Should you become a B2B Creator?

My revised take on why entrepreneurs might consider calling themselves creators, after all.

Jun 25, 2025

If your business sells high-ticket services to clients, let me start by saying this: You do not need to become a content machine.

You’ll know this already if you’ve been following me any amount of time. I firmly believe you don’t need to be on every platform, posting daily, trying to grow a huge audience in order to land clients.

But you do need Authority. And building authority in today’s business landscape requires a more conscious approach to content creation, where you create enough content to build your Body of Work (your best salesperson) so that you’re not reliant on word of mouth referrals to land clients. This content needs to be created strategically, so it’s worth the time and effort it takes to make and distribute and ultimately helps you land more of those clients.

With all that said, I write today to introduce you to another way of thinking about content. Because something interesting is brewing in the B2B space which has caught my attention and might catch yours too.

Big businesses need of B2B creators

You’re familiar with influencers in the B2C space, often beautiful people selling home devices, cosmetics, supplements and the link.

But influencers in the B2B space move differently.

This week I was invited to an event for emerging B2B creators, yep that’s me, apparently, even though I don’t ever call myself a creator. But I am. I am because I literally create content, week on week, and have an audience reading and watching along (albeit small businesses).

This event, hosted by VOLUME, brought together creators whose content speaks to a business audience, to tell us that “big businesses need B2B Creators”.

If you’re getting lost in the acronyms and jargon, essentially you can think of these big business brands in the B2B space as the less sexy brands like business banks, commercial real estate, accounting software etc.

These businesses need to grow, too. They need clients and customers, and they also create content. But much of their marketing falls flat in today’s noisy online world (you’re not the only one whose LinkedIn posts flop!).

They’re feeling the pinch of the rise of AI, which has led to an explosion of same-sounding content. The result? A trust vacuum and a fight for attention.

One clear way these businesses are standing out: partnering with creators and influencers who have already built trust with their audiences in niche spaces.

And the most interesting part? These B2B businesses aren’t using the word "marketing" anymore. They’re using the word "authority."

Authority = Trust. Trust = Influence. Influence = Sales.

So, these businesses, might just be looking for YOU.

Even if you’ve not been thinking about yourself as a creator, like me. Even if your audience is small. Even if your content never goes viral.

In fact, VOLUME shared, there is more demand for quality business content than there are aligned creators available especially in the podcast space, for example.

So the opportunity? Keep doing the content you’re already doing (strategically, with client conversion in mind). But also, get paid to create that content by brands who want to piggyback off the hard work you’re doing.

Win win?

It could well be. But let’s get more granular here….

What B2B brands are actually looking for

These brands aren’t hunting for the next TikTok superstar with 2M followers. They’re looking for trusted individuals in specific categories who:

Are already publishing content (think LinkedIn, Substack, podcasts, YouTube)
Have a clear point of view (aka One Big Idea)
Are aligned with the brand’s market, values, or customers

And, have an audience. Of what size? Depends on the brand needs of course. But if you have 1-5k followers/subscribers you’re absolutely on the right track for the aligned brands.

And even if your content isn’t directly about what the brand does, you might still be a fit if your audience overlaps with their target customer.

Some more examples (I’ve taken Authority Club members’ businesses as inspiration for this list, as they’re my crew!)

Caitlin helps companies of all sizes to embrace sustainable productivity. Think: how to encourage teams to do great work without the hustle. As she builds her platform and audience of professionals and leaders who care about this topic.
- A B2B partnership? Health or insurance providers. Employee engagement platforms… the list goes on.
Emma helps climate-focused startups to do better storytelling. To land these clients? She has her own Substack.
- A B2B partnership? Any brand running ESG campaigns that wants to reach climate-conscious founders.
Dharmesh supports product leaders as a coach and consultant. He helps leaders and startups build a high performance product culture and is building a group of CPOs and VP Products who know and trust him.
- A B2B partnership? Almost any company looking to reach CPOs—a powerful buyer group.

Your tangible takeaways

As you can see, the B2B landscape is not quite as clear cut as influencer marketing. It requires strategic, creative thinking.

It also is a lot to think about on your own, if you’re already busy trying to stay afloat as a small biz owner with your clients and content!

That’s why I’m excited about agencies like VOLUME who help bridge the gap, doing the outreach and negotiation for creators who don’t have agents or partnerships people. With a network of aligned creators, it’s easier to start the brand conversations.

It’s also something I’m actively thinking about for Authority Club, the membership I run for authority led business owners. Remember I said these big brands are looking to grow their authority? I think we’re in a prime position to help them ;)

Whilst I’m not pivoting to become a talent agency overnight (!) I am dedicated to helping Authority Club members get themselves in prime position to take advantage of opportunities like this.

How? It first comes down to working through the Authority process I’ve put together inside the membership (clarifying their positioning, building a body of work, and growing their connections). Our next training session for example, is Your One Big Idea & How to Make It Stick, because when your OBI is compelling, and repeated, it builds momentum that leads to both clients and revenue.

The first step is focus: clarify what you’re about and create an aligned audience that cares. That leads to clients. More clients mean deeper insight, which sharpens your content. It’s a virtuous cycle.

Sooner or later, you have enough client demand to be able to pursue other activities, such as a podcast, or brand partnerships, or a book. And that journey is one I absolutely love taking clients on, and is the same one I’m going through myself too!

So remember:

It’s not about being everywhere.
It’s about being known for something.
It’s about building trust at the right depth, not scale.
And then being smart about the audience you’ve built, and the opportunities it can create for you.

So don’t abandon your existing revenue model to chase sponsorships if you’re starting out or small. Don’t abandon being clear and compelling in your message for being funny (or sexy!), in the name of attention. And don’t hide behind content creation if what your business needs is sharper positioning, better sales systems, or stronger client results.

But do think long term about the direction of your business and the bigger projects and brand sponsors or partners that might be available to you if you crack the code now.

If you’re curious about how this fits into your business model and ready to take your expertise seriously but aren’t sure what that looks like next? You are welcome to schedule a free consultation with me to explore. If you’d value a second pair of eyes on your proposition, approach and future plans let’s chat. I’ll be able to share more details about both my 1-1 coaching and Authority Club (you can do both!).

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Or, if you’r more a DIY person, I’ve popped together some more resources from my own library archives or other pieces I’ve loved on this very topic for you to dive into!