Radical Content

In this episode of Radical Content, I sat down with Shelby Jacobs, founder and marketing director of Wiggle Room, whose resume includes viral work for Sour Patch Kids, Nutter Butter, and Apple TV (including the Martin Scorsese x Letterboxd campaign for Killers of the Flower Moon). We got into why she thinks social media has "lost the plot," how permission and trust from clients unlock the best creative work, and why chasing quick viral hits is costing brands more than it's earning them.

We talked about the difference between reactive tactics and real strategy, how she built a brand voice fans could rally around, and why the best social work happens when craft comes before data. If you're trying to build trust with clients, elevate your team's creative output, or figure out how to stop chasing virality and start building something that lasts, this conversation is loaded with real, tactical takeaways.

What You'll Learn in This Episode

🍬 Why social media has "lost the plot" and what brands should do about it

🍬 How permission and trust from clients unlock the best creative work

🍬 Why reactive content is a tactic, not a strategy

🍬 The inside story of Sour Patch Kids x Olivia Rodrigo and Apple TV x Martin Scorsese

🍬 Why craft still wins, even in a world of AI slop and low-effort content

🍬 What makes and kills a great social team

Timestamps:

0:00 Welcome and Intro

1:32 Career Path into Social Media

4:22 Challenges in Modern Social Strategy

11:41 Creative Autonomy and Olivia Rodrigo Campaign

16:40 Developing Creative Strategy Mindset

21:04 Promoting Scorcese on Apple TV

24:19 Attributes of Successful Social Teams

26:49 Lightning Round and Wrap Up

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Episode #55

In this episode of Radical Content, I sat down with Jess Smith, VP of Brand at NASCAR (formerly of Stewart-Haas Racing, the New York Rangers, and Under Armour), to unpack how she's helped build a personality-driven content machine around NASCAR's drivers, why "planning is a superpower," and how she made the leap from social media manager to brand executive without losing her social instincts along the way.

We talked about aligning social and brand under one roof, why emotion beats X's and O's every time, and the six things the best social teams in sports do differently. If you're trying to build a content team, elevate your career from tactician to strategist, or figure out how to make your brand impossible to ignore, this conversation is packed with real, tactical takeaways.

What You'll Learn in This Episode

🏁 Why "social and brand should live under one roof" and how that changes everything

🏁 How NASCAR blends entertainment and sport to reach NASCAR-curious fans

🏁 Why planning is a superpower, even in a fast-moving, reactive industry

🏁 How to give drivers (or any personality) room to be human on camera

🏁 Career advice for social pros trying to graduate from the channels into leadership 

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Episode #54

In this episode of Radical Content, I sat down with Tyler O'Day, former Social Media Manager at the Empire State Building and current Director of Communications for the Manhattan Borough President's Office, to unpack how he built one of the most recognizable brand voices on the internet and why the same playbook works whether you're selling observation deck tickets or informing New Yorkers about their government.

We talked about giving the Empire State Building a personality, the lessons he carried over from four years at Barstool Sports, and why he's now using the same social strategy to make city government content actually shareable. If you're building a brand, growing a social team, or trying to make "boring" institutional content people actually want to watch, this conversation is loaded with real, tactical takeaways.

What You'll Learn in This Episode

🏙️ How to give a brand (even a 95-year-old building) a distinct, ownable personality

🏙️ Why real-time cultural moments beat expensive planned campaigns

🏙️ How to build and empower an on-camera content creator team without becoming the face yourself

🏙️ Why Facebook still delivers massive organic reach for the right audience

🏙️ How social media strategy translates from Barstool Sports to city government

🏙️ Career advice for social professionals trying to move from "social media manager" to strategist

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Episode #53

We talked about developing creative taste, building distinct brand personalities, creating social-first campaigns that resonate, and why follower count isn't the metric marketers should be obsessing over. Bari shares lessons from leading social at some of the most recognizable brands in food and explains how the best marketing comes from understanding culture, not just reacting to it.

If you're building a brand, leading social, or trying to create better content, this conversation is packed with practical insights you can put to work.

