The Man and Method Building Content Creators into Media Properties

The evolution of a content creator is something brands and agencies see, but don’t watch. Bear with me on this for a moment. It’s like the difference in hearing something, and actually listening with the intent of understanding. So we on the agency or brand side of things may run into a content creator we find on Instagram who is doing interesting things around the topic we’re focused on for our brand or client. We reach out to them, maybe do a sponsored post or some other type of trial run content collaboration. We appreciate their work and their, let’s say 50,000 followers there. And then we move on to other clients, other campaigns, other creators. A year or two passes by and we think, “Hey! That one creator might make a good candidate for this campaign.” We reach out to them and chat about the possibility, then have to swallow hard when their rates have grown exponentially. Because they have changed. Now they have 1.5 million followers on TikTok or their YouTube channel exploded. Or they were hired to be the host of a TV segment for some brand. Now they have a talent manager and have turned their content into a business.  We saw it, but didn’t watch. If we had, maybe we would have kept that relationship going.  Content creators who are doing so with intent are trying to become media properties. They want to hire teams of people to do all the busy work while they create the concepts and sit out in front of the camera. They build audiences to sell advertising or brand partnerships for so they can grow their empire. It’s that leveling up that falls into the purview of Kevin Grosch. He is the founder and CEO of Made In Network. The company does a lot of things, but its core capabilities are focused on creating content and building media properties for content creators. They do the same thing for brands, too.  When I connected with Kevin recently, I had a ton of questions. When do content creators turn to outside help for doing what they already do? What tricks do you have to build those big media properties? Can you make me famous? Instead of just chatting about it offline, I asked Kevin to come to the show and help us all understand more about that evolution of today’s content creator past influencer to media property and brand. How his company helps them and brands and how we can all benefit from knowing how its done. We learn more from Kevin Grosch today on the show. This episode of Winfluence is presented by CIPIO.ai. We are helping brands transform their digital marketing with user-generated content videos and images at scale. Come see us at CIPIO.ai. If you want me to personally show you the platform and how we can solve your digital marketing performance problems with high-performing UGC, just go to jasonfalls.co/cipio … fill out that form and I’ll personally set up time to chat with you. Find show notes for this episode at jasonfalls.co/kevingrosch. Learn more about your ad choices. Visit megaphone.fm/adchoices

Om Podcasten

There's a different in having TikTokers and Instagrammers post about your brand and actually driving influence. Welcome to Winfluence - The Influence Marketing Podcast, where we explain the difference and help your brand shift from influencer marketing to influence marketing. Hosted by industry expert Jason Falls, acclaimed author of "Winfluence: Reframing Influence Marketing to Ignite Your Brand," this podcast takes you on a strategic journey through the world of influence marketing. Jason's wealth of experience ensures that your influence efforts are not just about buzz, but also about real, measurable business impact. And you'll learn that influence marketing (without the 'r') is more than just social media. It can involve offline influence, media, thought leaders, community members and beyond. 🎙️ Episode Highlights: Join us as we dive deep into enlightening conversations with a diverse range of guests, including brand managers, agency strategists, software vendors, and influencers themselves. Get ready to uncover the intricacies of the art and science behind influencing audiences to take action, whether that's trying, buying, or thinking differently. 🔥 What You'll Explore: 📊 Strategic Insights: Gain a new perspective on influence marketing by understanding how to align your influence efforts with concrete business objectives. From increasing brand awareness to driving tangible sales, we unveil the strategic keys to success. 🤝 Collaborative Brilliance: Delve into the secrets of successful collaborations as we chat with brand managers and influencers who have perfected the delicate dance of co-creation. Discover how authenticity, alignment, and creativity drive powerful partnerships. 🔬 The Influence Science: Explore the science behind influence, dissecting the psychological triggers that inspire action. Learn how to craft messages that resonate deeply with your target audience, prompting them to engage, purchase, and advocate for your brand. 🌐 Beyond Online Borders: Dive into the world of offline influence and discover how it complements digital strategies. Unearth the strategies that translate seamlessly from online to offline, creating a unified brand presence that captivates audiences across all touchpoints. 📚 Learn from the Best: Benefit from the wisdom of industry leaders who have mastered the delicate balance between utilizing influencers and creating genuine influence. Gain practical insights that empower you to create meaningful, lasting connections. 🚀 Stay Connected and Informed: If you're committed to turning influence into impact, Winfluence is your one-stop source of inspiration and knowledge. Subscribe now to receive a steady stream of episodes that will revolutionize the way you approach influencer marketing. 🎧 Where to Tune In: Listen to Winfluence wherever you get your podcasts or watch the show on its Tuesday streams at 11 a.m. ET/8 a.m. PT on YouTube, Facebook, LinkedIn and on @jasonfalls's Twitter stream. 📲 Engage and Connect: You can find Jason Falls on most social media platforms @jasonfalls or look for Winfluence on YouTube or Facebook.