The challenge
Thought leadership is a proven marketing strategy, but 85% of business decision-makers say most thought leadership they encounter just isn't compelling.
The insight
People want to learn from people, not brands. Business decision-makers trust thought leadership from experts speaking from lived experience, not corporate talking points.
The strategy
Postworthy draws on The Washington Post's editorial credibility to source credentialed subject matter experts from within a brand's target audience. It's how we create trusted and compelling thought leadership with first-person authority. WP Creative Group works closely with each creator, producing social-first branded video published on social channels and The Washington Post.
Postworthy Partnerships
Indeed
Former AI Architect at NYU Stern School of Business and SHRM board member Conor Grennan delivered Indeed's HiringLab research directly to the business and HR decision-makers who live on LinkedIn, helping reposition Indeed as a trusted source of workforce data and intelligence, not just a job site.
96% of viewers said they were more likely to consider Indeed as a recruiting resource after watching.
AWS
PepsiCo's former Head of Influencer Marketing, Christina Westley, joined Amazon principal engineer Nikhil Nanivadekar to unpack how agentic AI is taking marketing beyond automation. Using the metaphor of baking bread, they demonstrated how AI can create assets, optimize on the fly and give marketers the gift of time.
4.4M YouTube views. The highest-performing video in WP Studios' history.
AT&T Business
LinkedIn Top Voice in Tech Tiffany Janzen produced a video explainer for AT&T Business, delivering technical credibility directly to the professional audience AT&T most needed to reach.
9-point lift in brand trust.
Performance
Postworthy has become WP Creative Group's signature social offering, generating a steady multimillion-dollar revenue stream.
