Why should brands care about the creator economy? Hint: There’s untapped power in independent creators for your brand. Kipp and Kieran are joined by Steph Smith to talk about all things creator economy. Plus: niche ways to target your audience, the business impact of creators, how to think about types of brand partnerships with creators, and more!

Who is Steph Smith?

Steph is a data-driven writer and growth marketer, with a passion for progressive, early-medium stage technology companies. Steph joined The Hustle as a Trends.co analyst, digging up trends that entrepreneurs could capitalize on. She led the product and grew it to 15k+ paying subscribers before being acquired by HubSpot. Now, she is a Director of Marketing at HubSpot, spearheading their work with creators under the Creator Program.

Plus, check out Steph’s work!

• Website ​​https://stephsmith.io/ 
• Podcast https://keeplearning.buzzsprout.com/ 
• Twitter ​​https://twitter.com/stephsmithio 
• Book https://doingcontentright.com/ 

Things mentioned:

• Sina Estavi, owner of the first tweet ever https://twitter.com/sinaEstavi
• Legos’ Spotify playlist https://open.spotify.com/album/6qZUya0mkucuxvoIp4akVT 
• Barilla’s Pasta Spotify playlist https://open.spotify.com/user/w2p1oq867ns7jele6g3lw66fk/playlists 
• KFC France’s Spotify playlist https://open.spotify.com/playlist/7KTq8F8YhZetRStWFNy0U4 

Thank you for tuning into Marketing Against The Grain! 

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Links:

Kipp Bodnar, https://twitter.com/kippbodnar 

Kieran Flanagan, https://twitter.com/searchbrat 

‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by The HubSpot Podcast Network // Produced by Darren Clarke.