Your buyer isn't moving down a funnel. They're meeting your brand through a customer's recommendation, a creator's video, a podcast, and an event, usually before they ever hit your website. On this episode of hi Interest, Marnie Robbins and Coreyne Woodman-Holoubek make the case for replacing the funnel with an interest media hub: a planned web of channels and voices built around the buyer, not around one central message.

They get specific. Coreyne explains how one unpaid reseller on TikTok did what Vinted's paid ads couldn't. Marnie walks through how she found, chose, and is now re-evaluating an ICHRA platform through multiple channels. From there: why your corporate account is a repository, not a megaphone; how customer, employee, partner, and creator-generated content each play a role; why one campaign graphic pushed to every channel falls flat; and what brands miss before, during, and after a conference.

The episode closes with seven practical steps to creating an interest media hub.

hi Interest is a podcast from partner.hi, the people-powered content strategy partner for Workforce Tech companies, hosted by co-founders Coreyne Woodman-Holoubek and Marnie Robbins. Send us your questions!

• The B2B buyer journey is no longer a funnel: buyers move between customers, peers, creators, podcasts, communities, and events, often before they visit a vendor's website.
• An interest media hub puts the buyer at the center and asks what they want to hear on each channel, in each format, and from whose point of view.
• A brand controls the theme of its message, not the whole message; credibility comes from customers, employees, partners, and independent creators saying it in their own words.
• A company's corporate account works best as the source of truth buyers use to validate, not the main place they discover the brand.
• The biggest miss at conferences is the content after the event: capture short video, unique photos, and quick live streams, then share them well beyond the people in the room.

What is an interest media hub? A planned network of channels and voices built around the buyer instead of around a single brand message. Each channel has a role, and customers, employees, partners, and creators carry the message in their own words.

Why doesn't the B2B marketing funnel work anymore? Attention is shorter, feeds are crowded with AI-generated content, and buyers have far more places to look. McKinsey's B2B Pulse finds buyers now use ten or more channels when dealing with suppliers.

Who should create content for a B2B brand? Not just executives and sales. Customers, employees, partners, and independent creators all build credibility, and AI search picks up what they say about you.

Should a brand use the same campaign graphic on every channel? No. Define the core conversation you want to own, then tailor the message to each voice and each channel. A graphic made for LinkedIn rarely works on TikTok or Instagram.

How should a brand create content at a conference? Focus on unique photos, short video, and quick live streams from your phone, then keep distributing after the event. Most brands stop when the booth comes down.

LinkedIn is the obvious starting point for Workforce Tech, but it's no longer enough. In this episode, Coreyne and Marnie break down their six-platform framework, plus one experimental pick, for where B2B brands in HR tech, benefits, and SI advisory should actually publish, and what belongs on each.

They cover LinkedIn's role as the long-tail credibility engine, Instagram as the people-behind-the-brand platform, YouTube as your reusable video library, TikTok as the master of the interest-media algorithm and the best bet for low-budget brands, Substack for editorial depth, and Spotify as a genuine relationship platform, not just audio. The wildcard: Snapchat, test it informally.

They close with 2027 predictions: TikTok lives for HR tech, and recurring brand series where executives become the heroes.

hi Interest is a podcast from partner.hi, the people-powered content strategy partner for Workforce Tech companies, hosted by co-founders Coreyne Woodman-Holoubek and Marnie Robbins.

Where are you placing your bets for 2027? Let them know in the comments.