In this episode, we’re looking back at nearly 70 years of Muppet history and one Slate article that made us ponder, “What kind of muppet am I?” And break down all of the wild and wondrous things muppets can teach us about B2B marketing with the help of CircleCI’s Director of Content Marketing, Gillian Jakob Kieser. Together, we talk about allowing some of that chaos into your campaigns, developing useful and evergreen content, and how to work through the riskiness of creating something original
Are you a chaos muppet or an order muppet? Knowing the answer to this very important question can help you unlock your B2B marketing potential. Here’s why.
There’s magic chemistry that happens when a chaos muppet joins forces with an order muppet. (Replace the word “muppet” with “marketer” in this instance.) It’s like a marketing power couple. You need the wildly outside-of-the-box thinking of the chaos side tempered with the composed, organized, planning mind of the order side to create truly remarkable content. It’s these two energies that work synchronistically to create content worth talking about.
So in this episode, we’re looking back at nearly 70 years of Muppet history and one Slate article that made us ponder, “What kind of muppet am I?” And break down all of the wild and wondrous things muppets can teach us about B2B marketing with the help of CircleCI’s Director of Content Marketing, Gillian Jakob Kieser. Together, we talk about allowing some of that chaos into your campaigns, developing useful and evergreen content, and how to work through the riskiness of creating something original in this episode of Remarkable.
About The Muppets and Muppet Theory
The Muppets is an American television show featuring a cast of puppets performing various skits. The beloved characters include Kermit, Miss Piggy, Rowlf, Fozzie Bear, Gonzo, Beaker, Animal, The Swedish Chef, and more. It was created by Jim Henson in 1955, and has been around for nearly 7 decades. It was originally a short-form tv show called Sam and Friends, and it’s now grown into a media franchise with lots of spin offs including movies, music, and tv appearances. The franchise was owned by The Jim Henson Company until 2004 when Disney bought it. Jim Henson once suggested that the term “muppet” comes from combining the words “puppet” and “marionette.”
Muppet Theory is a theory posed by Slate writer Dahlia Lithwick that everyone in the world is either a chaos muppet or an order muppet. Chaos muppets are crazy, volatile, unpredictable. Like Animal, Cookie Monster, or The Swedish Chef. Order muppets are anxious, neurotic and don’t like surprises. Like Kermit the Frog, Scooter, or Sam the Eagle. Order muppets often choose Chaos muppets as lifelong partners, like Bert the order muppet and Ernie the chaos muppet or Kermit as the order muppet and Miss Piggy as the chaos one.
About our guest, Gillian Jakob Kieser
Gillian Jakob Kieser is Director of Content Marketing at CircleCI. She has been with CircleCI for over six years, having started in June 2017 as Content Marketing Manager, and their first content hire as a growing startup. She has also served in marketing roles at companies like Prismatic and MAKE Magazine.
CircleCI lets teams build fully-automated pipelines, from testing to deployment, allowing them to focus on the real work of innovation. Using CircleCI, engineers can automate their entire testing suite for new commits, reducing the potential for human error, while using orbs to automate deploys.
What B2B Companies Can Learn From The Muppets and Muppet Theory:
*“[The Muppets is] a testament to taking risks, just going for it and not knowing. It might not have worked out, but it did in the long run. Some of our efforts at creative projects, branding or anything else like that are sometimes a little bit of a shot in the dark.” - Gillian Jakob Kieser
*”I was thinking, ‘Okay, where is there order and chaos in our current content strategy?’ The blog is very orderly. We've learned a lot about SEO and how to answer people’s questions with technical tutorials. And then we've got a podcast with our CTO interviewing folks. That's much more of a chaos aspect because you never know where the conversation's gonna go, but he's standing in and asking the questions that the audience wants to ask. And it's very funny and we're not selling in that show at all. We're creating affinity, trust, informing, educating and being able to share our perspective on how our industry works with others.” - Gillian Jakob Kieser
*”The ad copy is another place where we test wildly. There's been times when we throw in something that's ungrammatical because you know it's gonna catch someone's eye. Or put a question mark at the end of something to get their attention. And then you can make the connection. But that order and chaos marriage shows up everywhere.” - Gillian Jakob Kieser
*”There's a time and a place for things. There's concentric circles of stuff that needs to be really on brand that the legal team needs to look at and everyone has to check off on it. And then stuff that as you get further out has more of a buffer of forgiveness for being off-brand at times.” - Gillian Jakob Kieser
*”If you want to feel like your entire brand is super buttoned up always, and it's only on official channels, you have to know that your marketing is gonna be boring. Because there's no humanity in it. People buy people. If you're trying to get people to commit to you with emotion and you're using the opposite of that, how effective is it really gonna be?” - Ian Faison
Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com.
In today’s episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Senior Producer). Remarkable was produced this week by Meredith O’Neil, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK.
Create something remarkable. Rise above the noise.