Does the CEO have to be the face of the brand?

OR:

Can it be another individual within the company?

If you follow most of the "marketing-fluencers" on here... they'll probably have you believe that it has to be CEO.

And that if it's not the CEO - your content will FLOP and won't "resonate as much"

But... here's the reality:

❌ Not every CEO can dedicate their time to creating content for LinkedIn (insert other channels) like Chris Walker can.

❌ Not every CEO has that DEEP level of industry expertise to allow them to create content that will *actually resonate* with their audience.

❌ Not every CEO is a great natural content creator (whether that be written/video etc.) yes 'content creation' is a skill and CAN be learned BUT talent is also a thing and there are some really talented creators out there.

---

Jorge L Soto is a PERFECT example of a non-CEO "brand face"

Since joining Reprise as Head of Content & Community he's helped them build their brand... from pretty much scratch.

Creating FOUR different content series':

✅ Demo Diaries Podcast

✅ The Product-Led Revenue Show

✅ Executive Talks on LinkedIn

✅ Reprise Revenue Leadership

+ a whole bunch of other content assets.

That have collectively helped Reprise build a really strong audience base and drive significant pipeline.

For me, Jorge is someone that acts as a great reminder that:

⭐️ You can still build a really strong brand *even when* your CEO isn't front and centre stage.

---

In my latest episode of 'How We Make Content' I chatted with him/Jorge about how he's executed this brand/content model...

And his thoughts about the "media company" model that's being talked about a lot at the minute on LinkedIn.

Honestly - this was my favourite conversation on the podcast to date.

*Super actionable and straight to the point.

If you're a content marketer trying to figure out this "brand marketing" and "media company" thingy.

Give it a listen :)