producer economy is seeing a huge boom, and many marketers are looking for ways to use it in their campaigns. most common way Marketers Take Advantage of This New Economy Collaborating with creators to increase audience reach. But what should marketers look for when hiring creators?
In this article, HubSpot experts explain what to keep in mind when working with creators. The following information is perfect for marketers looking to collaborate with creators and creators trying to attract partnerships with brands.
5 things to keep in mind when hiring creators
Here are five things businesses and brands look for when hiring content creators.
1. A Results-Driven Approach
“As a results-driven person, the first thing I care about is generating results, especially when working with creators,” said brandon huang, Partnership Lead for Creators Program. “I closely track all the quantitative metrics I can regarding a creator: their reach, their engagement, how consistent they are with posting, and how consistent the results are on the content they create.”
Creators should regularly track their metrics so that they have concrete numbers to show potential brands and quantify their success. Some matrix Creators must adhere to the following:
Click-through rate (CTR)
Business owners should also be mindful of these metrics when hiring creators to gauge whether or not the creator can help the brand achieve its goals.
“With YouTube, for example, you want to see consistency in the number of views per video because it makes it easier to model from a business perspective, and as a partner, I have a better understanding of the results I’m working with. By doing I will get this manufacturer has been around for a long time,” Huang said.
2. Great Work Ethic
Huang told me, “Work ethic is important to me, too.” “Can I see how much effort they’re putting into creating content and marketing their content to reach new audiences?”
Huang Said is a creator work ethic It can also be assessed by how well they bring in the right resources or personnel to support their operations.
As he puts it, “The best creators understand how to delegate and build infrastructure around them, so they don’t have to do marketing work if they don’t want to and really just focus on creating content.” “
To make sure you’re hiring a strong content creator, you’ll want to ask the creators about their processes. How do they juggle all the responsibilities of being a content creator? It’s important that the content creators you talk to have a thoughtful answer to that question.
HubSpot’s Head of Creator Partnerships, alana josephIt is said that audience alignment is essential when collaborating with any creator.
“When we reach out to a producer, we have a pretty good idea of the material they cover,” she said. “However, we will request additional data on their audience to determine how well our advertising will resonate within the creator’s content.”
Joseph said creators can prove that a collaboration will be effective by surveying their own audience or knowing their audience exceptionally well. Tip for creators: You can get to know your audience better by creating detailed buyer personas. You can also monitor audience response, comments and engagement.
However, audience alignment is not the only factor that should be considered when hiring a creator..
“Culture and personality fit are also important factors to consider,” Huang said. “Since we’re focused on building relationships, it’s not just about the results…but also how easy it is to work with a producer.”
Ensuring the personality, values and ethics of both the brand and the manufacturer is essential for a smooth collaboration as the initial collaboration aims to become a beneficial long term partnership for both the parties.
“As a team player, I need to make sure I’m bringing on creators my colleagues will enjoy working with for 1-2+ years,” Huang said. “Even simple things like being responsive through communication, taking feedback well, and genuinely reciprocating that they care about my goals as much as their own goals—which I Trying to help – goes a long way. This is really what it means to be a partnership and not a stand-alone transaction.”
Businesses should partner with content creators who approach opportunity with a positive, collaborative, team-oriented attitude, and content creators should adopt that attitude when working with brands.
“Good companions are good people,” said Joseph. “We really enjoy working with and supporting creators. When a creator is friendly, willing to collaborate, and professional, we will have more opportunities to work with or offer a long-term partnership to a creator. “
4. Unique Style
Content creators must bring their personal touch to any project because brands want a campaign to stand out and capture the attention of an audience.
“Editorial style and editing style are both important,” Huang said. “Are they aligned with HubSpot? There’s more flexibility here, but definitely, the unique editing catches my attention, and incorporating humor is a really fun way to make educational/business content more exciting.”
Finally, authenticity is an important factor you’ll want to consider when hiring a creator.
As Joseph told me, “Authenticity is key. Authenticity builds trust, so when a creator is fully involved in their content, their audience trusts them. It’s important for a brand that wants to run ads within Google’s content. If viewers trust the creator, they’ll be more likely to trust the creator’s recommendations.”
Whether you are a brand looking for a creator or you are a creator looking to partner with a business, hopefully these tips will help you establish a successful business partnership in 2023 and beyond.