What You’ll Learn in This Episode

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What separates memorable brands from forgettable ones? In Episode 51 of Radical Content, Eric Gray sits down with content strategist, researcher, and House of Bold founder Erin Balsa to unpack the framework behind bold, differentiated content in an era flooded with AI-generated noise.

From building trust through transparency to creating original thought leadership that actually stands out, Erin shares the principles she uses to help B2B brands, founders, and marketing leaders create content that drives connection, credibility, and growth.

Whether you're a marketer, founder, content creator, agency leader, or brand strategist, this conversation is packed with practical insights on how to create content people remember... and trust.

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Episode #51

In this episode of Radical Content, I sit down with Melissa Dawson, Global Social Lead at WD (formerly Western Digital), to break down how B2B brands can actually win on social media by leaning into storytelling, thought leadership, and audience-first content. Melissa shares how she helped transform WD’s social strategy from a broad B2C/B2B mix into a focused LinkedIn growth engine that generated millions of impressions, massive engagement, and real business impact.

From viral LinkedIn posts to the future of B2B marketing, this episode is packed with insights for marketers, creators, and social media professionals trying to stand out in an increasingly crowded digital landscape.

What You’ll Learn in This Episode

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From Super Bowl activations and NFL Draft content to athlete creator partnerships and the return of EA Sports College Football, Tiffany shares how EA Sports used social media to create cultural moments, deepen fan loyalty, and turn NFL players into creators and influencers.

They also unpack why sports brands consistently outperform other industries on social media, how gaming audiences shaped modern creator culture long before TikTok, and what marketers can learn from brands that truly understand fandom. If you care about sports marketing, creator strategy, social storytelling, or audience building, this episode is packed with insights from one of the people helping shape the future of fan engagement behind the scenes.

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Episode #49

In this episode of Radical Content, Eric sits down with Maren Hamilton (former social lead at The North Face, now at Popfly) to break down the full behind-the-scenes story of how a single customer complaint turned into one of the most memorable brand moments in recent social media history. From spotting the opportunity to convincing leadership, coordinating a real-time response, and ultimately delivering a jacket via helicopter: this is a masterclass in modern brand storytelling.

This conversation goes far beyond one viral moment. Maren shares how brands can build trust internally, create space for real creativity, and move from reactive content to intentional storytelling that actually connects with audiences. If you’re trying to figure out how to stand out in a sea of trend-chasing content, this episode will completely reset how you think about social.

What You’ll Learn in This Episode:

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MaverickcontentstudioMAVERICK CONTENT STUDIO  

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Episode #48

Drawing from his experience building one of the most disruptive and talked-about brand voices in the world, Michael Corcoran breaks down how Ryanair used bold strategy, irreverent storytelling, and relentless experimentation to shift perception. This conversation goes beyond tactics and trends, diving into the real role of social media in modern marketing: building memorability, influencing decisions, and driving real business results in an algorithm-driven world.

What You’ll Learn in This Episode:

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MaverickcontentstudioMAVERICK CONTENT STUDIO  

 💬 Connect with me on LinkedIn: LinkedinEric Gray - Maverick Content Studio | LinkedIn  

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Episode #47

What does it actually take to create 500 pieces of content in a single weekend (and more importantly, why would you?).

In this episode of Radical Content, I sit down with Mike Aransky (Creative Director at Grey NY) to break down the strategy, systems, and mindset behind high-volume, high-impact content production. From his early days in digital media at NBC and IGN to building content ecosystems at 100 Thieves, Red Bull, and now Las Vegas, Mike shares how the best brands are evolving from marketers into full-scale media companies.

We go deep on what most brands still get wrong about social, why “best practices” are quietly killing creativity, and how teams can actually operate at the speed of culture without sacrificing quality. If you’ve ever felt stuck between “we need more content” and “we need better content”… this episode will reset how you think about both.

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MaverickcontentstudioMAVERICK CONTENT STUDIO  

 💬 Connect with me on LinkedIn: Linkedinlinkedin.com/in/ericgray  

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🎥Subscribe to my Youtube Channel: YoutubeEric Gray