Home » Newsletters

Morning Brew Pioneers New Creator Model, Tapping Internal expertise For Podcasts

New York, NY – October 23, 2025 – Business news publisher Morning Brew is redefining content creation with the launch of “People Person,” a podcast spearheaded by Kate Noel, the company’s Senior Vice President of People Operations. This move signifies a departure from conventional media practices, where podcasts are typically hosted by journalists or established media personalities.

The new podcast, designed to complement the “HR Brew” franchise, delves into the complexities of modern human resources management. It’s not an isolated case; Morning Brew’s April 2024-launched “Per My Last Email,” a career advice podcast, is led by Kyle Hagge, Chief of Staff, and Kaila Lopez, Director of Consumer Revenue. Company President Devin Emery indicated that this strategy – leveraging internal expertise – is expanding across the organization.

The Rise Of The ‘Internal Creator’

Emery explained that future content initiatives, such as those tied to “Revenue Brew,” will similarly feature talent from the relevant internal teams, fostering a creator ecosystem within the company. This approach stands in contrast to the growing trend of journalists being encouraged to adopt influencer-style personas, as noted in recent industry reports. It’s a essential shift in who gets to be a content creator.

according to a 2024 TopRank Marketing survey, a significant 81% of Business-to-Business (B2B) marketers now allocate dedicated budgets for influencer marketing, with 53% anticipating budget increases and 9% planning to introduce programs in 2025. This demonstrates the increasing value placed on authentic voices within the B2B space.

Industry analyst Emmy Liederman, from eMarketer, highlights a crucial distinction: B2B audiences prioritize authenticity and credibility (58%) over sheer audience size, ranking it higher than industry relevance (49%), subject matter expertise (47%), and engagement (45%) in a recent April 2025 report. The emphasis is shifting from reach to establishing authority.

Why Internal Talent?

Morning Brew’s decision to prioritize in-house talent reflects a strategic advantage. Utilizing individuals already immersed in the complexities of the business world provides immediate context and perceived legitimacy. Josh Kaplan, founder of the B2B creator agency Smooth Media and a former Morning Brew employee, noted Noel’s “electric” presence and inherent recognizability, qualities that contribute to audience connection.

Characteristic Traditional Influencer Marketing Morning Brew’s approach (B2B)
Primary metric Engagement Rate Authenticity & Authority
Talent Source External Creators Internal Experts
Content Focus Broad Appeal Specific Industry Expertise

However, the company acknowledges potential challenges.Liederman raises valid concerns about compensation, employee comfort levels with participation, and the potential strain of added responsibilities. Morning Brew addresses these points by offering Noel a revenue share and emphasizing her voluntary participation, alongside providing a production team to support the show.

The Blurring Lines Between Profession and Personal brand

this initiative reflects a broader trend: the increasing entanglement of professional and personal online identities. The incident involving coldplay and the kiss cam, as reported in Adweek, underscores how quickly personal actions can become corporate concerns. Every social media post can be viewed as an act of influence, raising questions about future expectations for employees.

The rise of “corporate influencers,” like Deloitte’s Lara Sophie bothur, exemplifies this dynamic. Bothur actively promotes Deloitte’s brand through her personal social media channels, highlighting the potential for employees to become brand ambassadors.

Are we moving towards a future where employees are routinely expected to publicly champion their companies? The boundary between professional duties and personal branding is increasingly blurred. Is this a natural progression of the attention economy, or a concerning trend towards corporate control of individual expression?

The Evolving Landscape of B2B Content Marketing

The strategies employed by Morning Brew are indicative of a larger shift in B2B content marketing. Businesses are recognizing the power of authentic, expert-led content to build trust and drive engagement. This approach moves away from traditional, overtly promotional tactics towards providing genuine value to potential customers.

The focus on internal talent also offers cost-effectiveness and greater control over messaging. though, it requires careful consideration of employee well-being and a clear understanding of the potential risks associated with blurring the lines between personal and professional personas.

