B2B Content Creators Are Changing the Game. Are You Playing?

Forget faceless logos—buyers in 2024 are drawn to authentic voices, and B2B content creators are the driving force behind this change, turning companies into relatable personalities.

But what makes a B2B content creator?

Nowadays, more people are claiming to be one than ever before, making it hard to grasp what a B2B content creator is, and by extension, their skills, responsibilities, and scope of work.

So, let’s start with the basics to see who we’re referring to when throwing the “B2B content creator” title around.

Defining B2B content creators

B2B content creators are individuals with knowledge in an industry and a knack for making that knowledge accessible over social media, using formats that range from plain text posts to short and long videos.

Aside from B2B content creators, they are also known as B2B influencers, B2B UGC (user-generated content) providers, B2B evangelists, and B2B brand ambassadors, among other titles.

For example, tl;dv, a startup offering an AI notetaker for meetings has a content creator acting as the primary face of the brand on social media:

Whether internally or as external advocates, their work is focused on creating social media content that:

• Simplifies complex ideas.
• Humanizes brands and products (usually, highly technical ones).
• Boosts brand awareness and/or increases conversion rates.

Skills to look for in B2B content creators

When hiring or collaborating with a B2B creator, expect them to carry a full-circle content role — they’re as strategic as they are tactical.

While their core skills might be closely related to the ones of writers and videographers, they should be able to:

• Translate technical concepts into digestible content.
• Balance storytelling with strategic messaging.
• Possess a high level of empathy and adaptability.
• Command content production and publishing.

And of course, having platform-specific knowledge is an asset. Skilled TikTok creators might not do well on LinkedIn, and vice versa; knowing a platform inside out is vital.

Finally, an important detail: Should B2B content creators always be camera-friendly?

We believe it’s not a must-have trait, but a nice-to-have one, especially when the brand doesn’t have people eager to appear on screen.

In-house vs. freelancers vs. agency

Each type of collaboration has its pros and cons.

For instance, in-house creators are the go-to choice when you need total immersion in the brand’s culture, values, and vision. However, they can be hard to come by and are usually a long-term investment.

Freelancers bring freshness and specialized skills without a full-time commitment, which is ideal for specific campaigns or content types. On the other hand, their commitment will never be as strong as the one you’ll get from a full-time employee or an agency retainer.

Agencies offer structure, a suite of professionals, and reliability, although at a higher price than freelancers or individual hires. They’re best for complex, multi-platform strategies where alignment and scalability are priorities.

On top of these three sources, it’s not rare to see employees and leadership members rise to the challenge and become content creators themselves.

More often than not, these are the result of employee-generated content and executive social media programs, respectively.

How to evaluate a B2B content creator

To evaluate the impact of B2B content creators, focus on metrics that align with your goals, including:

• Engagement rates: Likes, comments, shares, average watch times.
• Follower growth: It’s a sign that your content creator is attracting new people to your brand.
• Brand mentions: How often the content is shared or referenced.
• Conversions: How often does the content lead to desired actions, such as sign-ups, demo requests, or sales.

As usual, not all metrics are created equal, so pick the ones that best align with your priorities and goals.

Examples of B2B content creators

2024 has been a prolific year for B2B content creation, and finding good examples only requires scrolling through social media feeds.

A good example to get started is Katie Martell. Her work as an external collaborator for B2B brands results in all sorts of engaging content, including videos, text posts, image galleries, and, of course, comments.

Next, an example of an in-house B2B content creator: Tequia Burt, LinkedIn’s Editor in Chief. She’s a great example of a B2B content creator who understands a powerful brand inside out and creates content that consistently supports its narrative and goals.

Since we covered examples of external and in-house B2B content creators, we’ll give you an agency example to close this section – and since we like to drink our champagne, here’s an example of B2B content we did for a leading player in the collaboration software space:

Closing thoughts: Why invest in B2B content creation

It’d be easy to say that B2B content – the kind that transpires spontaneity, and approachability – is what people want, and that such is a “good enough” reason to go for it.

However, there’s more than that.

From a rational angle, B2B content creators are important to reach today’s self-directed, highly discerning B2B buyers.

In other words, they offer brands the freedom and ability to convey a huge variety of messages in flexible formats.

Moreover, algorithms prioritize them over traditional branded content (particularly when they publish video!).

Without B2B content creators – whether in-house, freelancers, or agencies – companies risk adding noise and losing influence in their niche.

B2B content creators don’t just generate engagement—they shorten sales cycles by educating buyers before they even talk to your sales team.

— Marcus Sheridan, author of ‘They Ask, You Answer’

So, to end this hopefully enriching read, ask yourself: If your brand isn’t leveraging social media to reach audiences with the best possible content – what’s the purpose of being active on social channels?

Whether sure or unsure of the answer, you can always reach out to us for further discussion.