Every B2B company is becoming a media company.
The strategy, the craft, and the results behind expert-led content for B2B teams building category authority in the AI era. Written with the operators, creators, and experts we put on the record.
- 01Content strategyTurning company expertise into a publishing engine.
- 02Production craftWhat makes buyers watch content instead of skip it.
- 03Scaling real expertise with AI, not replacing it.
- 04The programs, and the numbers behind them.
UGC Strategy stories
What B2B Brands Can Learn From Olympic-Level Storytelling
Every four years, the world stops to watch the Olympics. It is not just about medals or records. It is about stories. Millions of viewers tune in to watch…
Disney, OpenAI, and the Future of Creation
Disney’s agreement with OpenAI shows a clear shift. Growth now comes from open systems that let more people create. This is the same shift driving UGC in…
How IKEA Turned Its Employees Into a High-Impact TikTok and UGC Engine
How IKEA’s employee creators reinvent UGC and what B2B marketers can learn about using internal experts to build credibility and customer trust.
The “Dead Internet” Theory: Altman’s Alarm and Why B2B CMOs Should Bet on UGC
Sam Altman’s viral comment on the “dead internet theory” signals a turning point for marketers. Discover what it means for B2B CMOs, the rise of bots and…
How to Align UGC With Your Marketing Campaigns Instead of Posting at Random
User-generated content shouldn’t sit outside your big campaigns, it should amplify them. This framework shows you how to turn one campaign pillar into four…
How to Compare ‘Video Shoot Spend’ vs. ‘UGC Spend’ in 60 Seconds
Most teams compare UGC programs to a single shoot and assume it costs more. In reality, per piece of content, shoots are far more expensive. A one-day $3.5K…
How to Split Video Budget: 20% Onsite, 80% UGC for 10x Output
Most teams overspend on onsite video, leaving little for the content that actually drives daily business outcomes. The smarter split is 20% onsite, 80%…
How to Win at UGC by Trusting Your Employees to Create
Leaders: stop running “employee advocacy” like a brand-policed campaign. This how-to shows how to win with UGC by trusting employees to create, one rule, one…
How to Use Your Calendar as Inspiration for Creating UGC
Stop overthinking UGC. Your calendar is already packed with content opportunities, client calls, demos, events, team meetings. Learn how to spot natural UGC…
How to Use UGC for Sales Enablement
User-generated content (UGC) is one of the fastest ways to enable sales. You don’t need a big campaign or polished production, start today with what’s…
How to Use UGC to Solve Your Sales Pain Points
B2B sales pros wear a dozen hats already, prospecting, demos, proposals, customer follow-up, reporting. No wonder ‘create content’ feels like marketing’s…
How Sales Pros Can Use UGC to Move Deals Forward
Most sales pros still rely on weak tools in their sales cycle, decks nobody reads, emails nobody opens, and LinkedIn DMs nobody responds to. User-Generated…
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