Frequently Asked Questions About Morning Brew’s New Creator Strategy

  1. What is Morning Brew’s new approach to podcast creation? Morning Brew is utilizing its internal staff, notably those with deep expertise in specific business areas, to host podcasts like “people Person” and “Per My Last Email.”
  2. Why is Morning Brew focusing on internal talent? the company believes that internal experts offer authenticity, credibility, and a natural understanding of the target audience.
  3. Is this a B2B marketing strategy? While not explicitly framed as marketing, these podcasts aim to capture attention and build brand awareness within the B2B space.
  4. What are the potential drawbacks of this approach? Concerns include employee workload, compensation, and the blurring lines between personal and professional roles.
  5. How critically important is authenticity in B2B marketing? Authenticity and credibility are now considered more important than audience size or engagement in B2B influencing, according to recent research.
  6. What are ‘corporate influencers’? Corporate influencers are employees who actively promote their company’s brand and values through their personal social media channels.
  7. What does the future hold for employee-led content creation? The trend suggests employees may increasingly be expected to act as public advocates for their organizations.

What are your thoughts on the increasing expectation for employees to become brand ambassadors? Share your opinion in the comments below!

How can a CFO’s risk assessment expertise translate into actionable advice for small business owners facing economic uncertainty?

Is Your CFO the Hidden Key to Your Next Viral Podcast?

Beyond the Balance Sheet: Why CFOs Make Excellent Podcast Alex Reeds

Most podcasters chasing that viral moment focus on charismatic entrepreneurs, industry thoght leaders, or captivating storytellers. But there’s a surprisingly powerful, often overlooked resource sitting within your organization: your Chief Financial Officer (CFO). A CFO isn’t just about numbers; they’re strategic thinkers, risk assessors, and possess a unique perspective on business realities. this makes them ideal guests for a compelling and insightful podcast. Think business podcasts, finance podcasts, and leadership podcasts – your CFO can elevate your content.

The Untapped Potential: What CFOs Bring to the Mic

Why are CFOs such valuable podcast assets? It goes beyond simply discussing financial planning. Here’s a breakdown:

* Strategic Insight: CFOs are deeply involved in long-term planning and decision-making. They can offer listeners a behind-the-scenes look at how businesses navigate challenges and capitalize on opportunities.

* Data-Driven Storytelling: They’re masters of translating complex data into understandable narratives. This skill translates perfectly to podcasting, making even dry topics engaging.

* Risk Management Expertise: In today’s volatile business landscape, understanding risk is crucial. A CFO can provide valuable insights into identifying, assessing, and mitigating potential threats. This is particularly relevant for business risk management focused episodes.

* Operational Efficiency: CFOs are constantly looking for ways to improve efficiency and reduce costs. Their insights can be incredibly valuable for entrepreneurs and business owners.

* Investor Relations Perspective: For podcasts targeting investors or those seeking funding, a CFO’s perspective on investor confidence and financial due diligence is invaluable.

Podcast Topics That shine with a CFO’s Input

Don’t limit your thinking! Here are some podcast episode ideas where a CFO can truly shine:

  1. The Future of Finance: discuss emerging trends like blockchain technology, AI in finance, and digital transformation from a practical, implementation-focused perspective.
  2. Navigating Economic Uncertainty: How businesses are preparing for (and responding to) inflation, recession fears, and supply chain disruptions. This taps into current economic news and listener anxieties.
  3. Funding Your Growth: A deep dive into different funding options – venture capital, private equity, debt financing – and how to choose the right path. Focus on startup funding or small business loans.
  4. Building a lasting Financial model: Beyond profitability, how to build a business that’s financially resilient and prepared for long-term success. This aligns with ESG investing and sustainable business practices.
  5. The CFO’s Role in Innovation: how finance leaders are supporting and enabling innovation within their organizations.
  6. Mergers & Acquisitions: A CFO’s perspective: The financial complexities and strategic considerations involved in M&A deals.

Benefits of Featuring a CFO on Your Podcast

Beyond content quality, inviting a CFO offers tangible benefits:

* Increased Credibility: Having a seasoned financial professional on your show instantly boosts your podcast’s credibility.

* Wider Audience reach: Attract listeners interested in business finance, financial analysis, and corporate strategy.

* Networking Opportunities: Connect with potential investors, partners, and sponsors.

* Thought Leadership Positioning: Establish your podcast as a go-to resource for insightful business commentary.

* SEO Boost: Targeting keywords like CFO interview, financial podcast, and business strategy podcast can substantially improve your search engine rankings.

Practical Tips for a Accomplished CFO Podcast Interview

Making the most of your CFO’s expertise requires readiness:

* pre-Interview Briefing: Discuss the target audience and desired key takeaways.

