2024: Marketers have a lot to learn from Creators:

- Social media psychology, influence and trends

- How to build, grow and monetize audiences

- Personal branding as a revenue channel

- The art of creating engaging content

Creators have a set of skills that marketers need to succeed.

And that's because the B2B landscape has changed a lot:

- Rise of the self-serve buying trend in B2B;

- A flood of AI-generated commodity content;

- Expansion of social media and communities as decision hubs.

Online content and social dynamics are now decisive in the buying journey. That's exactly why Creators are valuable. They have a set of skills that match this 'economy of attention'.

That's why you need Creators to adapt your marketing strategy.

But there are no best practices yet, so it's not easy to start.

- What exactly should creators do for your brand?

- What revenue model should you install?

- What skills do you need from them?

I've analyzed multiple solutions and here are the 3 best ones:

1. Hire Creators to advise your team

Pay creators for advisory at multiple levels of your organization. They will advise your executives on the trends and coach your marketing team to adapt to new tactics.

2. Partnerships with industry Creators

Create long term partnerships with creators who have expertise and authority in your industry. They will advise on your strategy, co-create campaigns, upskill your team, and promote your business.

3. Media equity for Creators

Invite creators to become shareholders of your company not with a monetary investment but a media investment. They will have an incentive to grow your business.

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Now here is what you need to understand:

You should not focus only on paying a fee to get a social media post. The core principle is to update your marketing game by understanding the new trends.

And creators are the best asset for this adaptation.