👋🏽 Doors Opening

Hey! Welcome to Creator Economy NYC — the premier place for all things creator economy in the Big Apple.

And a special welcome to the 1K+ SXSW folks joining us for the first time!

Austin was absolutely electric this year. Our Creatorpalooza event pulled in over 1,200 RSVPs (!!), and our B2B creators panel hit capacity with standing room only. But it’s great to be back in NYC

tldr; the creator economy showed up in full force at one of the world’s largest conferences.

I'll be unpacking the best insights from our panel below, but first - early bird tickets for our upcoming creator conference just dropped! 

Apply here → 

Now, let’s dive in.

 📢 Brought to you by Teachable

Join the new wave of creators

B2B creators earn 2x more. Teachable's data shows creators targeting professionals are twice as likely to hit $10K+ monthly.

Get the blueprint to do it yourself: Join Teachable's 3-part webinar to position your expertise, create premium products, and build systems that scale.

Your knowledge is valuable. Other professionals will pay for it.

✍️ Spotlight

B2B creators: the dark horse of the creator economy

"B2B creators are twice as likely to make $10,000+ monthly than their B2C counterparts."

That stat alone had the room leaned in at our SXSW panel. While lots of the creator economy has been focused on dancing trends and makeup tutorials, there's a quieter revolution happening in the creator economy — and it's where the real money is being made.

With an incredible panel featuring AJ Eckstein (Creator Match), Chris Do (The Futur), and Olivia Owens (Teachable), we uncovered why B2B creators are the dark horse that smart marketers and aspiring creators shouldn't ignore in 2025.

The room was literally overflowing. That alone speaks volumes about where the creator economy is heading in 2025.

So…what even IS a B2B creator?

Before diving deep, we aligned on what "B2B creator" actually means.

The consensus?

As AJ put it: "It's anybody who has an audience of professionals." These professionals could be buying for themselves or on behalf of their companies.

But here's what makes this space unique: Most B2B creators didn't start creating content to make money.

They started sharing their professional expertise simply because they were passionate about their field — the accountant sharing tax tips, the cybersecurity expert explaining data protection.

They built audiences based on authority, not entertainment.

The state of B2B creation (by the numbers)

Olivia shared some eye-opening stats from Teachable's recent survey of 1,200+ creators:

• B2B creators report more predictable income than other creator types

• They're more likely to charge $500+ for their products and services

• They're twice as likely to make $10,000+ monthly

• They achieve this with smaller but more intentional audiences

Why B2B creators are winning (and what we can learn)

1. Monetization pathways are more natural

When you're sharing expertise, the leap from "here's helpful advice" to "here's my paid solution" feels like a logical progression, not a jarring shift.

Chris shared that his first typography course, initially priced at $69, has since increased to $250, and generated over $1 million in lifetime sales.

His knowledge translated naturally into products his audience wanted.

2. They're not dependent on platform algorithms

As we discussed, being a "single platform creator" is risky. B2B creators tend to diversify their revenue streams beyond platform monetization:

• Courses and educational products

• Group coaching and consulting

• Speaking engagements

• Newsletters and communities

• Book deals (Chris mentioned publishers are now approaching him)

3. Smaller, more intentional audiences = higher value

AJ explained the "expertise arbitrage" perfectly:

"Imagine you have 2,500 followers on LinkedIn, and you only talk to people in IT, and you are a top voice in cybersecurity. That's extremely high value... Those 2,500 eyeballs are way higher value.

The F*ck It, Create It framework for B2B content

The panel unanimously agreed: the biggest risk isn't AI or platform changes — it's waiting too long to begin.

As Chris put it: "The biggest threat is you not doing it period. The opportunity exists for a period of time, then it's over."

This perfectly aligns with the "F*ck It, Create It" philosophy that we often talk about, and it resonated with everyone on the panel. For those considering diving into B2B creation, here's how to apply it:

1. Start with what you already know

AJ suggested: "Document over creating." Instead of trying to invent content, simply document your work, experiences, and insights.

Chris outlined three creator archetypes you can embody:

• The Analyst: Explaining and contextualizing industry topics

• The Champion: Bringing world-class expertise and authority

• The Color Commentator: Adding personality and a unique perspective

2. Meet your audience where they are

For B2B creators, LinkedIn emerged as the platform of choice, but the key is focusing where your specific audience lives.

As AJ said, "Mr. Beast didn't say 'I want to be the biggest creator in the world' — he said 'I want to be the biggest YouTuber in the world.' Once he hit critical mass, then he became the biggest across all platforms."

3. Build beyond the platforms

Olivia emphasized that sustainable creators don't rely solely on social platforms: "You don't own your audience there."

The goal should be building email lists, communities, and direct relationships that algorithms can't take away.

Your next steps (no more sidelines!)

If there's one thing I want you to take away, it's this: The time to start creating B2B content is now.

As Chris said: "Turn off the marketer hat... When you create content purely out of your generosity, to give to others with zero expectations, something magical happens."

For practical first steps:

1. Document one insight from your professional experience this week

2. Share it on the platform where your target already exists

3. Focus on providing value, not immediate monetization

4. Tag me when you post it — I'd love to support you!

P.S. You can watch our full panel recording at the link below. It's packed with even more tactical insights that wouldn't fit in this newsletter!

 🤝 CONNECT CONFERENCE

Early bird tix are now available!

Early bird tickets for our upcoming conference are officially live!

As part of our community, you get first access to apply for EARLY BIRD TICKETS at our special pricing of $147 ($100 off the regular price).

Here’s what to expect on May 10th:

A full day of building connections and shaping the future of the creator economy with a host of other creators, entrepreneurs, and innovators.

Space is limited – and these early bird spots will go quickly.

P.S. If you’re interested in speaking (at the conference or any CENYC event), fill out this form. And if you’re a brand that wants to get involved, email me here.

 🎪 Event Happenings

Upcoming Events

Mark your calendars for April 15th — we're bringing the creator energy back to NYC.

Space will be limited, so get on the list early for priority access.

More details coming in future newsletters, but you definitely don't want to miss this one.

📚 Resources

2 FREE resources to accelerate your creator growth

I recently shared with you two free resources to help supercharge your creator journey in 2025. If ya missed it, you can download both right here:

The Creator Goal Setting Guide: A simple but powerful document to help you declare who you want to BECOME in 2025.

The Creator Accountability System: Your visual companion for consistent creation in 2025 (I’m using this now to send one newsletter a week!)

✌🏽 Stand Clear of the Closing Doors Please

Thanks so much for reading! Let me know what you thought by replying back to this email.

See you next week,

Brett