* Focus on Storytelling: Encourage the CFO to share real-world examples and anecdotes. Avoid overly technical jargon.

* Ask Open-ended Questions: Prompt thoughtful responses rather than simple “yes” or “no” answers.

* Prepare for Follow-Up Questions: Be ready to delve deeper into specific topics.

* Promote the Episode Strategically: Leverage social media and email marketing to reach a wider audience. Target LinkedIn for professional reach.

Real-World Example: Shopify’s CFO on Business Strategy

While not a direct podcast appearance, Shopify’s CFO, Amy Shapero, frequently participates in investor calls and public presentations where she articulates the company’s financial strategy. These interactions are widely covered in financial news outlets and demonstrate the power of a CFO’s voice in shaping public perception and investor confidence. This illustrates how a finance leader can become a key communicator for a brand.

Overcoming Potential Hurdles: Addressing CFO Concerns

Some CFOs may be hesitant to participate in a podcast. Common concerns include:

* Confidentiality: Assure them that sensitive data will not be disclosed.

* Time commitment: Respect their busy schedules and keep the interview concise and focused.

* Public Speaking Anxiety: Provide a cozy and supportive interview environment.

* Regulatory Compliance: Ensure all discussions comply with relevant financial regulations.

By addressing these concerns and highlighting the benefits, you can unlock a valuable source of podcast content and elevate your show to new heights.

0 comments
0 FacebookTwitterPinterestEmail

Here’s a breakdown of the key data from the provided HTML source code:

1. Title & Meta Description:

* Title: For Substack,The Free press’ Sale Is a Tenuous victory
* Description (from og:description – which isn’t explicitly shown but is common): When the news broke Monday that Paramount Skydance had acquired The Free Press for $150 million,Substack cofounders Hamish McKenzie and Chris Best took to a livestream to celebrate.

2. URL & Canonical Link:

* URL: https://www.adweek.com/media/substack-free-press-paramount-cbs-sale-tenuous-victory-onbackground/

* Canonical URL: https://www.adweek.com/media/substack-free-press-paramount-cbs-sale-tenuous-victory-onbackground/ (This is the preferred URL for search engines.)

3. Date Published:

* Published Date: 2025-10-08T19:19:50-04:00 (October 8, 2025, at 7:19:50 PM EDT)

4. Image:

* Image URL: https://static-www.adweek.com/wp-content/uploads/2025/10/substack-free-press-victory-2025.jpg?w=600&h=315&crop=1

5. Keywords & Tags:

* Keywords: (empty string – “”)
* Tags: premium, Technology, digital-magazine, general, media-news, networks, newsletters, platforms, publishing, technology, media

6. Social Media Meta tags (Open Graph – og:):

* og:title: For Substack, The Free Press’ Sale is a Tenuous Victory
* og:url: https://www.adweek.com/media/substack-free-press-paramount-cbs-sale-tenuous-victory-onbackground/

* og:type: article
* og:image: https://static-www.adweek.com/wp-content/uploads/2025/10/substack-free-press-victory-2025.jpg?w=600&h=315&crop=1

7. facebook Specific Meta Tags:

* fb:admins: 34404791,617231194
* fb:pages: 126756847074
* fb:app_id: 329778260413541

8. Article Structure:

* The HTML suggests this is a standard blog post/article.
* It’s part of the “Adweek” website.
* It’s categorized under Digital Magazine, General, Media News, Networks, Newsletters, Platforms, Publishing, and Technology.

9. Article author:

* Mark stenberg.

In essence, this code represents the metadata for an Adweek article discussing the sale of The Free Press and its implications for Substack. The article was published on October 8, 2025. It talks about how while the sale is a financial win for Substack’s incubator-like role, it doesn’t directly benefit their core business model because they don’t have equity in publications like The Free Press.

How does the distinction between a content writer and a virtual assistant impact the long-term sustainability of a Substack publication?

For Substack, The Free Press’ Sale Marks Tenuous Victory: content Writer vs. Virtual Assistant

The Shifting Landscape of Autonomous Publishing

The recent sale of The Free Press to Semafor signals a complex moment for Substack and the broader independent publishing ecosystem. While presented as a win, the acquisition highlights the inherent challenges in scaling subscription-based newsletters and the evolving roles within these operations – specifically, the crucial distinction between a content writer and a virtual assistant. This isn’t simply about job titles; it’s about the core value proposition of platforms like substack and the sustainability of quality journalism. The sale underscores the need for clear understanding of freelance writing rates, content creation strategy, and the importance of dedicated editorial support.

