87. How IZEA Shaped the Creator Economy with Ryan Schram

eCom Pulse - Your Heartbeat to the World of E-commerce.

We’re excited to host Ryan Schram, President and COO of IZEA, a pioneering force in the influencer marketing and creator economy landscape. With over a decade of experience at IZEA, Ryan has been instrumental in leading the company to its current status as a global leader in the field.

In this episode, Ryan shares with us IZEA’s fascinating journey from the early days of the industry to becoming a key player in the creator economy. He shares how IZEA has helped shape influencer marketing, defining critical terms like influencers, ambassadors, UGC (user-generated content), and CGC (creator-generated content), and explaining their roles and differences.

Ryan also discusses the importance of integrated marketing and how brands can successfully implement it to achieve their goals. He offers insights into the challenges and opportunities within the creator economy, emphasizing the growing importance of community-driven marketing and advocate marketing. Ryan highlights how brands can build and leverage communities for better engagement and retention.

Additionally, Ryan shares practical advice for brands on staying agile in a rapidly changing market, the role of technology and AI in enhancing marketing strategies, and the importance of measuring and understanding attribution. He stresses the need for brands to look beyond traditional marketing silos and adopt a holistic approach to achieve sustainable success.

Tune in to this episode to gain a comprehensive understanding of the current state and future trends of the creator economy from one of its leading experts, Ryan Schram.

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Guest: Ryan Schram, President and COO of IZEA

LinkedIn: https://www.linkedin.com/in/ryanschram/

IZEA - https://www.izea.com/

Takeaways:

• Influencer marketing is a subset of the broader creator economy, which focuses on authentic storytelling and utilizing a wide variety of voices and platforms.
• IZEA offers professional services, award-winning software, and tools for creators and brands to navigate the creator economy.
• Integrated marketing is crucial in the modern advertising landscape, and the role of CMOs is changing to embrace a more holistic approach.
• Attribution in the creator economy is both possible and convoluted, with various factors and sectors influencing how it is measured.
• Communities and advocate marketing are essential for building relationships with customers and fostering engagement.
• The creator economy is becoming more complex and requires specialization and expertise from both creators and brands.
• Implementing integrated marketing requires a focus on outcomes, an agile mindset, and the right people and expertise.

Chapters:

00:00 Introduction and Background

02:36 IZEA's Services for Navigating the Creator Economy

04:49 The Importance of Service Initiatives in the Tech Industry

06:59 The Changing Role of CMOs in Integrated Marketing

09:23 Challenges and Possibilities of Attribution in the Creator Economy

22:24 The Power of Creator Generated Content (CGC)

27:34 Navigating the Complexities of the Creator Economy

34:21 The Role of Specialization and Expertise

38:23 Strategic Use of Technology in Integrated Marketing