Mariela Azcuy on PR, Content and Earned Media

04/22/25 • 32 min

In this episode of Content, Briefly, Jimmy chats with Mariela Azcuy, VP of B2B Strategy and Executive Communications at Carve Communications. Mariela shares her career path from agency PR to in-house roles and back, and unpacks how Carve helps tech clients navigate today’s complex media landscape. She discusses the evolving definition of PR, the importance of narrative-building, and how AI is transforming agency work. Tune in for practical advice on bridging the gap between content and PR, and learn how to get your brand’s story noticed in a crowded market.

Huge thanks to Ten Speed for sponsoring this episode. Schedule a consultation and mention "Superpath" for 10% off.

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Useful Links:

Mariela on LinkedIn: https://www.linkedin.com/in/marielaazcuy/

Website: https://carvecomms.com/

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Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

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Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

Huge thanks to Ten Speed for sponsoring this episode. Schedule a consultation and mention "Superpath" for 10% off.

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Useful Links:

Mariela on LinkedIn: https://www.linkedin.com/in/marielaazcuy/

Website: https://carvecomms.com/

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Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

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Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

Previous Episode

Carly Baker on Running Hubspot's Podcast and YouTube Network

In this episode of Content, Briefly, Jimmy chats with Carly Baker from HubSpot, a legendary content marketing company. Carly shares her journey from being a professional musician to leading media partnerships at HubSpot. She discusses the evolution of the HubSpot Media Network, the importance of an audience-first approach, and the metrics driving content decisions for podcasts and YouTube channels. Tune in to learn how Carly navigates the complexities of media partnerships and her insights on the future of content marketing.

Huge thanks to Ten Speed for sponsoring this episode. Schedule a consultation and mention "Superpath" for 10% off.

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Useful Links:

Website: https://www.hubspot.com

Carly on LinkedIn: https://www.linkedin.com/in/carlycbaker/

The Radical Freedom of 'Wherever You Get Your Podcasts'

The Secrets Behind Successful Corporate Engineering Blogs

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Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

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Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

Next Episode

The Best Brand Primer I've Ever Heard with Kevan Lee and Shannon Deep

In this special 100th episode of Content, Briefly, Jimmy welcomes Kevan Lee and Shannon Deep, co-founders of Bonfire, a brand advisory focused on B2B SaaS. Kevan and Shannon share their unconventional career paths from content and marketing roles at companies like Buffer and Oyster to launching their own agency. They break down what brand really means in the B2B space—why it’s more than just a logo or tagline, how it connects to authentic purpose, and why it’s critical for differentiation in today’s crowded, commoditized market. Tune in for practical insights on building brand foundations, balancing emotional and logical appeals, and why content teams should care about brand now more than ever.

You can learn more and book a demo. All Superpath members get 20% off the first year.

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Useful Links:

Kevan on LinkedIn: https://www.linkedin.com/in/kevanlee/

Shannon on LinkedIn: https://www.linkedin.com/in/shannondeep/

Website: https://www.aroundthebonfire.com

Bonfire Campout: https://campout.aroundthebonfire.com/

Bonfire Newsletter: https://newsletter.aroundthebonfire.com/

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Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath