Famous B2B content creators and business celebrity influencers recognize that the field has changed dramatically.

Audiences no longer rely exclusively on corporate websites, trade publications, industry conferences, or traditional marketing campaigns to learn about companies and industries, the best famous B2B content creators advise. Increasingly, they discover ideas through individual experts who publish consistently across social media, newsletters, podcasts, video platforms, professional communities, and other digital channels.

Top famous B2B content creators have helped create an entirely new category of marketing influence.

Influencers are individuals who have developed significant recognition within business-to-business markets through consistently publishing useful, distinctive, credible, or entertaining media.

Global famous B2B content creators may be marketers, entrepreneurs, consultants, executives, sales professionals, analysts, writers, researchers, educators, or industry specialists.

Some have enormous audiences.

Others have relatively focused audiences made up almost entirely of decision-makers in a particular industry.

What famous B2B content creators have in common is that their material has become associated with their expertise and point of view.

For businesses, knowing how to work with pros is increasingly important because these creators can influence conversations, drive categories, introduce new ideas, build communities, and provide businesses with access to audiences that traditional advertising may struggle to reach.

This guide explores the world of famous B2B content creators, including the different types, the content they produce, how they build influence, why their audiences follow them, and how businesses can work with or learn from this emerging category of professional creator.

What Is a Famous B2B Content Creator?

A famous B2B content creator is an individual who has developed substantial recognition, authority, or influence by consistently creating content for a business audience.

The content may focus on:

• Marketing

• Sales

• Technology

• Entrepreneurship

• Leadership

• Finance

• Operations

• Human resources

• Artificial intelligence

• Business strategy

• Product management

• Customer experience

• Entrepreneurship

• Professional development

• Industry-specific subjects

Unlike traditional influencers, famous B2B content creators typically build their reputation around expertise, professional experience, original ideas, education, analysis, or a distinctive perspective.

Their audience may include:

• Business owners

• Executives

• Marketing professionals

• Sales professionals

• Founders

• Investors

• Consultants

• Buyers

• Product teams

• Technology professionals

• Industry specialists

The creator’s influence comes from the relationship between the individual, their expertise, and the audience that repeatedly consumes their content.

What Makes a B2B Content Creator Famous?

Fame in B2B content creation is different from fame in entertainment or consumer social media.

A B2B creator does not necessarily need millions of followers.

In many cases, a creator can become highly influential by developing a relatively specialized audience.

For example, a creator with a large audience of senior technology buyers may be more commercially relevant to a technology company than a general business creator with a much larger audience.

Several characteristics can contribute to B2B creator fame.

Consistent Publishing

Famous creators tend to publish regularly.

Consistency allows audiences to become familiar with a creator’s:

• Voice

• Ideas

• Expertise

• Personality

• Format

• Perspective

Repeated exposure can turn an individual expert into a recognizable media brand.

Distinctive Point of View

A famous B2B content creator usually stands for something.

They may be known for a particular approach to:

• Marketing

• Sales

• Leadership

• Technology

• Strategy

• Business growth

• Content

• Entrepreneurship

A recognizable point of view makes a creator easier to remember.

Original Expertise

B2B audiences tend to value practical expertise.

Creators can build authority by sharing:

• Personal experiences

• Original research

• Frameworks

• Case studies

• Lessons learned

• Industry observations

• Data

• Experiments

• Professional opinions

The strongest creator brands often develop from information that audiences cannot easily obtain elsewhere.

Strong Communication Skills

Expertise alone does not automatically create an audience.

Famous B2B content creators are often skilled at explaining complex ideas in accessible ways.

They know how to turn an abstract business concept into:

• A story

• A framework

• A lesson

• A visual

• A short post

• A video

• A conversation

Audience Understanding

Successful creators understand what their audience cares about.

They know the questions their followers are asking and the problems they are trying to solve.

That allows them to produce content that feels relevant rather than generic.

Types of Famous B2B Content Creators

There is no single category of famous B2B creator.

Different creators become known for different types of expertise.

1. Famous B2B Marketing Content Creators

Marketing creators are among the most visible types of B2B content creators.

They may create content about:

• Content marketing

• Demand generation

• Brand strategy

• SEO

• Advertising

• Social media

• Email marketing

• Marketing operations

• Customer acquisition

• Marketing strategy

Their audiences often include marketing professionals, founders, agency owners, and executives.

Marketing creators frequently publish educational posts, videos, newsletters, podcasts, articles, frameworks, and commentary.

2. Famous B2B Sales Content Creators

Sales creators focus on the practical realities of selling.

They may discuss:

• Prospecting

• Sales conversations

• Negotiation

• Pipeline management

• Sales leadership

• Account management

• Buyer psychology

• Outbound sales

• Social selling

• Revenue strategy

Their content often appeals to sales representatives, sales leaders, founders, and revenue executives.

3. Famous B2B SaaS Content Creators

Software-as-a-service creators specialize in the business software ecosystem.

They may discuss:

• SaaS growth

• Product-led growth

• Customer acquisition

• Retention

• Product marketing

• Pricing

• Growth strategy

• Startup operations

• Software products

SaaS creators can become particularly influential because the industry is highly active on professional social platforms and digital media.

4. Famous B2B Technology Content Creators

Technology creators explain developments in business technology.

Topics can include:

• Artificial intelligence

• Cloud computing

• Cybersecurity

• Automation

• Enterprise software

• Data

• Digital transformation

• Emerging technologies

Technology content creators often translate technical developments into business implications.

5. Famous B2B AI Content Creators

AI has created a rapidly expanding category of B2B creators.

AI-focused creators may publish content about:

• Generative AI

• AI tools

• AI implementation

• Enterprise AI

• AI strategy

• Automation

• AI productivity

• AI business models

• AI transformation

Their value often comes from making rapidly changing technology easier for business audiences to understand.

6. Famous B2B Entrepreneurship Creators

Entrepreneurship creators build audiences around the realities of starting and growing businesses.

Their content may cover:

• Startup strategy

• Fundraising

• Hiring

• Leadership

• Product development

• Business models

• Customer acquisition

• Productivity

• Founder psychology

• Scaling

Entrepreneurship creators often build particularly personal relationships with their audiences because their content is connected to their own experiences.

7. Famous B2B Leadership Creators

Leadership creators focus on management and organizational topics.

They may discuss:

• Management

• Company culture

• Hiring

• Communication

• Executive leadership

• Decision-making

• Team building

• Organizational development

Their audience often includes managers and executives.

8. Famous B2B Personal Branding Creators

Personal branding creators teach professionals how to build their own reputation online.

Their content may focus on:

• Professional visibility

• LinkedIn content

• Thought leadership

• Audience building

• Writing

• Networking

• Personal positioning

• Executive branding

These creators have helped make personal branding a significant part of B2B marketing.

9. Famous B2B LinkedIn Content Creators

LinkedIn creators have become an especially important category of B2B content creator.

They may publish:

• Short-form posts

• Carousels

• Personal stories

• Professional advice

• Industry commentary

• Educational frameworks

• Case studies

• Business observations

LinkedIn-focused creators often specialize in making professional information accessible and engaging in a social format.

10. Famous B2B Newsletter Creators

Newsletter creators build audiences through recurring email publications.

A newsletter may focus on:

• Marketing

• Technology

• Finance

• Entrepreneurship

• Business strategy

• Industry news

• Professional advice

The newsletter itself becomes a recurring media product.

11. Famous B2B Podcast Creators

Podcast creators develop audiences through long-form conversations and discussions.

Business podcasts can feature:

• Interviews

• Industry analysis

• Founder stories

• Expert discussions

• Business education

• Current events

• Strategy conversations

Podcast creators can develop unusually deep relationships with audiences because listeners may spend significant amounts of time with them.

12. Famous B2B Video Creators

Video creators communicate business ideas through visual media.

They may create:

• Educational videos

• Interviews

• Tutorials

• Commentary

• Business documentaries

• Product analysis

• Short-form videos

• Long-form discussions

Video gives creators another way to demonstrate personality and expertise.

13. Famous B2B Thought Leaders

Thought leaders are creators whose content influences how people think about a particular business subject.

Their content may introduce:

• New frameworks

• New terminology

• New perspectives

• New strategies

• New interpretations of market developments

Thought leadership is generally built around ideas rather than promotional messaging.

14. Famous B2B Industry Experts

Some creators become famous within a particular industry rather than across the entire business world.

Examples of potential industry categories include:

• Healthcare

• Financial services

• Manufacturing

• Real estate

• Logistics

• Energy

• Professional services

• Technology

• Education

• Retail

Their audiences may be smaller but highly specialized.

15. Famous B2B Business Authors

Business authors can become content creators through books, articles, interviews, podcasts, speeches, newsletters, and social media.

Their published work often serves as the foundation for a broader content ecosystem.

A single idea from a book can become:

• A social post

• A podcast discussion

• A keynote

• A newsletter

• A video

• A webinar

16. Famous B2B Consultants

Consultants frequently become creators because their professional work generates valuable knowledge.

They may share:

• Frameworks

• Client lessons

• Industry analysis

• Research

• Strategy advice

• Management insights

Their content can serve as both education and a demonstration of expertise.

17. Famous B2B Analysts

Analysts create content based on research, data, market observation, or specialized knowledge.

They may produce:

• Reports

• Commentary

• Research

• Forecasts

• Market analysis

• Industry explanations

Their authority often comes from depth of knowledge rather than entertainment value.

18. Famous B2B Founders

Founders can become content creators simply by documenting what they learn while building companies.

Founder content can include:

• Lessons from building a company

• Product decisions

• Hiring experiences

• Customer insights

• Business strategy

• Growth experiments

• Leadership experiences

Founder-led content has become an important part of B2B communication.

19. Famous B2B Executives

Executives can build significant audiences around their professional expertise.

They may publish content about:

• Leadership

• Industry trends

• Company building

• Technology

• Strategy

• Management

• Business transformation

Executive creators can become recognizable representatives of their companies and industries.

20. Famous B2B Educators

Educational creators focus primarily on helping professionals learn.

They may teach:

• Marketing

• Sales

• Technology

• Business strategy

• Analytics

• Management

• Entrepreneurship

• Professional skills

Their content often takes the form of tutorials, guides, courses, videos, newsletters, and frameworks.

21. Famous B2B Creators in Finance

Financial content creators focus on professional and business financial topics.

They may cover:

• Corporate finance

• Investing

• Financial technology

• Accounting

• Economics

• Business finance

• Markets

• Financial strategy

Their audiences can include professionals, executives, investors, and financial decision-makers.

22. Famous B2B HR Content Creators

HR creators develop content about people and organizations.

Common subjects include:

• Hiring

• Workplace culture

• Employee engagement

• Leadership

• Talent management

• Compensation

• Organizational development

• Future of work

23. Famous B2B Product Creators

Product creators focus on product management and product strategy.

They may discuss:

• Product development

• Customer research

• Product-market fit

• Product strategy

• User experience

• Product launches

• Product leadership

Their audiences often include product managers, founders, designers, and technology executives.

24. Famous B2B Growth Creators

Growth creators focus on how companies expand.

Their content may address:

• Acquisition

• Retention

• Conversion

• Product growth

• Demand generation

• Distribution

• Partnerships

• Experimentation

Growth creators often attract startup founders and marketing professionals.

25. Famous B2B Creator-Educators

Some creators combine professional expertise with formal education.

They may create:

• Courses

• Tutorials

• Workshops

• Webinars

• Guides

• Templates

• Educational videos

Their reputation comes from their ability to make complex subjects practical.

The Difference Between Famous and Influential B2B Content Creators

Fame and influence are related but not identical.

A famous creator may have a large audience and high visibility.

An influential creator may have a smaller audience but significant authority among a specific group of decision-makers.

For B2B marketing, the distinction matters.

A highly specialized creator might have fewer followers but reach exactly the professionals who make purchasing decisions.

That makes audience relevance an important consideration alongside audience size.

How Famous B2B Content Creators Build Their Audiences

Most successful B2B creators do not become recognized from a single piece of content.

Their influence typically develops over time.

They Choose a Clear Subject

Creators are easier to remember when audiences associate them with a particular topic.

For example, someone might become known primarily for:

• B2B marketing

• Sales

• AI

• Leadership

• SaaS

• Entrepreneurship

• Content strategy

They Develop a Recognizable Voice

A creator’s writing or presentation style can become part of their identity.

This may include:

• Humor

• Directness

• Storytelling

• Data-driven analysis

• Educational explanations

• Contrarian perspectives

• Practical frameworks

They Publish Consistently

Regular publishing gives audiences repeated opportunities to encounter the creator’s ideas.

They Share Experience

B2B audiences often value content that comes from actual professional experience.

A creator can build credibility by discussing what they have learned from:

• Projects

• Businesses

• Customers

• Experiments

• Careers

• Failures

• Successes

They Create Repeatable Formats

Some famous creators become associated with recurring content formats.

Examples include:

• Weekly newsletters

• Daily posts

• Interview series

• Research reports

• Short videos

• Industry breakdowns

• Recurring podcasts

Repeatable formats help audiences know what to expect.

The Most Common Content Formats Used by Famous B2B Creators

Famous B2B content creators rarely rely on only one format.

They may combine multiple channels.

LinkedIn Posts

Short professional posts remain a major format for B2B creators.

Newsletters

Newsletters provide a direct way to maintain an ongoing relationship with an audience.

Podcasts

Podcasts allow creators to explore topics in depth.

Video

Video provides opportunities for education, demonstration, storytelling, and personality.

Articles

Long-form articles allow creators to explore complicated subjects.

Reports

Research reports can strengthen authority by providing original information.

Webinars

Webinars combine education, interaction, and audience engagement.

Books

Books can turn a creator’s ideas into a substantial intellectual property asset.

Social Media Threads

Longer social posts can break complex ideas into a sequence of smaller points.

Famous B2B Content Creators and Personal Brands

One of the defining characteristics of modern B2B content creation is the growth of the individual professional brand.

Traditionally, businesses invested heavily in corporate branding.

Today, businesses increasingly recognize that audiences may connect more strongly with identifiable experts.

An individual creator can offer:

• A recognizable personality

• Consistent communication

• Specialized expertise

• Personal credibility

• Direct audience interaction

This does not eliminate the importance of corporate brands.

Instead, personal brands can complement them.

Famous B2B Creators and Thought Leadership

B2B thought leadership is often closely connected to creator marketing.

A creator becomes a thought leader when their ideas begin influencing conversations beyond their immediate audience.

This can happen when people:

• Reference their frameworks

• Share their content

• Discuss their ideas

• Invite them onto podcasts

• Quote their research

• Ask them to speak

• Build content around their concepts

Thought leadership therefore involves more than simply publishing frequently.

It requires ideas that people find useful enough to remember and discuss.

Famous B2B Content Creators and Brand Partnerships

Businesses can work with established creators in several ways.

Sponsored Content

A company may sponsor an article, video, newsletter, podcast episode, or social post.

Expert Collaborations

A creator may participate in:

• Webinars

• Panels

• Interviews

• Research projects

• Events

Content Partnerships

A business and creator may jointly develop a larger content asset.

Creator-Led Campaigns

A creator can become the central voice of a campaign aimed at a professional audience.

Product Education

Creators may demonstrate or explain how a product works.

Famous B2B Content Creators and Influencer Marketing

B2B influencer marketing differs from many forms of consumer influencer marketing.

The objective is often not immediate mass awareness.

Instead, businesses may use creators to reach:

• Decision-makers

• Industry specialists

• Executives

• Technical professionals

• Buyers

• Practitioners

The credibility of the creator can be as important as the size of the audience.

How Businesses Can Work With Famous B2B Content Creators

A business considering creator partnerships should first define its objective.

Possible goals include:

• Brand awareness

• Thought leadership

• Audience development

• Product education

• Industry credibility

• Lead generation

• Event promotion

• Research distribution

• Community building

The creator should then be evaluated according to the specific audience and objective.

A marketing creator may be useful for a marketing technology business.

A cybersecurity creator may be more relevant to a security company.

A finance creator may be appropriate for financial products.

The key is audience alignment.

What Makes B2B Creator Content Different From Corporate Content?

Corporate content often speaks from the perspective of an organization.

Creator content speaks through an individual.

That difference can affect:

• Tone

• Personality

• Format

• Storytelling

• Audience engagement

• Credibility

Creator content often feels more personal because audiences can associate the ideas with a recognizable person.

Famous B2B Content Creators and Authenticity

Authenticity has become an important part of creator culture.

B2B audiences are often exposed to large amounts of promotional content.

Creators can stand out by sharing:

• Personal experiences

• Original observations

• Specific examples

• Detailed explanations

• Honest lessons

• Strong opinions

• Practical frameworks

The creator’s personality becomes part of the content.

Famous B2B Content Creators and AI

Artificial intelligence is changing how B2B creators produce content.

AI can assist with:

• Brainstorming

• Research organization

• Drafting

• Editing

• Repurposing

• Transcription

• Summarization

• Content planning

However, recognizable creators often derive much of their value from original experience, perspective, judgment, and personality.

That makes human differentiation increasingly important.

When content becomes easier to produce, the value of distinctive ideas can increase.

Famous B2B Content Creators and Content Repurposing

Successful creators often turn one idea into multiple pieces of content.

For example, a podcast conversation could become:

• A long-form article

• Several short videos

• Social posts

• A newsletter

• A carousel

• A presentation

• A downloadable guide

This allows creators to distribute the same core idea across multiple channels.

Famous B2B Content Creators and Community Building

Content can be the starting point for a community.

Creators may develop communities through:

• Newsletters

• Events

• Private groups

• Webinars

• Podcasts

• Social media

• Online discussions

The creator becomes not just a publisher but a central participant in a professional network.

Famous B2B Content Creators by Platform

Different platforms attract different creator styles.

LinkedIn B2B Content Creators

Typically focus on professional insights, business education, leadership, marketing, sales, and industry commentary.

YouTube B2B Content Creators

Often produce tutorials, interviews, educational content, analysis, and long-form business programming.

Podcast B2B Content Creators

Focus on conversations, interviews, analysis, and storytelling.

Newsletter B2B Content Creators

Build direct relationships through recurring written communication.

Short-Form Video B2B Creators

Use concise educational or entertaining videos to explain business concepts quickly.

Famous B2B Content Creators by Audience

Another useful way to understand B2B creators is by audience.

Creators for Founders

Focus on entrepreneurship, strategy, leadership, fundraising, and growth.

Creators for Marketers

Focus on content, demand generation, brand, SEO, social media, and marketing strategy.

Creators for Sales Professionals

Focus on prospecting, selling, negotiation, revenue, and sales leadership.

Creators for Executives

Focus on leadership, strategy, transformation, technology, and management.

Creators for Technical Professionals

Focus on technical education, engineering, software, cybersecurity, AI, and infrastructure.

How to Become a Famous B2B Content Creator

For professionals interested in becoming recognized B2B creators, the process starts with expertise and positioning.

Choose a Specific Area

Instead of trying to talk about every aspect of business, establish a clear subject area.

Develop Original Ideas

Originality is a major differentiator.

Ideas can come from:

• Professional experience

• Research

• Customer conversations

• Experiments

• Industry trends

• Data

• Observations

Publish Consistently

Consistency helps build recognition.

Develop a Signature Format

A recurring format can make content easier to recognize and produce.

Build Around an Audience

Create content for a specific group rather than attempting to appeal to everyone.

Expand Across Formats

A strong idea can become a post, article, video, podcast, newsletter, or presentation.

Build Relationships

Creator influence grows through conversations, collaborations, communities, and professional relationships.

Famous B2B Content Creators vs. B2B Influencers

The terms are often used interchangeably, but there can be a subtle difference.

An influencer is generally defined by their ability to influence an audience.

A content creator is defined primarily by their ability to consistently produce content.

A famous B2B creator may therefore become an influencer as their audience and authority grow.

The two categories increasingly overlap.

Famous B2B Content Creators vs. Traditional Business Experts

Traditional experts may have substantial professional credibility without maintaining an active content presence.

Creators turn their expertise into a continuous stream of public content.

That creates a feedback loop:

Expertise → Content → Audience → Recognition → More Opportunities → More Expertise

This is one reason the creator model has become increasingly important in B2B marketing.

Why Famous B2B Content Creators Matter to Businesses

B2B purchasing decisions often involve significant research.

Buyers may spend time:

• Reading articles

• Watching videos

• Listening to podcasts

• Following experts

• Comparing solutions

• Asking peers

• Researching companies

• Studying industry trends

Creators can become part of that research process.

Their content can influence what buyers learn about, which problems they consider important, and which companies or solutions enter their awareness.

How Famous B2B Content Creators Influence Buying Decisions

Influence can happen at several stages.

Awareness

The creator introduces a topic or problem.

Education

The creator explains the issue.

Consideration

The creator discusses approaches and solutions.

Evaluation

The creator provides examples, frameworks, or product-related information.

