286 - Turning Employees into Your Most Valuable Creators - With Robert Katai

The Futur with Chris Do

The Futur

Arts, Education, Marketing, Design, Business, Self-improvement

4.9 • 998 Ratings

🗓️ 10 April 2024

⏱️ 44 minutes

🔗️ Recording | iTunes | RSS

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Summary

In this episode, host Chris Do sits down with Robert Katai, founder of the B2B Creator Newsletter, as he discusses a transformative strategy for brands aiming to achieve significant growth without solely relying on paid advertising or traditional marketing channels. He emphasizes the shift from conventional approaches to investing in in-house creators. In-house creators, who could be any employee passionate about the brand, are positioned as better alternatives to outside influencers for building authentic connections with audiences. Robert highlights the power of personal branding and genuine content creation as a means to foster trust and engagement with the brand. The discussion covers the increasing costs of customer acquisition, the saturation of AI in marketing channels, and the decreasing efficacy of brand-only social media accounts. Through examples like Apollo.io and SparkToro, Robert illustrates how companies can leverage their employees to authentically engage with their community, resulting in increased brand loyalty, lower marketing costs, and organic growth. The solution proposed encompasses nurturing in-house talent to generate content that resonates with the audience, establishing a human-to-human connection. Robert's insights are framed within his extensive experience in marketing, reflecting a forward-thinking approach to overcoming current marketing challenges. Learn more about your ad choices. Visit podcastchoices.com/adchoices Learn more about your ad choices. Visit megaphone.fm/adchoices

Transcript

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0:00.0	Hey everybody, my name is Robert and in this video I will teach you how to go from an unknown employee
0:06.6	to let's say a top celebrity that will make your brand skyrocket. Skyrocket. The There is a moment when you are investing a lot of money, let's say in paid advertising and we can see that the cost per click is getting higher and higher.
0:43.4	And the press release, they, you won't get any clicks on that.
0:46.6	And maybe people are not reading press releases lately.
0:50.3	So what if you will invest in your in-house creators in your employee and they can be maybe your
0:56.8	talent magnet and getting new people to your team maybe then can spread the message of your
1:01.7	company and even they can just like let's say
1:04.8	build up your brand and also creating an audience and creating a loyal community
1:10.1	directly to your brand. So here's a guy I was working with it. He's a consultant and
1:14.9	he's also a sales consultant and after free post on LinkedIn he gets free leads and
1:22.0	one big contract that is now working for the entire year on that big
1:27.2	contract and that was very interesting because the guy who connected with him he said that I wanted to connect it with you because I
1:36.0	liked your mindset and what you wrote on that LinkedIn post. In this video I will cover
1:41.7	three ideas the problem that it's around us that paid marketing is getting higher and higher that AI is flooding every paid marketing channel and people are not trusting anymore in brands. The effect that we can see is
1:56.1	that brands are getting a bigger struggle on growing their brand pages and they are
2:01.4	creating content and they are fighting with them in this noise.
2:06.0	And the solution, it's investing in your in-house creators that can be your employees,
2:11.0	it's owning your audience and building up your media company.
2:15.3	I have 17 years in marketing and now I think that I can call myself a creator.
2:21.8	I'm also the founder of B2B creator, the newsletter and also the company.
2:26.7	And I can say that I teach brands how to build in-house creator programs.
2:32.7	And I can say that I'm somehow the proof behind of my advice,
	...

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