Companies should be recruiting the people in their industry with engaged followings and offering them generous comp to come in-house.
Why? Because they already have trust built with an audience in their niche—the thing that most companies don’t have. That trust is worth a lot.
And if you’re competing for market share and struggling to build brand recognition, this is your best shot at becoming relevant and not dying in a sea of competition.
An internal creator program can offer influencers creative runway and autonomy while providing them with the stability and growth opportunities that come with being part of an organization.
And all of the budget that is being wasted on ineffective marketing can be redirected to a function and resources to support them.
This is a huge white space.
Be in the 1% who actually does it.
P.S. These industry influencers might currently be in-house at another company or independently running their own shops. Either way, they’d exponentially increase your distribution and awareness—something that a lot of marketing struggles to accomplish.
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