Trust

Repeated exposure creates familiarity with the creator’s expertise.

The creator does not necessarily make the final purchasing decision.

Instead, they can influence the information environment surrounding the decision.

Building a B2B Content Strategy Around Creators

Businesses can incorporate creators into a broader content strategy.

A company might combine:

• Corporate content

• Executive content

• Employee advocacy

• Creator partnerships

• Customer stories

• Research

• Video

• Podcasts

• Social content

This creates multiple voices and channels around the same strategic themes.

Measuring B2B Creator Content

Creator performance can be measured using several categories.

Audience Metrics

• Followers

• Subscribers

• Reach

• Views

• Impressions

Engagement Metrics

• Comments

• Shares

• Saves

• Replies

• Watch time

• Newsletter engagement

Business Metrics

• Website traffic

• Leads

• Event registrations

• Content downloads

• Sales conversations

• Pipeline influence

Brand Metrics

• Awareness

• Recognition

• Share of conversation

• Association with specific topics

The appropriate metric depends on the objective.

The Future of Famous B2B Content Creators

The B2B creator economy is likely to continue expanding as businesses look for more human ways to communicate.

Several developments are shaping the category.

More Executive Creators

More business leaders are likely to publish directly to professional audiences.

More Niche Creators

Specialized creators can serve highly targeted professional communities.

More Video

Video allows B2B creators to communicate expertise through demonstrations, interviews, explanations, and storytelling.

More Creator-Led Companies

Some creators are building businesses around their audiences rather than treating content simply as a marketing activity.

More Creator Partnerships

Businesses are increasingly able to collaborate with individuals who already have relationships with their target audiences.

More AI-Assisted Creation

AI will make production faster while increasing the importance of original expertise and recognizable perspectives.

Frequently Asked Questions About Famous B2B Content Creators

What is a famous B2B content creator?

A famous B2B content creator is an individual who has developed significant recognition or influence by consistently producing content for business audiences.

What do famous B2B content creators talk about?

They may cover marketing, sales, technology, entrepreneurship, leadership, AI, finance, business strategy, product management, or specialized industry topics.

Where do famous B2B content creators publish?

Common channels include professional social media, newsletters, podcasts, video platforms, blogs, webinars, events, and books.

Do famous B2B content creators need huge audiences?

No. B2B influence can come from reaching a smaller but highly relevant audience of professionals and decision-makers.

How do B2B content creators become famous?

Creators generally build recognition through consistent publishing, specialized expertise, original ideas, strong communication, audience understanding, and sustained engagement.

Can businesses hire famous B2B content creators?

Yes. Businesses may collaborate with creators through sponsored content, partnerships, interviews, webinars, events, research, educational projects, and creator-led campaigns.

What is the difference between a B2B content creator and an influencer?

A content creator focuses on producing content, while an influencer is generally defined by their ability to affect an audience’s awareness, opinions, or behavior. Many successful B2B creators perform both roles.

Are famous B2B content creators useful for B2B marketing?

They can provide access to specialized audiences, professional credibility, original perspectives, and established content distribution channels.

Can a B2B creator become a personal brand?

Yes. A creator’s expertise, personality, publishing style, and point of view can become the foundation of a professional personal brand.

Celebrity Influencers for Brand Deals

Famous B2B content creators have become an important part of the modern business media landscape.

They are marketers, entrepreneurs, executives, consultants, educators, analysts, sales professionals, technology experts, writers, researchers, and industry specialists who have turned their expertise into recognizable content brands.

Some focus on LinkedIn.

Some build newsletters.

Some create podcasts.

Some produce video.

Some write books.

Others combine multiple formats into sophisticated personal media businesses.

What separates famous B2B content creators from ordinary content producers is not simply the amount of content they publish.

It is the combination of expertise, consistency, personality, audience understanding, original ideas, and distribution.

For businesses, the rise of the famous B2B content creator represents a major shift in how professional audiences discover information.

People are not simply following companies.

They are following people who explain industries, interpret trends, share experiences, teach skills, challenge assumptions, and provide useful perspectives.

That makes famous B2B content creators an increasingly important part of modern B2B marketing, thought leadership, personal branding, and business communications.

For organizations looking to reach professional audiences, understanding the different types of B2B creators—and the audiences, formats, and subjects they specialize in—is becoming just as important as understanding traditional media and marketing channels.