable than mass exposure.
• Pattern Recognition in Marketing: Leveraging data and customer insights can help brands make better creative decisions.

Show Links

• Connect with Molly St. Louis by visiting Mosaic Group Media
• Connect with Alex Birkett on LinkedIn and Twitter
• Connect with Omniscient Digital on LinkedIn or Twitter

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.

Some interviews you might enjoy and learn from:

Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

Building Competitive Marketing Content with Sam Chapman (Aprimo)

How to Build the Right Data Workflow with Blake Burch (Shipyard)

Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Episode Transcription

Time Stamps

• [00:00] Introduction to Molly St. Louis and her marketing journey
• [06:30] The intersection of theater, journalism, and marketing creativity
• [12:45] How B2B brands can become better storytellers
• [19:10] Why traditional PR is no longer enough for brand awareness
• [25:30] The impact of video in modern B2B marketing
• [33:20] Thought leadership: What it really means and how to do it right
• [41:15] Micro-audiences vs. viral content: Reaching the right people
• [49:40] Lessons from media and entertainment that apply to marketing
• [56:20] How companies can use data to craft better campaigns
• [01:02:45] Final thoughts on the evolution of marketing strategy