Content Creators are Upping Their Game

When we hear “content creators” and “influencers” we may think primarily about people unboxing new products, waxing poetic about their cosmetics, sharing branded recipes, or merely dancing on TikTok. Many of these people are “citizen marketers” who promote products for a paycheck.

However, another group of content creators focuses on developing more in-depth content that educates and inspires and still helps sell products and services. For example, a MULO home products brand may engage a subject matter expert to offer up interior design tips.

Carlos Gil is a Marketing Expert for GetResponse, author of “The End of Marketing: Humanizing Your Brand in the Age of Social Media and AI,” and winner of the BookAuthority Best New Book to Read in 2020 in the Social Media Marketing category.

GetResponse is a global email and digital marketing platform that recently launched the GetResponse Content Monetization Platform.

We asked Gil why some content campaigns fail, and others deliver tangible results.

What are some of the common mistakes brands make when engaging content creators?

“When brands engage with influencers and content creators, they often fall into a few common traps that limit the potential of the partnership. One of the biggest mistakes is treating creators like a short-term marketing channel rather than long-term partners. Too many brands see influencers as a quick way to get eyes on their product, but they fail to recognize the value of building genuine, lasting relationships with creators who have earned the trust of their audiences over time.”

How should MULO (multi-location) and other brands engage content creators?

“As both a creator and a marketer, I’ve seen firsthand how one-off campaigns often don’t deliver the ROI brands expect. Audiences are smart—they can tell when a partnership is authentic versus when a brand is just looking to check the ‘influencer marketing’ box. That’s why brands need to shift their mindset from transactional relationships to true collaborations that allow creators to engage with their audience in a meaningful, organic way. Authenticity will always win over forced promotion.”

Another major mistake is overlooking the importance of monetization opportunities for creators. In today’s creator economy, influencers aren’t just content machines—they’re entrepreneurs, building businesses around their personal brands. Brands need to recognize this by offering more than just products or exposure—they need to provide creators with ways to grow their revenue streams. Whether it’s through affiliate partnerships, exclusive content, or co-branded products, giving creators a stake in the monetization process shows that you value them as business partners, not just temporary spokespeople.”

The Content Monetization Platform (CMP) is an online platform designed to help content creators (both in-house and “influencers for hire”) get smarter about brand storytelling, with an eye toward generating revenue. It includes a Course Creator, webinars, premium newsletters, advanced e-mail marketing, and marketing automation. GetResponse points out that 65 percent of people who take online courses believe them to be more effective than in-person learning.

To learn more about the influencer economy and how some MULO brands have discovered new ways to engage content creators to boost traffic and product sales, please join us at Street Fight LIVE on November 7th.