Content creators and Influencers

With increasing competitors, content creators and influencers are challenged to create new engaging, and innovative marketing content. Many have, over time, discovered the niche or trademark that makes them distinct and unique from others.

So what exactly is the difference between an influencer and a content creator?

What Is a Content Creator?

A content creator creates content for content marketing platforms, including blogs, social media and websites. They may be writers, photographers, videographers or graphic artists who use their creativity to create work in an array of written, visual or audio formats.

The content they create connects with an audience on several levels. It’s visually appealing, tells a compelling story or solves a problem. That’s what makes the work of a content creator so valuable. Their expertise lies in their medium and their ability to use it to construct a narrative their audience wants.

Benefits of Working With Content Creators

Working with content creators offers several benefits to brands:

Experiment with different types of content: Brands can hire a team of content creators who each specialize in specific forms of content to develop an array of marketing pieces.
Publish more frequently: A team of content creators can produce more content than a single employee. This makes it possible to publish new content more frequently and meet goals faster.
Save money: Brands can hire content creators as needed for campaigns instead of hiring full-time employees. This also gives them flexibility to hire the type of content creators they need.
Work with industry experts: Some content creators specialize in specific industries, and their expertise includes this expert knowledge.

What’s an influencer?

You might think that everyone on social media with millions of followers is automatically an influencer. But they’re not.

Generally speaking, an influencer is someone who influences their followers in some way. It’s the beauty guru who poses with a new lipstick (sponsored, of course.) Or the fitness freak who shamelessly promotes his new gym gear.

Influencers influence. They convince someone to follow a brand, buy a product, or make some kind of purchasing decision. Influencers influence because of their fame or notoriety.

Benefits of Working With Influencers

When you work with influencers, you gain access to more than a number of followers. You benefit from the relationship they’ve established with their audience. Their followers trust them and their recommendations, and you earn that trust when they mention your marketing brand.

Here are more benefits of working with influencers:

Expand your reach: You automatically increase your reach when you partner with an influencer because your content gets placed in front of new people — usually thousands of new people.
Increase brand awareness: As influencers talk about your brand, their audience learns more about your story, values and solutions you offer.
Reach your target audience: When you partner with influencers who share your values, you can count on their audience to also share those values. It’s built-in access to your target market.

Influencer vs. Content Creator

In the modern marketing world, both content creators and influencers are used for advertising and promoting marketing products and digital services on social media. When working with creators, you have newfound access to creativity and knowledge that can typically only be achieved through a partnership with these content unicorns.

Choosing between partnering with a creator or an influencer will largely depend on the company’s priorities for its marketing efforts. For example, if brand exposure is the primary KPI for the campaign, then working with influencers is likely your best approach, as they will be best equipped to expose your brand to a wide audience. On the other hand, obtaining high-quality content at a fraction of the cost of contracting an influencer is where a creator can prove to be valuable.

The best strategy to determine who is more suitable for the job is to assess three main things. Do they create high-quality content that meets the company’s standards? What is their engagement rate? And lastly, did they build trust and loyalty with their followers, and is it maintained? The answer to these three questions will help you decide which content creator or influencer is best suited for your digital campaign.

By Ziad Abdallah

Get In Touch

What’s the Difference between Content Creators and Influencers?