Content, Briefly

Are Employees Your Next Distribution Channel?

6 snips
Aug 26, 2025
Guest
Eric Doty
Guest
Chloe Thompson
Chloe Thompson, a freelance content strategist formerly at Reward Gateway, and Eric Doty, a marketing pro from Doc, dive into the world of personality-driven content in B2B marketing. They explore the evolving role of founders and employees as brand voices, discussing how personal branding can align with company goals. Through engaging examples, they reveal different models of thought leadership and strategies for maximizing LinkedIn engagement. The conversation highlights the exciting future of brand storytelling shaped by individual creativity.
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INSIGHT

People Over Brand Pages

  • Content distribution is getting harder so companies rely more on individuals for reach.
  • Platforms like LinkedIn favor people over brand pages, making employees valuable channels.
ANECDOTE

Founder As Primary Channel

  • Eric describes how Dock uses founder Alex as the primary LinkedIn distribution channel.
  • Eric ghostwrites and boosts posts to keep Alex visible when he lacks time.
ADVICE

Put Paid Behind Organic Wins

  • Boost organic founder posts with paid spend once they show engagement.
  • Use small ad tests to extend posts that already have real comments and traction.
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