Cultivating B2B Creators: Strategies for Enhancing Internal Company Talent

internal b2b creators

Having in-house B2B creators offers unparalleled advantages.

Employees, deeply familiar with a company’s culture, values, and products, can produce authentic and resonant content that external creators might find challenging to replicate.

By tapping into this strategy of firsthand knowledge and experience, businesses not only save on external sourcing costs but also foster a sense of ownership and pride among staff.

In essence, leveraging internal talent is a strategic move that marries cost-effectiveness with genuine brand storytelling.

In this article, I aim to scratch the surface and demonstrate how companies should start cultivating their own creators.


  • Powerful vision encourages a culture of in-house creators.
  • Recognize the potential creators within your team.
  • Provide the right medium for them (tools, feedback).
  • Understand the difference between brand ambassadors and B2B creators.

1. Powerful vision encourages a culture of in-house creators.

I firmly believe that companies with a powerful vision naturally encourage a culture of in-house creators.

While there are times when orchestrating an internal program to develop your own B2B Creators is necessary, it’s often easier to inspire creators to speak about your company.

Consider a founder passionate about solving an industry problem, believing their company provides the best solution.

For instance, Drift CEO, David Cancel, started the company podcast in 2016 with their CMO, Dave Gerhardt

, sharing their knowledge, ideas, and insights on productivity, product management, and interviews with other founders, marketers, and entrepreneurs.

This isn’t an ROI-based process.

Their goal isn’t short-term growth but laying a foundation for the future, solidifying Drift’s reputation as a thought leader.

It’s about contributing to key industry conversations, not just advertising products.

Before cultivating in-house B2B Creators, reflect on your company’s vision and market value. If the founder and CEO don’t champion this vision, employees might not embrace and promote it.

This point is crucial for fostering a cultural shift towards in-house content creation.

2. Recognize the potential creators within your team.

With a compelling company vision in place, the next step is identifying potential creators on your team.

Employees who resonate with the company vision and can infuse content with their enthusiasm are invaluable.

These individuals might not have ‘Creator’ or ‘Content Writer’ in their job title. They could be engineers with product insights, customer service reps attuned to customer needs, or salespeople crafting compelling narratives.

Identify these unique perspectives and empower these hidden creators.

For example, Derrick Hicks, Director of Marketing at ConvertKit, shares insights in his weekly newsletter.

Another example is Kevan Lee, former VP of Marketing at various companies, who connects with his audience through his newsletter.

These examples highlight that B2B creators don’t need specific roles.

Passionate employees connected to your organization’s vision and customers might be the content creators you’ve overlooked.

However, unlocking this potential requires recognizing talent and supporting their growth. Provide feedback, tools, and dedicated creation time. Let them pursue their passions, and they’ll likely promote the company in return.

3. Provide the right medium for them (tools, feedback).

After identifying potential creators, equip them with the platforms and tools they need.

Creators have unique communication styles. Some write detailed blog posts, while others prefer podcasts or videos.

Consider establishing various content channels, like blogs, newsletters, podcasts, vlogs, and employee-managed social media accounts.

Sometimes, simply letting creators work when they’re most inspired is enough. Respected and valued employees often give more in return.

Invest in their professional development, offer consistent feedback, and foster collaborations. Encourage cross-departmental collaborations for diverse content that audiences appreciate.

Feedback is crucial. Establish open communication, and if you have multiple B2B creators, facilitate monthly discussions about their content creation journey.

4. The big difference between brand ambassadors and B2B creators.

In the world of B2B influencer marketing, two terms get tossed around a lot: “Brand Ambassadors” and “B2B Creators.”

They might sound alike, but they’re actually quite different.

Let’s break it down and see why having your own B2B creator can make a big difference for your brand.

Brand Ambassador: Think of a brand ambassador as someone proudly wearing your company’s jersey. They represent your brand, and their main job is to promote it. They usually follow the company’s rules and guidelines, so they have little creative freedom. You pretty much call the shots on what they say, how they look, and who they partner with.

B2B Creator: On the other hand, a B2B creator is more like a free-agent athlete. They can pick and choose who they work with, decide what they want to create and negotiate their own terms. They can team up with multiple brands, try out new ideas, and build their personal brand alongside yours. They can even become experts in their industry over time.

Having your very own B2B creator can bring some sweet benefits:

  • Authenticity: B2B creators add their unique voice and perspective, making their content feel genuine and relatable to your audience.
  • Diverse Partnerships: They can work with different brands simultaneously, giving your brand more exposure and partnerships.
  • Creative Freedom: B2B creators often make more interesting and fun content that connects better with their target audience.
  • Growing Together: When they build their fanbase alongside your brand, it becomes a valuable asset for future partnerships.
  • Expertise: Over time, B2B creators can become experts in their field, which boosts your brand’s credibility.
  • Adaptability: B2B creators can switch gears and tackle various industries or niches, giving your brand flexibility in marketing.

In summary, the key difference between brand ambassadors and B2B creators is their level of freedom. Engaging a B2B creator allows you to benefit from their style, creativity, and expertise. It’s a win-win partnership.

View your employees not merely as ambassadors but as potential B2B creators capable of forging authentic connections with clients and partners.

Remember, nurturing their creative talents is a journey that demands feedback, motivation, resources, and collaboration opportunities.