I need to start by saying that I love content creators and it is a channel that each and every marketer in the broader industry should be actively using as there is so munch return on investment that we can get through this channel.
There is though, a need for some level of standards to be developed on the content creation industry, as it relates to how content creators interact with the brands and their media kits and also how the brands interact with the content creators. There is still a lot of gut feeling that happens around what the true value of the content creator is vs what the brand is willing and able to spend.
Having said this, it should not be seen as something that discourages the Marketer, as opportunity is mostly created when things are not well defined. So there is a lot of opportunity here and we should all be taking advantage of the channel that is in front of us.
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