Every marketer is now a creator

The job has changed.

Ten years ago, marketers ran campaigns. They wrote copy, bought ads, built landing pages, and measured conversions. The company was the brand. The marketer was invisible.

That model is breaking down.

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The shift nobody talks about

Every marketer has noticed this, but few act on it: posts from individuals outperform company accounts. By a lot.

Corporate content gets scrolled past. The same insight from a personal account—a face, a name—gets 5-10x the engagement. LinkedIn’s algorithm favours personal accounts. So does Twitter’s. So does every platform, because users respond to people.

The reason is trust. We connect with people, not logos. A company saying “our product is great” is advertising. A person saying “here’s what I learned building this” is a story.

Why this matters for you as a marketer

Two angles. Both point the same direction.

It’s your job. You’re paid to get attention for your company. The channels that work have shifted. Paid is saturated. SEO is AI-dominated. The most effective distribution channel now is people with audiences—and if you’re not one, you’re relying on others who are. Marketers who create content that travels are worth more.

It’s your career. Companies evaluate marketing candidates on their existing audiences. Not the only factor, but a real one. A marketer with 10,000 LinkedIn followers brings distribution the company doesn’t have to build. That’s leverage. That’s why you get hired, promoted, or poached.

Elena Verna (Miro, Amplitude, Dropbox, Lovable) puts it bluntly: a personal audience is essential for career growth in marketing. Companies view employee followings as distribution assets—reach they didn’t pay for.

Look at the companies winning. HubSpot, Drift, and Gong didn’t just build content teams—they built cultures where employees share publicly. Founders posted. Salespeople posted. Product managers posted. The brand became the sum of its people’s voices.

Gong mastered this on LinkedIn. Every new hire posted about their first week. Product launches were timed with internal LinkedIn takeovers. Instead of one company post about an event, 30+ employees would post simultaneously. If you followed even a handful of people in their ecosystem, you couldn’t escape them.

The pattern: the brand becomes the sum of its people’s voices. And the marketers who contribute to that sum are the ones who advance.

The resistance is fading

For years, companies discouraged public posting. Legal worried about compliance. HR worried about off-brand messaging. Executives worried about employees building portable audiences and leaving.

That’s changing. Companies that discourage visibility now compete at a disadvantage—against companies where every employee is a distribution channel.

The gap is widening. It’s becoming a competitive advantage.

What “being a creator” actually means

This isn’t about becoming an influencer or chasing virality. It’s about consistently sharing what you know, learn, and build.

Pick one platform. LinkedIn for most B2B. Twitter/X if you’re in tech/SaaS and that’s where your buyers spend time. Don’t spread yourself thin.

Start with what you know. Your first posts should come from genuine expertise—problems you’ve solved, lessons you’ve learned, opinions you hold. Authenticity compounds. Forced thought leadership fails.

Use the Rule of 3. If you find yourself discussing something three times—in meetings, Slack, or conversations—turn it into content. That’s your signal the topic resonates.

Play the long game. Audience building is slow. Elena Verna’s LinkedIn growth shows years of steady progress, no viral spikes. The winners keep showing up.

Engage, don’t broadcast. 70% of the work is responding to comments. Relationships build in replies, not posts.

For a deeper tactical framework, Elena’s full post on starting your content creator era is worth reading.

The bottom line

The creator economy isn’t just for YouTubers and Instagram influencers. It’s come for B2B marketing.

The tools exist. The platforms reward it. The winning companies have shifted. The question isn’t whether marketers should create content—it’s whether you’re set up to make it happen.

Every marketer is now a creator. The ones who embrace it will have careers—and companies—that compound. The rest will keep wondering why their content doesn’t land.