How to Cultivate In-House Creators: The Key to Content Distribution in B2B Companies

Creators will be a big part of your team in the next season of your company.

They can take you where no PR or advertising agency can.

Because a creator is not just a content creator, then the brand should think about where to distribute that content.

Think of that in-house creator as also a content talent, a distribution channel, an audience builder, and a new talent magnet. These are the 4 benefits you can get as an entrepreneur or manager from an in-house creator.

I also was an in-house creator for a SaaS company back in the day. I created content for the company’s blog posts but also published guest posts on big and small websites, spoke on marketing event stages, and included the product in my slides.

And guess what, I managed to have 2 speaking moments at the biggest advertising conference in the world. And it was all for free. As a company, we didn’t pay any speaking fees, sponsor any guest posting, or fund a PR project to put my name on that website.

It was because I was building relationships with people around the internet and created content because I love to create and publish content.

So, if you are reading this article, it means that you are interested in how to build an in-house creator for your own organization.

I will give you a few ideas on where to start, but I will develop in the future a program where I can teach you step by step the entire process of cultivating in-house creators that will help you spread the message of your organization.

So make sure to subscribe to my newsletter to be updated with this program in the furture:

Step 1: How are your team leaders?

That was a straightforward question, right? Let me explain it a bit. Is your team leader the kind of leader that creates and publishes content? Because guess what, you can’t expect your team to talk about your company if your leaders are not talking about it.

Let’s take, for example, Nathan Barry, the CEO and founder of ConvertKit, an email marketing platform for creators.

Nathan is creating and publishing content on his blog, recording podcasts, going to different podcasts to talk about his vision for creators, and his presence on LinkedIn and Twitter is just amazing.

Now think about this: managing a team of 76 employees across 64 cities, growing the business, and also being the face not just of the company but also a voice in the industry is something that is inspiring the entire team to do what he is doing.

So when ConvertKit launches a new feature, everybody from the company is talking about the new feature. Why is that? Because Nathan is the example, and people are following their leader.

So, how are your team leaders?

If they are not creating and publishing content, here are a few benefits you can tell them about it, and maybe they will start thinking about doing that. Or, if they don’t have the right time to start thinking about creating and publishing content, here’s your chance to step up and help them build their own audience.

Benefits of publishing content as a team leader:

  • Being an example for my team
  • Becoming a thought leader in the industry
  • Being the voice of the company
  • Growing my own audience
  • Building my personal brand

Step 2: Let’s find the in-house talent

Before you start knocking on every door of your colleagues, let’s write down the benefits of creating and publishing content, while helping the company gain more recognition in the industry.

  • Creating content and publishing content → giving them a voice for their talent
  • Building a personal brand → positioning their skill in the industry and recognizing their value
  • Growing an audience → getting real-time feedback from people who follow them
  • Business and marketing opportunities → podcast invitation, speaking gigs and guest writers

Now that you have written down all these benefits, make sure you have a real discussion with your HR team leader and maybe with your manager, explaining to them why an in-house creator is an important element in the company.

How to find the right talent?

You can start with some stalking on LinkedIn, Twitter, Instagram, or YouTube.

Maybe you already have the right talent creating and publishing content, but they are not focusing on being an in-house creator for the company. If you find the creators, your job is almost done.

Next would be a coffee talk and showing the benefits of being the in-house creators.

But what if you don’t have any public creator on your team? That’s even better.

Start discussing with everybody on your team.

This should require maybe a 2-week discussion with everybody. From your design team to your sales, marketing, customer support, business developers, HRs, and others. But to be more focused with your work, you should understand who’s the audience of your company.

For example, if you develop software for designers, you should start talking with your designers first. Because you want to connect with an audience of designers, and the designer knows how to connect with designers.

Make sure you both understand the benefits, and write down real expectations from this in-house creator program.

After you discuss with somebody who would be on board for this in-house creator program, let’s design a purpose-driven project for them.

I love how Todd Clouser thought about this approach, and he helped his team start creating content, and making it easier for them to create and publish the content.

Because you can’t just throw to them the idea of creating content and then waiting to act like an A-list influencer with hundreds of thousands of followers. They need your support. They need you to assist them with their work. Maybe you can start having weekly meetings with them and work along with them to create the content.

Or maybe you can start developing a purposeful program and make them part of an episodic content project that will build the brand and make it even more powerful in the industry.

So here’s your chance to help them create the content, publish the content, and have your first case study in your company that this program is really working.

Step 3: Empower and communicate internally

Do you have your first content ready to be published?

Make sure that all your company knows about it. I bet that you have a Slack or in-house communication channel.

So when your colleague publishes their first content that you helped with, now make sure you copy/paste the link into the group chat and cheer up for your colleague. It’s their first content published and they need your entire company’s support.

This will create a sense of belonging but also will give them the boost to make another one and another one.

Build up the momentum and let your colleagues jump into the conversation.

Make sure you tell your company that this is part of the in-house creator program you are developing right now and if they have any other questions, just DM you.

Let’s recap.

To put it simply, if B2B companies want to grow their content distribution well, they should focus on cultivating their own in-house creators.

Here’s how to do it:

  1. Start with the team leaders. They should be creating content themselves, setting an example for the rest of the team.
  2. Find and help the talented people within the company who can share the company’s story well. This means understanding who you’re talking to and making sure the creators’ skills match what the company wants to say.
  3. Give these creators what they need to succeed – support, tools, and recognition within the company.

This approach does more than just improve how the company is seen in the industry.

It also helps employees grow professionally and makes the company’s overall story stronger.