The creator economy is changing marketing in various ways, and keeping up can be challenging for content marketers unfamiliar with this relatively new landscape.
Here’s what HubSpot’s creators say about how marketers can thrive in the creator economy.
Buyer personas will help you create content that suits the need of your target audience and will help ensure your work aligns with your vision.
Another key to creating valuable content is not to get hung up on algorithms. While it’s okay to keep social algorithms in mind regarding the visibility of your content — algorithms are not your target audience.
The only way to get better at content creation is to keep doing it consistently, but that’s not the only reason consistency is essential. Consistency also builds trust with your audience.
“Your audience will continue coming back to you for advice and guidance when they know, like, and trust you. And the fastest way to build knowing, liking, and trust is to be consistent,” Dumas said. “If you’re not providing them with answers, they’ll find them someplace else.”
Consistency looks different for everyone. Some content creators post every day, some post once a week, and some once a month. It’s up to you how often you put out content, but whatever you decide — it has to be regularly.
“Publish every day or every week,” Denhoff said. “Select the day and time that you release your content. Help your audience build a habit.
“Instead of focusing on personal personas, marketers will be focusing on community personas and trends and also find overlapping micro-influencers within identified communities to help drive their marketing initiatives,” Sandidge said. “For marketers to win in the creator economy, they must create for the community and connection, and command attention for consistent conversions.”
Of course, creating fresh content regularly can be daunting, but there’s a way to work around that obstacle — make content that serves multiple purposes!
“For example, we will do a webinar that turns into a podcast that turns into a blog post that turns into multiple social media posts,” Jantsch said. “This allows us to plug our content into the channels that people like to use. Ultimately meeting our audience wherever they are without feeling burnt out or overwhelmed as a creator.”