Unleashing the Power of Founder-Led Content in B2B Marketing
Understanding the Shift in Marketing Focus
Marketing today is all about being relevant and in tune with the present. Looking to the past would mean relying on traditional methods like trade shows and billboards, while focusing on the future might involve unproven and expensive advertising in robo taxis. The reality is that businesses need to focus on the here and now. Every dollar spent on marketing must generate a good return to justify the investment and drive company growth.
The Rise of Founder-Led Content
Society is moving from a collective focus to an individual one. Hollywood is struggling, with film ratings and Netflix viewership declining, while platforms like TikTok, YouTube, and Instagram are seeing exponential growth in their creators. In the business world, companies like Airbnb, Shopify, ZoomInfo, and OpenAI are led by their founders in marketing and announcements. This works because humans buy from humans. Big organizations can be intimidating, and people seek a personal connection with a business. In 2025, earning someone's trust before they spend money is crucial, and founder-led content humanizes the brand, putting a face to a technical product.
Implementing Founder-Led Content in B2B Marketing
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Channel Selection: For B2B businesses, LinkedIn and YouTube are essential. LinkedIn serves as a top and middle-of-the-funnel strategy, while YouTube is a bottom-of-the-funnel strategy. Content should be created on the founder's page, although the company page can be used for big updates.
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Content Pillars:
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Technical Content: Demonstrate how the product works, especially in relation to popular tools like HubSpot and Salesforce. Show how it simplifies processes and makes users' lives easier.
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FAQ Content: Address common questions and objections that customers may have. Use customer questions to create content that answers these concerns before they even arise.
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Human Content: Share personal interests and hobbies of the founder to make them more relatable. People want to connect with the human behind the business.
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Content Creation and Optimization: Every piece of content should focus on how the product can help the user make more money or save time. On LinkedIn, content can be more conversational, while on YouTube, it needs to be targeted and SEO-optimized.
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Content Market Fit: After consistent posting for 6 months, you'll start to identify content winners. These are the pieces of content that resonate with your target audience. You can then amplify these winners by putting paid ad spend behind them.
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Traffic Capture and Nurturing: Once you start getting more traffic, capture it and put it into email nurture sequences. Consistency is key here as it allows you to gather data and make informed decisions about your content strategy.
Action Steps
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Define Content Pillars: Write down all the ways your product can help people and identify the technical, FAQ, and humanizing content you want to create.
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Develop Platform Strategies: Create a specific plan for LinkedIn and YouTube, and consider other platforms like X/Twitter and Instagram depending on your offer.
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Set Aside Time for Content Creation: Allocate time each week to write, film, record, and edit content. Batching content is more efficient than doing it sporadically.
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Work with Experts: If you want to shortcut the process, you can work with a professional team like the one mentioned. They have experience working with various brands and can help you achieve content market fit quickly.
In conclusion, in today's attention economy, founder-led content is a powerful tool for B2B marketing. By humanizing your brand, focusing on relevant content, and being consistent, you can differentiate your business, capture more leads, and drive growth. Whether you choose to create content yourself or work with experts, taking action on these steps is essential for success.