Rikin Diwan is the CMO and Chief Growth Officer at soona, the world’s first virtual content studio.In this episode, we chat with Rikin about the intersection of AI and human creativity when it comes to content creation. We pick apart the nuts and bolts of storytelling and authenticity in marketing, the dynamic evolution of the creative content, and the unique challenges of marketing in e-commerce.Episode brought to you by More StaffingJoin 15k founders and marketers & get our pod highlights delivered directly to your inbox with the DTC Pod Newsletter!On this episode of DTC pod we cover:1. The Role of AI in Content Creation2. Marketing and Storytelling3. Evolving Market and Content Production4. Financial Acumen in Business5. Performance-Based Marketing6. Creator Relationships and Distribution Channels7. Case Study: Marketing at Uber8. Adaptive Marketing Playbooks 9. Consistency in Company Messaging10. Soona's Platform and ToolsTimestamps03:58 Focus was product, now into marketing leadership.09:06 Promoting bike share program, unique city permits.12:03 Strategy for customer retention through creative marketing.15:29 Embracing simplicity, disrupting with virtual shoots.17:11 Focus on B2B SaaS, not e-commerce marketing.21:20 Issues with SEO arbitrage and referral revenue.24:37 Balance performance and relationship for greater success.27:15 E-commerce and DTC learned social proof importance.29:38 Balancing budget and channel for content marketing.35:09 Utilize influencer collaboration to enhance content reach.35:57 Blurring the lines between sponsoring and whitelisting.40:05 Google AI impacting search experience and SEO.43:03 AI tools augment creatives, won't replace them.46:30 Customer understanding key in integrating tech with photography.52:32 Testing new messaging, creative freedom, feedback loop.53:33 Testing new things, grounded in value. Stay colorful.Shownotes powered by CastmagicPast guests & brands on DTC Pod include Gilt, PopSugar, Glossier, MadeIN, Prose, Bala, P.volve, Ritual, Bite, Oura, Levels, General Mills, Mid Day Squares, Prose, Arrae, Olipop, Ghia, Rosaluna, Form, Uncle Studios & many more. Additional episodes you might like:• #175 Ariel Vaisbort - How OLIPOP Runs Influencer, Community, & Affiliate Growth• #184 Jake Karls, Midday Squares - Turning Your Brand Into The Influencer With Content• #205 Kasey Stewart: Suckerz- - Powering Your Launch With 300 Million Organic Views• #219 JT Barnett: The TikTok Masterclass For Brands• #223 Lauren Kleinman: The PR & Affiliate Marketing Playbook• ​​​​#243 Kian Golzari - Source & Develop Products Like The World's Best Brands-----Have any questions about the show or topics you'd like us to explore further?Shoot us a DM; we'd love to hear from you.Want the weekly TL;DR of tips delivered to your mailbox?Check out our newsletter here and our Projects the DTC Pod team is working on:DTCetc - all our favorite brands on the internetOlivea - the extra virgin olive oil & hydroxytyrosol supplementCastmagic - AI Workspace for ContentFollow us for content, clips, giveaways, & updates!DTCPod InstagramDTCPod TwitterDTCPod TikTok ---Rikin Diwan - CMO and Chief Growth Officer at soonaBlaine Bolus - Co-Founder of CastmagicRamon Berrios - Co-Founder of Castmagic