Core Insight of the Week
This week I noticed how quickly B2B marketers are shifting away from traditional formats. Most teams still produce ebooks, webinars, and gated assets, but their buyers aren’t consuming them.
The marketers entering the industry grew up on creators - they trust individuals, not corporate campaigns. The brands getting ahead are the ones distributing their story through people their audience already listens to.
The takeaway: trust is the new distribution layer.
THE PRACTICAL PLAY
The Audience Relevance Check
Before selecting any creator:
read 15–20 comments from their last posts
identify whether your ICP shows up in the replies
check if the creator can tell a story, not just deliver reach
confirm their tone aligns with your brand’s narrative style
If these aren’t true, move on.
The Conversation Snippet
“creators aren’t replacing paid - they’re outcompeting it with trust.”
Maker Playbook:
One-sentence value: “I help [who] do [what] in [time].”
One flagship asset: a mini product that solves one moment.
One loop: social → email → product → testimonial → repeat.
🛠️ Tool Stack of the Week:
Studio: browser video editing that feels like design.
Typed prompts: generate briefs from messy notes.
Link inbox: collects everything you mention across platforms.
Creator prompt: “What can I teach in 5 screenshots that saves someone 5 hours?”
Until next week,
The Signal