We're back with another creator builder chat! This week I sat down with Kaleigh Moore, a B2B creator and the writer behind the Context Window newsletter.

After nearly 12 years running a B2B content agency and freelancing as a writer, Kaleigh is now learning how to be a creator out loud, in public, in real time. And she's been refreshingly honest about the parts of creator life that usually get edited out: negotiating brand deals, figuring out what to charge, dealing with lumpy income (and very un-lumpy expenses), and deciding when it's actually time to hire help.

She's 6+ months into her pivot experiment and still figuring out what to call herself and what this business will become (which, same, honestly all of us).

We got into getting uncomfortably specific about your niche, pitching the tools you already use and love, turning LinkedIn into an inbound machine, and climbing cringe mountain.

-Taylor

Pretty much everyone in the content world (myself included!) have been on a wild ride for the past few years, especially freelancers and service providers.

“AI happened, and as a content writer and agency owner, the demand just kind of fell off a cliff,” she said.

That forced Kaleigh to make a decision about her business. She already had a newsletter, a sizable Twitter following, and years of experience thinking about content, software, and audience-building. She also began studying AI visibility and how search systems and large language models decide which people, brands, and ideas to surface.

And she spotted a connection between the two. B2B companies need to show up in AI-generated answers, and creators can be the trusted, third-party voices those systems are looking for. So she gave herself 12 months to test the idea.

“I just kind of made the leap and was like, let me explore this a little bit and see how it goes,” she said.

She'll be the first to tell you the early days have been messy. So much creator advice is a black box, so she's been figuring out pricing through trial and error, asking other B2B creators what they charge, and making peace with the fact that some opportunities just won't pan out.

“It feels like searching in the dark with your hands,” she said. “Kind of feeling it out and trying to make sense of it all.”

Okay, I know "niche down" is advice you've heard roughly one million times. But Kaleigh has a slightly different (and way more useful) reason for doing it, one that has less to do with growth hacks and more to do with how people, brands, and now AI figure out who you are.

When creators struggle to attract the right opportunities/brand deals, etc, it’s tempting to want to broaden their appeal. Kaleigh has found the opposite approach more useful.

“Get very, very uncomfortably specific about your niche,” she said. “I think the more niche, the better.”

Being specific makes you memorable. It also gives brands a much clearer reason to hire you. Sure, the creator who talks about everything has a bigger potential audience on paper, but the creator known for solving one specific problem is the one who gets the email.

Kaleigh also sees a link between niche positioning and AI visibility. When you keep talking about one subject in recognizable language, you're giving both humans and machines a clear picture of what you know and what your name should be attached to.

Her tip: build a framework or methodology around your topic. It gives you a repeatable way to explain your ideas, plus a sticky phrase people start connecting to you. (This is useful way beyond AI, btw. A good framework can become the backbone of your newsletter, social content, workshops, consulting offer, and media kit. It gives your work a shape people recognize.)

Kaleigh's own positioning is still evolving, but the direction is clear: creators for AI visibility. She's exploring how creators can help brands earn credibility in all the places people talk about products outside a company's own channels, like LinkedIn, Reddit, podcasts, and YouTube.

Her argument is pretty simple. A company telling you it's great just doesn't carry the same weight as a trusted expert explaining how they actually use the product and why it works.

“A brand can talk all day long about how great they are,” she said. “But until it’s in someone else’s mouth, especially somebody who is trusted, who has authority, who has subject matter expertise, who has an audience of their own, it’s not as reliable information.”

That’s the business case for niche expertise. Your value isn't just the content you post. It's the context, credibility, and been-there-done-that experience you bring to the conversation.

Kaleigh's advice for B2B creators who want brand deals is so practical I love it: start with the software that's already open on your screen. (AJ Eckstein said the same thing when we talked, which tells you something!)

She's found two partnership paths that really work. The first is inbound, from companies that already know her content. The second is pitching the tools she already uses in her own business.

“I am a customer. I’m a happy customer. I love your tool. Here’s how I use it,” is the basic pitch, she explained. “Would you like to partner with me on some videos or me talking about this on social media?”

Talking about tools you know and love gives you a huge head start. Kaleigh already gets the product, the workflow, and the problems it solves. She also doesn't have to manufacture excitement after skimming a brief because she's talking from actual experience.

Her ongoing work with an AI tool called Viktor is a good example. Kaleigh had already been using the product every day, including to launch cohort offerings, streamline her newsletter production, and generate ideas. When the company reached out, she had an existing library of use cases and stories.

The partnership began with a conversation on Twitter and a launch campaign lasting roughly 60 days. After that campaign ended, the company reviewed the performance and came back with another iteration. Kaleigh has since worked with the brand through a creator matching platform as well, including a four-week campaign with a weekly Wednesday post.

That relationship kept growing because there was something real underneath it. Kaleigh wasn't just parroting product claims. She could show exactly how the tool fit into her business.

