{"id":1285,"date":"2025-05-26T09:00:00","date_gmt":"2025-05-26T09:00:00","guid":{"rendered":"https:\/\/internship.infoskaters.com\/blog\/2025\/05\/26\/turn-your-power-users-into-creators-and-vice-versa\/"},"modified":"2025-05-26T09:00:00","modified_gmt":"2025-05-26T09:00:00","slug":"turn-your-power-users-into-creators-and-vice-versa","status":"publish","type":"post","link":"https:\/\/internship.infoskaters.com\/blog\/2025\/05\/26\/turn-your-power-users-into-creators-and-vice-versa\/","title":{"rendered":"Turn your power users into creators (and vice versa)"},"content":{"rendered":"

One of the most powerful \u2014 but least used \u2014 aspects of social media is its ability to turn customers into community.<\/p>\n

Today\u2019s master has a lot to say about how social, community, and customer marketing all work together as one. And as our 15-minute interview stretched into a 90-minute coffee chat, folks, it got really hard to distill it down into only<\/em> three lessons.<\/p>\n

But if your role touches on any of those areas, you\u2019re going to want to see what Katie Parkes has to say.<\/a><\/p>\n

\nKatie Parkes<\/h2>\n

Director of Social, Community, and Customer Marketing for Apollo.io<\/a>
\n<\/h3>\n

Fun Fact:<\/strong> Katie competed nationally for Canada in figure skating and<\/em> plays a dwarven fighter named Barbara Wild in D&D. <\/p>\n

Claim to Fame:<\/strong> Founding member of Shopify’s enterprise marketing team. She’s told the stories of some of the fastest-growing ecommerce brands (like Allbirds, Knix, and Chubbies), grew Shopify’s social media audience by 270% in one year, and tripled listenership for Shopify\u2019s enterprise podcast.\u00a0<\/p>\n

(She also moonlights as a toddler brand strategist, rebranding broccoli as \u201cdinosaur trees\u201d and spinach as \u201cHulk leaves.\u201d)<\/p>\n

Lesson 1: Make YouTube your hero.<\/h2>\n

Since Katie Parkes heads up social and community, you probably expect her gaze to be locked on TikTok or Reddit, right?<\/p>\n

But when I ask her which marketing channel she\u2019d pick if she were only allowed just one<\/em>\u2026 she doesn\u2019t even take a breath before blurting out, \u201cYouTube.\u201d<\/p>\n

\u201cYouTube is poised to have its biggest year yet,\u201d she says, pointing out that the video giant has now eclipsed even Netflix as the most-watched streaming service on TV<\/a>.<\/p>\n

And, fun fact: YT\u2019s audience is just a teeeeeny tiny hair smaller than TikTok and Instagram\u2026 combined.<\/em><\/p>\n

\u201cUse YouTube as your hero channel, and build a content engine around it,\u201d<\/strong> Parkes advises. \u201cEvery video becomes the source material for dozens of repurposed assets \u2014 carousels, threads, memes, Reels, Shorts, and more.<\/p>\n

\u201cI think of it like this: Validate a topic with audience demand. Create a video script about that topic. Turn that video script into a blog, then take pieces and consider how it could become a carousel or short video.\u201d<\/p>\n

And as for the community aspect? Though YT lacks the direct message feature of most social platforms, Parkes says you should engage your audience right there in the comments.<\/p>\n

\u201cPriority one is keeping them on channel.\u201d<\/p>\n

And what do you put on that shiny new channel? Well\u2026 turn to your users.<\/p>\n\n

Lesson 2: Turn power users into creators. (And vice versa.)<\/h2>\n

One of the most valuable marketing resources you have is your own user base, according to Parkes.<\/p>\n

\u201cThe first thing you need to do is find your power users. Then turn those power users into creators.<\/strong> Have them create YouTube videos for your channels. Have them jump into your webinars.\u201d<\/p>\n

And it can work just as well in the opposite direction: Turning content creators into power users.<\/p>\n

\u201cReach out to creators that your [ideal customers] already know and give them access to your product and research. Influencer marketing is not just an awareness play, but also an incredible growth engine.\u201d<\/p>\n

Either way, the results will land harder than content that comes directly from your own company. (In nerdspeak, you\u2019ll roll persuasion with advantage.) Your audience already knows you <\/em>believe in your product. Show them that people just like them believe, too.<\/p>\n\n

Lesson 3: Listen up.<\/h2>\n

Once you give your power users a voice, your audience shouldn\u2019t be the only ones listening. In addition to being great collaborators for content, your users are also the best source of info about\u2026 y\u2019know\u2026 your users.<\/p>\n

\u201cTake the people who love your product and build an advisory board. Give them exclusive access to betas, and tap them for product feedback.\u201d<\/p>\n

And while that will <\/em>improve your product, it\u2019s not just a product play. When your audience knows they\u2019re being heard, it creates a more engaged and loyal community.<\/p>\n

But it\u2019s not just a feedback play, either. Your existing users also understand what potential new users<\/em> think \u2014 after all, they were noobs once, too. You can turn to them to A\/B test marketing collateral, gather quotes from subject matter experts for new content, or even source vegetarian recipes for the Instant Pot you were just gifted. (Okay, that one\u2019s just for me. But seriously, cdelprincipe [at] hubspot [dot] com.)<\/p>\n

Parkes says to start with the question, \u201cHow do you make them feel empowered?\u201d Then make it happen.<\/p>\n

Lingering Questions<\/h2>\n

Today’s Question<\/h3>\n

“Besides AI, what marketing trends or technologies are you keeping your eye on or planning to try this year?” <\/strong>\u2014 Shelagh Dolan, Content marketing lead, Quora for Business<\/p>\n

Today’s Answer<\/h3>\n

Parkes says: <\/span>“I\u2019m paying close attention to how data storytelling is evolving, especially as trust in marketing continues to erode.<\/p>\n

The brands standing out right now aren\u2019t just publishing content \u2014 they\u2019re showing receipts. Customer stories. Product usage. Community influence. As social algorithms continue to reward who is getting the most attention, credibility is the new currency.<\/span><\/p>\n

But isn’t just\u00a0about numbers. It needs to be earned in creative, human ways, so you need to rely on real voices.<\/span><\/p>\n

That\u2019s why I\u2019m excited about creator-led and community-first B2B marketing \u2014 tapping into your power users, internal experts, and community members to share the story in their own words. We\u2019re moving away from polished brand narratives and toward trusted individuals who bring both expertise and authenticity.<\/p>\n

In a sea of regurgitated AI garbage and fake content, the most important thing your brand can focus on is being believed.<\/span>“<\/p>\n

Next Week’s Question<\/h3>\n

Parkes asks: What\u2019s one \u201cboring\u201d marketing channel or tactic that\u2019s working way better than expected for you right now, and why do you think that is?<\/a><\/p>","protected":false},"excerpt":{"rendered":"

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