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.

Few apps cycle through trends as quickly as TikTok. I spend endless hours scrolling through the app, and it feels like every other day, a new trending sound, topic, song, or challenge is going viral.

As a marketer and content creator who makes content ranging from podcasts to blogs to videos, I‘m often fielding questions about what content creation is and why it’s so integral to marketing.

Content creation is what happens behind the scenes. It‘s how Google can offer the perfect answer to your problem with a link to a blog or website. It’s the videos you watch on YouTube after a tough day.
It‘s why you may find yourself scrolling through TikTok for hours a day. Don’t worry, I'm not judging you. I do it too.

“Google is getting worse” is almost a meme at this point. Go into any forum or subreddit that mentions search results, and you’ll find someone complaining that SEO has ruined Google Search.

I don’t know about you, but my email inbox is flooded with a barrage of automated emails. It does little else besides give me another task for my morning commute — namely, marking them all as unread without reading or unsubscribing altogether.