Brands tap creators to solve distribution challenges

Brands have been figuring out how creators and their audiences fit into their content and marketing strategies for a few years now.

While many brand publishing strategies have focused on hiring in-house teams to build owned and operated publications, there have been several companies that have experimented with instead setting up partnerships with influencers and creators.

Creators can also be extremely useful as a shortcut of sorts for very specific industries or expertise, particularly in B2B. Creators with specific skill sets or deep knowledge in areas relevant to a brand can be an effective way to answer specific audience needs.