The 4 Types of Knowledge Creators That Drive Influence

I’ve noticed that most advice aimed at creators treats the category as if there were just one type of creator—typically a lifestyle or entertainment content creator. But knowledge creators are emerging as another category of content creators, with an entirely different way of driving influence. Instead of reach, influence is driven by credibility.

As I’ve gone deeper down the rabbit hole of knowledge content creation, I’ve found four categories of knowledge creators: entrepreneurial journalists/creator-journalists, New Media creators, B2B creators, and creator-educators. 

Knowing which lane you’re in changes the platforms you build on, how you make money, and what success looks like. 

In today’s issue, I’m breaking down the four main archetypes of knowledge creators and how they drive influence. 

What it is

Entrepreneurial journalists, or creator-journalists, are creator-led storytellers who reach audiences directly, blending reporting, education, and cultural interpretation into a long-form platform. The content is the entire product. You own the platform and the narrative, and the business model exists to protect that ownership.

Some examples of entrepreneurial journalists include Stratechery (Ben Thompson), New Things (Joanna Stern), Feed Me (Emily Sundberg), and After School (Casey Lewis).

Platform(s)

In terms of platform, entrepreneurial journalists own and host their platform outright, typically on a writing-forward platform like Substack, beehiiv, Ghost, or their own website. However, we have seen newer independent journalism projects adopt a more audiovisual approach, turning to podcasts or YouTube channels as their main platforms. 

Distribution

For entrepreneurial journalists, distribution is almost entirely earned rather than algorithmic. Platform growth comes from being cited by other outlets and analysts, recommended by other newsletters, and referenced on podcasts. 

Email and RSS are the actual distribution mechanism, meaning there's no platform standing between the journalist and their audience. However, this does mean slower initial growth, but you’re not dealing with algorithm and platform changes of rented social platforms. That being said, the biggest risk to this kind of project is total dependence on your own reach, since there is no platform to blame or lean on. 

One thing to note is that if a journalist has amassed an audience through an in-house role at a media outlet, they have a built-in audience when they go independent, which can accelerate platform growth. 

How it builds influence

Influence is built through reference, where your ideas are cited and reused. The goal of this kind of project is to build a body of work that positions you as an authority in your field and makes you the go-to source on your subject. 

Monetization

In terms of monetization, most independent journalism projects rely on direct reader subscription. However, more have leaned into emerging revenue streams like brand sponsorships, ads, and even events to support their projects. 

Who this is best for

You might be best suited for an entrepreneurial journalism project if you are a former journalist or someone with a journalistic background and are ready to build an independent platform of your own. 

Starting an entrepreneurial journalistic endeavor takes considerable effort, as you need a specific beat and point of view mapped out before you begin. If you are starting with little recognition or trust, it could take months to prove yourself before you earn anything. 

What it is

New Media is an emerging field originating in Silicon Valley, specifically for B2B brands. Coined by Andreessen Horowitz (a16z), New Media is characterized by its owned distribution as a competitive moat, built on creator talent and operated at publishing cadence. 

It sits at the intersection of a small, sophisticated audience of decision-makers, a format borrowed from consumer or creator media, and a function that earns a real position in the industry's conversation. This differs from B2B content marketing in that the content tends to skew more toward editorial and thought leadership rather than being product-focused. 

a16z's playbook is Launch-as-a-Service, a coordinated burst of video, social cuts, essays, and founder posts around a business milestone, plus embedding media talent inside portfolio companies. The founder becomes the channel. The return shows up as brand equity and inbound opportunity, not subscriber revenue.

Platform(s) 

New Media is typically operated through company-owned channels, with the founder or other SMEs at the company serving as visible faces of the company. This is different from founder-led media, which lives primarily on a founder’s personal account. 

Distribution

For New Media, distribution is borrowed and synchronized. The company already has a built-in audience through customers, investors, and employees; New Media's job is to activate it. Distribution is a coordinated effort across owned media channels, including video, social, essays, and founder content. 

How it builds influence

New Media functions as a tool to build brand equity and inbound opportunity rather than product authority. The goal of New Media is to make the company impossible to ignore in the conversations that matter to its business and industry. The content isn't trying to be liked or even widely seen outside that specific audience. It's trying to be the thing that makes someone already inclined to work with or invest in the company feel like they know it before the first conversation.

Monetization

New Media is intended to create a content loop rooted in the brand’s proprietary IP that converts into deal flow and attention from the people who matter to the business, such as stakeholders and investors. 

