The content team's role should expand from asset production to company-wide enablement. They are best positioned to train the entire team—not just the founder—on how to be thought leaders, providing the proprietary data, stats, and frameworks needed to build their confidence and presence.

The "Insider" video series intentionally models The Economist's private, often contentious editorial meetings. By exposing the process of debate and consensus-building behind its unsigned articles, the publication aims to create a sense of intimacy and give subscribers a "behind-the-curtain" view of how its analysis is formed.

Instead of only reporting up to the business head, include their direct reports and the next level down in monthly updates. This ensures the people you collaborate with daily understand marketing's strategy and impact, building widespread internal advocacy and alignment from the top down.

A single, in-depth original research report is a foundational pillar, not a one-off campaign. By consistently referencing its data and quotes in blog posts, social media, and podcasts, a single report can fuel the vast majority of a content team's output for 9-12 months, maximizing its ROI.

Vector's podcast makes listeners a fly on the wall for real strategic discussions between the CEO and marketing lead. Each episode covers a single business decision they had to make together, creating authentic, high-value content.

The Atlantic CEO's daily video series evolved from a personal project into an effective B2B marketing channel. Chief Marketing Officers—key advertising decision-makers—watch his content, which builds rapport and credibility before his team ever enters a sales meeting.

A product vision won't stick unless it's marketed internally. CPOs should build an internal communications plan using compelling storytelling, multiple formats (video, text), and frequent repetition. This marketing-like approach is essential to rally the organization and ensure the strategy is remembered and acted upon.

An investment firm can build a powerful inbound deal flow engine by creating media like podcasts and consistent social content. This allows the firm to be more selective with its investments, which in turn becomes a core part of the value proposition to its own investors.

The primary benefit of internal marketing isn't just self-promotion; it's making the marketing team a visible and approachable destination for ideas from across the company. The best campaign concepts often originate from unexpected sources like SDRs or engineers who, because of internal hype, know who to share their insights with.