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 


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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.