Understanding the Core Roles: Content Writer vs. Virtual Assistant

Many independent Substack publications begin as one-person operations. However, growth necessitates delegation. This is were confusion often arises. Let’s break down the key differences:

* Content Writer: Focuses on original reporting, insightful analysis, compelling storytelling, and crafting engaging long-form content. They are the voice of the publication, responsible for attracting and retaining subscribers through the quality of their writing. Skills include:

* Research & Interviewing

* SEO writing & Keyword Research

* Copywriting & Content Marketing

* Article Writing & Editing

* Virtual Assistant: Provides administrative,technical,and logistical support. their tasks include:

* Social Media Management

* Email Newsletter Setup & Management

* Basic Website Maintenance

* Scheduling & Calendar Management

* Customer Service & Subscriber Management

The Free Press sale arguably demonstrates a situation where scaling relied too heavily on administrative efficiencies rather than bolstering the core content creation capabilities.A strong editorial calendar and consistent,high-quality newsletters are paramount.

The Free Press Case: A Cautionary Tale

The Free Press, founded by Emily Oster, achieved important success by offering data-driven analysis and challenging conventional wisdom. However, scaling beyond a certain point required substantial investment in infrastructure and, crucially, more writers. The sale to Semafor, while financially beneficial to Oster and investors, suggests that sustaining that level of growth solely through subscription revenue proved tough.

This isn’t a failure of the Substack model itself, but a reminder that content is king. A robust content strategy needs to be prioritized. Relying heavily on a VA to manage the periphery while neglecting the core writing team can lead to stagnation and, ultimately, a need for external investment or acquisition. The focus shifted from in-depth reporting to managing the business,a common pitfall for successful independent creators.

The Impact on Substack’s ecosystem

this acquisition has ripple effects across Substack. It reinforces the following points:

* Revenue Diversification: Sole reliance on subscriptions is risky. Exploring options like sponsorships, advertising (where appropriate), and premium content tiers is crucial.

* The Value of Editorial Teams: Even small publications benefit from having dedicated editors to ensure quality control, fact-checking, and stylistic consistency.

* Sustainable Growth Requires Investment in Writers: Paying competitive freelance rates and fostering a supportive environment for writers is essential for attracting and retaining talent.

* Content Marketing is Key: Simply publishing great content isn’t enough. Effective content promotion and social media marketing are vital for reaching a wider audience.

Benefits of a Clear role Definition

Clearly defining the roles of content writers and virtual assistants offers several advantages:

* Increased efficiency: Each person focuses on their core competencies, maximizing productivity.

* Improved Content Quality: Writers have the time and space to produce high-quality work.

* Stronger Brand Identity: A consistent voice and style build trust with readers.

* Scalability: A well-defined team structure allows for easier expansion.

* Better Resource Allocation: Budgeting is more effective when you know exactly what each role requires.

Practical Tips for Substack Publishers

Hear are actionable steps to ensure your Substack publication thrives:

  1. Prioritize Content: Allocate the majority of your budget to writers and editors.
  2. Develop a Content Calendar: Plan your content in advance to ensure consistency.
  3. Invest in SEO: Optimize your articles for search engines to attract new readers. Utilize SEO tools for keyword analysis.
  4. Outsource Strategically: Delegate administrative tasks to a VA, freeing up your time to focus on content.
  5. Track Your Metrics: Monitor your subscriber growth, engagement rates, and revenue to identify areas for enhancement.
  6. Network with Other Creators: Learn from the successes and failures of others in the Substack community.

Real-World Example: The Defiant

Glenn Greenwald’s System Update (now The Defiant) on Substack provides a contrasting example. While Greenwald is the primary voice, he has built a team that includes researchers, editors, and production staff. This investment in editorial support has allowed him to maintain a high level of output and maintain a strong subscriber base. This demonstrates the power of prioritizing content quality and building a sustainable team

0 comments
0 FacebookTwitterPinterestEmail
Newer Posts

Adblock Detected

Please support us by disabling your AdBlocker extension from your browsers for our website.