As AI reshapes marketing, the next generation of decision-makers is placing more trust in creators than in brands. Here\u2019s how to use creator marketing strategies to keep your business relevant.<\/p>\n
<\/a><\/p>\n Marketing strategies evolve with the technological shifts of each era, continuously redefining how businesses connect with consumers.<\/p>\n In the early days of the internet, outbound marketing tactics like billboards and direct mail were the go-to approach. Then came Google and social media, giving rise to inbound marketing platforms like HubSpot.<\/p>\n Now, we\u2019re entering a new and highly disruptive cycle, this time driven by AI.<\/p>\n This early \u2018discovery\u2019 phase \u2014 which Kieran and I anticipate will last 5-7 years before stabilizing \u2014 is marked by rapid innovation and an overwhelming influx of fragmented AI tools.<\/p>\n But the real challenge isn\u2019t just about keeping pace with AI; it\u2019s about understanding how to connect with a new generation of decision-makers \u2014 particularly Gen X and Gen Z \u2014 while everything else is changing. But how?<\/p>\n As discussed in a recent episode of Marketing Against the Grain<\/a>, we believe that the answer lies in creator-led marketing. Here\u2019s why \u2014 and how you can get started today.<\/p>\n As new generations step into key decision-making roles within companies, their approach to purchasing decisions is significantly different from that of their predecessors.<\/p>\n \u201cData shows that the new, younger generations rely primarily on social media and human-to-human connections when evaluating software, solutions, and other business needs,\u201d Kieran explains.<\/p>\n They\u2019re not interested in traditional brand pitches or product specs alone; instead, they seek raw insights, authentic voices, and a sense of community.<\/p>\n This shift underscores the need for brands to prioritize creator-centric content to connect with these new decision-makers online \u2014 especially as AI, despite its advancements, isn\u2019t yet capable of delivering the nuanced, human-centered content that creators offer.<\/p>\n \u201cIt used to be that people trusted brands. Now creators have become the most trusted brands in our society.\u201d So how do you pivot your marketing strategy?<\/p>\n Learn how to revamp your marketing plan by incorporating these three creator-led approaches, along with resources from HubSpot\u2019s Free Marketing Plan Template<\/a>.<\/p>\n One of the most underutilized, strategic content assets within companies is the deep industry knowledge of their employees. These individuals not only understand the challenges that customers face but also the intricacies of the product \u2014 insights that external agencies or third-party influencers may not have.<\/p>\n Identifying who these experts are within your business, and then putting them in front of a camera, is a high-impact way to turn critical knowledge into compelling, relevant video content. (Plus, video is harder to replicate with AI<\/a>.)<\/p>\n Especially for audiences that are skeptical of overly-polished brand messaging and AI-generated content, showcasing real, human expertise elevates your brand\u2019s authority and trustworthiness. It also adds a nice personal touch by showing the \u2018faces\u2019 behind the business.<\/p>\n Beyond using existing in-house knowledge, a second approach is to hire new employees solely dedicated to content creation. What\u2019s key here, however, is that these new hires are given the autonomy to focus exclusively<\/em> on creating content, free from the distractions of daily operational tasks.<\/p>\n “Allow them to experiment at scale and function entirely like independent creators,\u201d says Kieran. \u201cThis way, they can really learn what works \u2014 and what doesn\u2019t \u2014 for your company by experimenting, testing, and iterating<\/a>.\u201d<\/p>\n By giving in-house creators the space to innovate and refine their ideas, you ensure that your content stays fresh and relevant. This strategy also enables you to harness the agility that defines successful independent creators, while still benefiting from their understanding of your business goals and brand ethos.<\/p>\nWhy the New Generation of Decision Makers Trust Creators over Brands<\/h2>\n
Three Ways to Integrate Creator Marketing Strategies into Your Marketing Plan<\/h2>\n
1. Transform Employee Expertise into Content<\/h3>\n
2. Hire In-House Creators Dedicated Entirely to Content Creation<\/h3>\n
3. Partner with Influencers to Expand Access to Walled Gardens<\/h3>\n