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Creating diverse, authentic content is no small task for brands. While studio-produced content remains a critical part of the content mix, brands are increasingly seeking new ways to scale and source organic content. The influencer, the brand ambassador and, more recently, the user-generated content creator offer new avenues for creating content—feeding into the model known as the creator economy.
As the lines between the different members of the creator economy become increasingly blurred, so do marketing organizations’ roles, titles and ROI measurement.