Authors. They matter—a lot.
Yet few B2B companies lean into the idea of authorship and ownership. I mean, it's called thought leadership for a reason!
For every post you publish on your website or in your owned community, try to have a real author (or authors) behind it, and make sure to get their name out there.
It's probably one of the easiest ways to make your marketing more people-first.
We did this at Drift with the creation of Drift Press and the Drift Podcast Network.
With this approach, the authors become the folks who are actively sharing and talking on social platforms and other social networks. They become the “influencers” for your brand.
So simple, yet so many overlook it.