Most brands see influencer content as single posts, even when they’re part of long-term partnerships.

The best brands see these posts as the start of entire campaigns.

Creators are more than marketing channels – they’re shaping culture, setting trends, and even launching products that outperform legacy brands.

This week, Paul welcomes Keith Bendes (Forbes Contributor, Creator Expert & VP of Strategy @ Linqia) to the podcast. Having spent years advising global brands, Keith knows the most impactful ratio of brand-to-creator content, why “unsexy” industries actually need creators the most, and how smart brands are using a mix of CGC (Customer-Generated Content) & paid media to scale trust at speed.

You’ll learn how to:

• Go From One Post to Full-Funnel Impact: The strongest brands don’t solely run influencer campaigns – they integrate content from each one into every marketing touchpoint. The same creator content that wins on TikTok should be repurposed across paid, CTV, and even OOH.

• Partner with Influencers Before They Compete with You: Creators are selling products, yes. They’re also launching their own. Nestlé’s Unwell Hydration with Alex Cooper proves how brands can get in on the action: collaborate now, or risk competing later.

• Know the Difference Between CGC, UGC & Influencers: “The people with the following are the ones who build the culture”, Keith says. While CGC (Creator-Generated Content) & UGC (User-Generated Content) fuel performance, influencers set the tone. Expect tactical advice for using all three.

• The Future of Social Commerce & TikTok Shop: Affiliate strategies work, but don’t mix them with influencer campaigns. If you want creators to build brand equity, don’t turn them into salespeople.

• What Brands Keep Getting Wrong: You can’t buy your way into relevance. The brands that win are the ones creating something people want to be part of.

Rethink how you’re working with creator content, before you fall behind.

Chapters

00:00 – Building Brand Culture for Advocacy

02:03 – How Influencer Marketing Has Evolved

04:07 – Winning Strategies for Brand Engagement

06:14 – Earning Trust in “Unsexy” Industries

09:06 – The Trust Factor in Content Creation

13:41 – Where Paid Media Meets Influencer Strategy

15:53 – Why Influencer Marketing Matters More Than Ever

17:21 – Leveraging User-Generated Content for Growth

20:06 – What’s Next for Content Creation?

23:05 – How Brands and Creators Build Together

31:54 – The Changing Advice for Marketing Campaigns

39:10 – The Future of Short-Form Video

42:35 – Mastering Affiliate Marketing for Growth

46:09 – Balancing Brand Equity with Sales Targets

51:06 – Community, Culture & the Future of Brand Advocacy

Rate & review Building Brand Advocacy:

Apple Podcasts

Spotify

Connect with Keith:

On LinkedIn

Via Linqia’s Website

Hear more from Keith on his podcast, Creator Economy Live!