H1 2023: Understanding the Creator Economy

As customer acquisition costs have risen in recent years, brands are looking for new acquisition channels, with many now turning to influencer and creator-focused content and marketing.

Partnerships with creators can play a role beyond just acquisition, from building brand trust to supporting retention. With the creator economy estimated to be worth $104bn and more than 50 million content creators worldwide, creators and influencers are a key tool in any brand’s marketing playbook.

This 60-minute session will draw on insights from Econsultancy research and will cover:

  • How the influencer industry is evolving and how it can fit into the wider storytelling, content and marketing mix.
  • What makes for great and effective creator partnerships, and how these can support authenticity and trust and have measurable results.
  • Key drivers of success across new platforms and new ways for businesses to reach their target customers.
  • The blurring of the line between content and commerce, and other new emerging business models, technologies and key trends.


Content Marketing Best Practice Guide

Content plays a vital part in any brand’s marketing strategy, supporting business objectives at every stage of the purchase funnel. This report provides best practice guidance on building an effective content marketing strategy to enable brands to engage audiences in creative ways that promote authenticity and trust.

Storytelling for Marketers

Storytelling for Marketers

1. Introduction 1.1 Executive summary This report identifies best practice approaches, techniques, challenges and opportunities around storytelling in the context of marketing. It explores how marketers perceive the importance of storytelling to the practice of marketing and the best practice application of storytelling principles to support marketing objectives and activity. The following topics are covered […]

Golden crested crane

Content Strategy Best Practice Guide

A guide providing marketers with the practical guidance they need in all aspects of content strategy, covering the fundamentals of good content strategy, how to develop detailed personas, the importance of linking content strategy back to business strategy and the future of trends in content strategy.

Social Commerce Best Practice Guide

As social commerce continues to evolve, it has become an essential part of how many brands do business online. This best practice guide looks at developing a selling strategy across each of the major platforms, including influencer marketing and emerging trends within the space.