When I started my content creation journey, one of my friends said over brunch, "Erica is officially in her influencer era." I love it when my friends inflate my ego, so I let the comment slide and raised a glass to celebrate my first YouTube video.

Every time I think I have this whole marketing thing down to a science, something changes in the blink of an eye. And if you're a marketer like myself, you've probably experienced the same feeling of whiplash as marketing trends continue to shift.

I remember my first day at HubSpot. I was so nervous and had a million concerns swimming around in my head.

Welcome to The Creative, a series that gives content creators actionable advice from professionals in the creator economy. Whether you're a seasoned creator or just starting out, read The Creative to learn how to grow your platform, improve your content, and stay ahead in the ever-shifting creator landscape. 

Welcome to HubSpot's Expert Edge Series, where we interview top execs at major brands to explore their perspectives on the latest trends, challenges, and opportunities shaping the industry.

When I think of influencers, I think of smiling content creators posting unique, relatable content promoting a service or product and how their work helps humanize brands and tap into audiences.

As a marketer who frequently writes SEO-optimized content, I can confidently say that link-building is an essential aspect of SEO.

I send HubSpot’s Marketing Blog email newsletter daily (a not-so-subtle reminder to subscribe). So, it’s my job to keep a pulse on the latest email marketing trends.

Part of my marketing job is to send emails and track their progress, so I know a lot about the most crucial elements of optimizing an email, common marketing email mistakes, and what inspirational email marketing looks like.

As a social media-obsessed content creator, I am familiar with TikTok. I often create TikTok videos to promote my work, express an idea or opinion, or share funny anecdotes.
As much as I enjoy TikTok, creating content consistently for the platform can feel overwhelming.

As a marketing copywriter, I can tell you writing is critical to any successful marketing campaign, from emails to social media posts to blogs.

To thrive as a small business, you need press coverage. But, unfortunately, coverage doesn't just come naturally – you need to work for it.

In 2007, the world was introduced to Tumblr, a blogging site where users could post almost anything from fashion inspo to personal writing to GIFS, art, and more.