Who this is best for

New Media is for B2B startups, founders, and brands looking to increase their brand authority and become leaders in their space. 

While the effort to start is low because you already have the platform and audience, it takes effort to sustain, since it requires a real production team. Additionally, your brand needs a foundation to develop proprietary IP, meaning it needs a strong understanding of who it is, what it does, its ICP, and its stance in the market (it also helps if it's generating original research too).

What it is

B2B creators are professionals producing educational, industry-specific content aimed at business decision-makers: C-suite execs, VPs, directors. Unlike lifestyle creators, B2B creators partner with B2B brands, typically SaaS companies, and monetize through services layered on top of their personal platforms.

Some examples of B2B creators are Kaleigh Moore, Corporate Natalie, and Dave Gerhardt. 

Platform(s)

B2B creators create content primarily on LinkedIn or X, then long-form platforms like podcasts, newsletters, or YouTube.

Distribution

B2B content distribution is native to the platform's social mechanics. Guest appearances on other people's podcasts and being tagged into industry conversations do a lot of the compounding work over time. This is also the category most dependent on other people's distribution; being mentioned by peers and showing up in roundups like the ones ranking B2B influencers matters more here than in any other archetype, because the audience itself is the referral network.

How it builds influence

B2B creators build influence through reception first, then revenue. The content has to land with a narrow audience before it ever becomes a paying engagement. For B2B creators, the goal is to be recognized as the person who already understands a B2B buyer's actual problem. The content is doing pre-sales work, so it has to demonstrate real operating knowledge rather than general advice.

Monetization

B2B creators primarily monetize through brand partnerships, community memberships, consulting, courses, and speaking engagements. Much of their organic content is free, but audiences can opt in for more in-depth, exclusive, paid content. 

Who this is best for

B2B creators are typically in-house employees, consultants, or entrepreneurs with a specific area of expertise aligned with B2B brands. The barrier to entry to being a B2B creator is low, but it does demand a long runway of consistent output before it converts to revenue, as you have to establish yourself in your space. 

What it is

Creator-educators are experts who share knowledge online, turning complex topics into engaging lessons. This is the broadest and most common of the four categories. Many creator-educators have made this a full-time revenue stream, while others keep it as a secondary income alongside a day job.

Some examples of creator-educators include Ali Abdaal, Justin Moore, and Tiago Forte.

Platform(s)

For many creator-educators, YouTube is their primary platform. Many expand once their business grows large enough to include a community or additional content formats, such as a newsletter or podcast. 

Distribution 

Most distribution for creator-educators is search- and suggestion-driven. For example, search-driven algorithms surface old content to new viewers indefinitely, so a tutorial from years ago can continue to find viewers without any additional promotion. 

Growth also comes from the audience sharing what they learned, creator collaborations that cross-pollinate audiences, and eventually paid acquisition once a course or membership has proven it converts. This is the only category here where distribution is genuinely evergreen instead of momentary, and it's also why the effort tends to front-load: the same video can compound for years, but only after it exists and gets picked up.

How it builds influence

Creator-educators build influence through reach, then revenue. Volume and algorithmic distribution matter more here than anywhere else, which is also why this category is most vulnerable to burnout.

The goal of this kind of content is to teach someone something they couldn't do before, and to have that transformation be memorable enough that they come back for the next thing you teach. The win condition is genuine skill transfer, since that's what earns the trust that eventually converts into a paying course or membership.

Monetization

Creator-educators can monetize in several ways. Many start with the YouTube Partner Program (which requires a certain number of subscribers, watch hours, or views to qualify) and with brand partnerships. Many expand their offerings to include courses, membership communities, books, and digital products.

Who this is best for

This is best for practitioners, business owners, and academics who create content around their area of expertise. This can be related to a credentialed background or a subject area that you’ve become an expert through experience. 

It’s worth noting that the goal of this kind of content is to build an audience and authority in an area of expertise, not to market your business (though this happens indirectly as you become more credible). 

Becoming a creator-educator requires a moderate to high level of effort to start. You have to start with free content, creating a consistent body of work over time to find a hook worth productizing.

Many knowledge creators identify with several of these archetypes. But, if you’re looking to start your knowledge content creation journey, the type you lean into depends on: 

The answers to these will change the type of platform you want to build and the playbook you use to grow it. There’s no right or wrong answer; it depends on what kind of knowledge creator and opportunities you want. 

Not sure where to start? Email or DM me to chat about what’s right for you.