It also gave her the confidence to push back when a brief didn't match reality. One campaign was too prescriptive, she said, and the content flopped because the language didn't sound like how she actually uses the product.

“People have a good meter for that,” she said.

This might be the biggest brand deal lesson in the whole interview. Being authentic as a creator really does affect performance, audience trust, and whether a one-off campaign turns into a long-term relationship.

Audit your current tech stack. Make a list of the products you pay for, use regularly, and understand well. For each one, write down:

I’d be willing to be the majority of them are looking for creators with an audience to partner with 👀

Long-term sponsorships are rarely delivered to you on a silver platter; it’s something you have to intentionally pitch and build over time. Kaleigh’s experience with ViKtor shows how a relationship can grow.

The first campaign was a chance to see if they were a good fit. The brand checked the numbers. Kaleigh learned which stories felt natural and what her audience responded to. The next campaign built on all of that.

I think that's a much healthier way to think about sponsorships than trying to land one giant deal right out of the gate. Your first campaign is basically a trial run for both sides (something Sam Goldberg of RAE Media argues too!)

On the creator side, you're figuring out:

Meanwhile, the brand is sizing up your audience, your voice, your reliability, and how well you explain their product.

Then comes the renewal conversation, and that's where you bring receipts. Kaleigh tracks campaign performance and self-reports numbers to brands, though she admits it's a pain. LinkedIn and Twitter don't make it easy for brands to see individual creator analytics, so she has to go back to posts weeks later and pull the numbers herself.

Tedious? Yes. Worth it? Also yes. It gives you a record of what happened, and it shows you which formats, topics, and use cases are worth doing again.

Treat every brand deal like a mini case study. Save the brief, the content you made, the timing, how the audience responded, the performance at a few different checkpoints, and what you'd do differently.

When you pitch the next campaign, lead with what you learned, not just what you delivered.

The phrase “creator business” can make the work sound simpler than it is. Kaleigh describes the reality differently: one person may be doing 4-6 jobs at once.

There’s the content creation itself, plus sales, account management, editing, reporting, scheduling, website work, audience growth, and financial management. Kaleigh has hired video editors, photographers, website designers, and people to help optimize and grow her beehiiv newsletter.

She’s also made a common early-stage mistake: hiring support before the revenue was stable enough to cover it.

“I’ve hired too many video editors at one point because I think I got very excited and enthusiastic about ramping up production,” she said. “But then demand from booked deals kind of went down. So then I had more services that I was paying for than I had money coming in for.”

This is the part of creator entrepreneurship that almost never makes it into anyone's content. Revenue goes up when demand is hot, then it slows down. Expenses, meanwhile, keep showing up right on schedule.

Now she thinks a lot more about margin: what's coming in, what it costs to deliver the work, and what's actually left over after reinvesting in the business.

For video editing, she's landed on a subscription service called BeCreatives, which gives her an assigned editor and a queue she can keep stacked with work. That's been way more reliable for her than individual contractors who might ghost or get inconsistent.

The big lesson is about timing. Delegating can absolutely buy back your time, but only if the cost matches how much demand the business actually has right now.

Fun fact: Kaleigh wasn't always a LinkedIn person. A year ago she barely posted, and when she did, it was all over the place with no clear topic.

At the end of February, she challenged herself to post every day. She's taken some days off, but the consistency has totally changed her business. She's on track for almost one million LinkedIn impressions this year and has a steady stream of inbound interest.

And it's not just about reach. LinkedIn puts her right in front of the B2B folks she wants to work with, and posting regularly forces her to explain what she's up to and remind people what she's available for.

"It keeps me top of mind in a way that I don't get from Meta ads," she said. "I'm not going to market my business on Instagram. The people I want to hire me—the B2B audience—are already there."

Her advice for B2B creators: post 5 days a week, get specific about your subject matter expertise, and give the platform enough repetition to understand what you talk about.

She's also been experimenting with LinkedIn articles as a way to distribute her newsletter. She syndicates newsletter content there, and some articles have ranked for her target terms within 24 hours and held on for about 10 weeks (!!). She's also noticed that publishing a new article can give older ones a little boost.

She's careful not to oversell it, though. AI visibility is still a black box, and there's no guarantee this works the same for every creator or topic. But for her, showing up consistently has become one of the clearest ways to build a footprint around the subjects she wants to own.

For years, Kaleigh worked mostly behind the scenes. She ran an agency, wrote for publications, and rarely even turned her camera on for client calls. Going creator meant being more visible than she'd ever been.

Cue all the usual spiraling thoughts: Will people think I'm annoying? Will they judge me? What if it's cringe?

Her answer: climb cringe mountain.

"I was the obstacle in my way of doing that stuff," she said. "So I think it's just—you just have to kind of let go a little bit, the control over perception. People are going to think what they're going to think."

If your business runs on trust, expertise, or being seen, staying invisible costs you something. You can be amazing at what you do and still be hard to find, remember, or hire.

If you want to connect with Kaleigh, here’s where you can find them:

That’s all for this week 👋🏻