I believe, maybe now more than ever, that success in the B2B world is increasingly dependent on relationships, trust, and connection.
Why am I saying this?
Because people trust people more than they trust a logo. People want to connect with other people. And they trust other people more than they trust a brand.
And also, because of A.I, the market is flooded with solutions that can start to feel indistinguishable. When AI makes processes faster, companies need new ways to differentiate themselves beyond just features and functionality.
So now, the competitive edge lies in the strength of a company’s brand, its ability to connect emotionally with its audience, and how well it can create meaningful relationships.
This is where creators come into play. The rise of creator-led marketing isn’t just a trend, it’s a response to a shift in how people consume information and make decisions.
Creators are now the bridge between your brand and your audience, humanizing your business in ways that drive meaningful interactions and build long-lasting trust.
Creators can transform your brand from a faceless corporation into a relatable and trustworthy entity. A well-rounded creator team can outperform traditional marketing efforts. Each member of your creator dream team brings a unique skill set to the table, but together, they create a force that strengthens your brand’s connection to its audience.
Let’s dive into the five key roles that make up a powerful creator team.
Role 1: The social media personality
Their job: Being the face of the company.
The social media personality serves as the public-facing figure of your brand. Whether they’re going live on LinkedIn or making quick videos for TikTok, this person is responsible for engaging with your audience on various platforms in a relatable and authentic way.
Responsibilities:
- Creating engaging social content across platforms.
- Building relationships with followers through direct interaction, whether that’s answering questions, responding to comments, or initiating conversations.
- Representing the brand at online events, podcasts, or interviews.
Traits:
- Charismatic, with a natural ability to connect with people.
- Camera-ready, comfortable with live or recorded video content.
- Skilled in using social media platforms to maximize reach and engagement.
Example: Dan Toomey is a great example of a B2B social media personality. Dan has become the face of Morning Brew’s YouTube and TikTok presence. He excels at making complex topics digestible and entertaining, leading to massive engagement on both platforms. His use of humor and relatability has made him a standout personality in the B2B creator space.
Role 2: The industry expert
Their job: Establishing authority and trust within your niche.
In B2B, expertise matters. The industry expert brings deep knowledge of your field and translates complex ideas into digestible information for your audience. They are the go-to person for thought leadership, helping position your brand as a credible player in your space.
Responsibilities:
- Conducting research and staying updated on industry trends.
- Creating thought leadership content such as case studies or in-depth articles.
- Participating in industry conversations, panels, and discussions, whether online or in person.
Traits:
- Extensive knowledge of the industry, with a deep understanding of trends, challenges, and innovations.
- The ability to simplify complex topics and present them in an engaging manner.
- A natural thought leader, recognized and respected by peers and potential customers alike.
Example: Devin Reed is a content-led growth strategist who built his reputation by sharing deep industry insights through content, particularly for SaaS and B2B sales. He encourages companies to focus on storytelling rather than just product promotion, building trust through valuable, niche content. Devin’s expertise shines in thought leadership, helping companies redefine how they approach business processes like revenue generation.
Role 3: The community builder
Their job: Creating real-life experiences and connections for your customers.
While online content is essential, in-person or virtual events create more meaningful connections. The community builder excels at creating these experiences, whether through webinars, workshops, or live events that bring your audience together.
Responsibilities:
- Planning and executing events, both online (webinars, virtual meetups) and in-person (conferences, networking events).
- Managing community platforms and spaces
- Facilitating ongoing engagement and conversation among your audience, even between events.
Traits:
- Outgoing, with strong networking skills.
- Experienced in event planning and community management.
- Able to create environments where participants feel valued, heard, and connected.
Example: Alexis Bertholf excels as a community builder by creating engaging content for network engineers, helping to connect her audience to Cisco while evangelizing the field of network engineering. She has built a community by sharing her expertise through videos and interactive posts on LinkedIn.
Role 4: The content curator and producer
Their job: Ensuring all content aligns with the brand and feels premium.
High-quality content that aligns with your brand identity is critical in establishing trust with your B2B audience. The content curator and producer oversees this process, ensuring that everything from videos to blog posts is polished, professional, and on-brand.
Responsibilities:
- Managing the creative process, from concept to final product.
- Ensuring content is visually appealing and cohesive with the brand’s messaging.
- Overseeing production tasks such as video editing, graphic design, and content scheduling.
Traits:
- A keen eye for design and storytelling, ensuring that all content feels premium.
- Skilled in video editing, graphic design, or other relevant production tools.
- Strong editorial judgment and attention to detail.
Example: Alex Lieberman is known as a content curator primarily through his work as the co-founder and former CEO of Morning Brew, a business media company that specializes in delivering curated news.
Morning Brew’s core product is its daily newsletter, which presents a curated selection of business, finance, and tech news in a digestible and engaging way.
In January 2024 Alex wrote a tweet where he said that he is going all-in on curation.
Why? Because “There’s an overwhelming amount of business content. And the majority of it is just regurgitation of existing ideas.” So he started using his experience to gather all the important information and curate them on his podcast. But that eventually changed because he moved to interview a few people. So, being a content curator is not an easy work, but it’s important if you have a long-term strategy.
Part of what distinguishes him as a content curator is the tone and style he helped craft for Morning Brew. The newsletter has a witty, informal voice, which makes complex topics like finance and economics more approachable for the general audience.
Role 5: The copywriter / the script writer
Their job: Creating the messaging that resonates.
Words matter, especially in B2B where clear communication can be the difference between gaining or losing a customer. The copywriter or script writer crafts persuasive messaging that speaks directly to your audience’s needs, whether it’s a blog post, social media copy, or a script for a promotional video.
Responsibilities:
- Writing blog posts, case studies, and email newsletters.
- Crafting social media posts that are engaging and aligned with the brand’s voice.
- Creating video scripts for marketing campaigns, webinars, and promotional content.
Traits:
- Mastery of language and tone, with the ability to adapt to different platforms.
- Skilled in writing copy that is both informative and persuasive.
- A strong understanding of your brand’s voice and the ability to maintain it across all content.
Example: Roxana Irimia developed her personal brand while working at lempire, utilizing her copywriting skills to craft engaging posts that resonate with a broad audience. Roxana uses techniques such as curiosity-driven hooks, storytelling, and emotional appeal, enabling her to build a following of over 49,000 people.
A well-rounded creator team can not only drive brand awareness but also foster loyalty and deep connections that lead to long-term success in the B2B space.
By investing in these key roles, your business can outperform traditional strategies and build a solid foundation for growth in today’s creator-driven economy.