By esantiago@hubspot.com (Erica Santiago)

The creator economy is changing marketing in various ways, and keeping up can be challenging for content marketers unfamiliar with this relatively new landscape.

Fortunately, HubSpot invests in creators and keeps a pulse on the latest content creation trends. I spoke to creators in HubSpot’s Creator Program and asked for their advice on how marketing professionals can adapt to the creator economy.

Lessons Content Marketers Can Learn from HubSpot’s Creators

Here’s what HubSpot’s creators say about how marketers can thrive in the creator economy.

Create Valuable Content

“When creating content, you have to keep your ideal audience in mind,” John Lee Dumas of the podcast Entrepreneurs on Fire said. “What challenges, questions, or struggles are they facing right now? Every piece of content you create should aim to help them get a quick win or aid them in overcoming a challenge, question, or struggle.”

To understand what’s valuable to your audience, create buyer personas based on data and research. Buyer personas represent your ideal customers and include information such as their age, habits, problems, occupations, and more.

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.

“Create for your audience, not the algorithms,” said HubSpot’s Director of New Media Kyle Denhoff. “Provide news, education, and information that is helpful for your niche.”

Be Consistent

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.

Create for Community

“The creator economy is pushing marketing to a 100% community-first approach,” said Troy Sandidge of iDigress. “The community has always been important, and with its increasing popularity and valuation of $13.7 billion last year, it is expected to rise exponentially.”

This community-first approach stems from platforms like Twitch and Discord rising in …read more

Source:: HubSpot Blog

Author: Aaron