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Meet Brandon — the “out of the box” content marketer with gems for NYC creators

Author

Brett Dashevsky
February 08, 2024

Hey! Welcome to the Creator Economy NYC newsletter — the premier place for all things creator economy in the Big Apple.

This week I’m spotlighting Brandon Smithwrick — a remarkable creatorpreneur and award-winning content strategist in our community. Many of you may have had the pleasure of meeting Brandon IRL at our event last week!

Currently, Brandon is Head of Content at Kickstarter, and prior to that, he was the driving force behind content at the innovative music creator startup, Songfinch.

I’m excited to share Brandon’s story with you and unpack his key insights on content creation and marketing in today’s creator economy.

Other stops along the way:

  • Upcoming events

  • Cool stuff from the community

  • News bits

  • Job openings

  • Personal picks

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CITY SPOTLIGHT

Meet Brandon — the “out of the box” content marketer with gems for NYC creators

Brandon's entrance into the creator economy is a story of convergence — where a myriad of interests across fashion, marketing, and creativity found a harmonious intersection.

From his early days, Brandon was drawn to the world of fashion and the boundless creativity it offered. However, it was the strategic allure of marketing — its power to shape consumer behavior and craft compelling brand narratives — that captured his imagination.

This fascination was further explored through an internship that allowed Brandon to blend his diverse interests, laying the groundwork for his future. He eventually leaned into social media because it gave him the freedom to express his ideas in different ways, leading him deeper into the world of content creation.

During his college years, he got to experience being a creator where he did content photo shoots for brands like Coach and Timex, which was a great learning experience for him. However, it wasn't until his time at Ralph Lauren as a social & publishing strategist that he learned the ins and outs of content strategy, and from there, he was hooked.

Brandon's journey didn't stop with fashion; it naturally evolved into the tech world, where he brought his nuanced understanding of content from the fashion industry to tech giants like Squarespace and Songfinch, and now Kickstarter. Each transition marked a step forward in his quest to innovate as a creator and marketer.

Expert insights: Brandon's take on content creation and marketing trends

After exploring Brandon's extensive experience in content marketing and his evolution as a creator, his depth of knowledge in these areas is undeniable.

We’ll now dive into a Q&A where Brandon unveils his expert insights on content marketing and creative strategies, which offer a forward-looking perspective on the industry's trajectory.

1. How does your work as a content marketer fuel your work as a content creator? And vice versa. 

They feed on one another, at least for me. As a content marketer, I am very strategic in planning content and understanding the outcomes that drive the biggest results for a brand. This has made me a better content creator as I can comprehend both the business and creative side. During meetings with brands, I can communicate with them as if we were in a marketing stand-up or 1:1, which expedites the content capture process. This also allows me to negotiate better than the average content creator because I have a full understanding of paid usage rights, cut downs, ratios, and even can advise on tactics to amplify this content across various social channels.

2. Reflecting on your career, what has been the most challenging project or initiative you've undertaken, and what did it teach you about content creation and marketing?

The pandemic taught us a lot of things, especially us marketers. If we weren't quick to adapt, super creative, and up to date with the latest social platform features, we wouldn't stand out. I also learned a lot from my struggles, which most marketers would quit or regret. But I also realized that our biggest learning experiences don't come from our best moments. The jobs where we had to be on top of our game, over-prepare, and anticipate the next steps made us more strategic and sharpened our skills like never before.

3. You describe yourself as an out-of-the-box marketer — in your view, what are the key ingredients for creating content that resonates deeply with audiences in 2024?

I love this question! To connect with customers in 2024, you need to have a mix of skills. You gotta know how people behave on digital platforms like blogs, podcasts, videos, and social media. People consume content at lightning speed, so you need to understand how they engage with it to share it widely. Brands often only think about what they want and forget about what the people want. You gotta create content that people will want to share, save, and re-watch. Just sending them to a landing page is not enough. And of course, you need to make sure your content is always relatable, authentic, valuable, and entertaining.

4. How do you see the landscape of content marketing evolving, and what trends do you think creators and marketers should be paying attention to in 2024?

I am confident that in the near future, we will witness a surge in AI-generated content (and brands), which will lead to cluttered feeds. However, I firmly believe that 100% AI-created content will not be able to outperform human-generated content. While there are certain types of AI-supported content that may perform well, I still don’t see it outpacing human content. Content is connection.

5. What is one piece of advice you wish someone had given you when you started your journey as a content creator?

“You don't have to be good to start, but you have to start to be good.” 

That first post may not perform well, and that first TikTok video probably won't go viral. However, consistency is key, and you must be diligent about your craft even when nobody is paying attention. If I could offer you some advice, the three things you should focus on regardless of the type of content you create are:

1. Perfect your hook.

2. Avoid the temptation to chase trends.

3. Build a sustainable brand.

Additionally, don't let brands take advantage of you when it comes to payment.

BONUS: What are the most underrated platforms to be creating on right now? 

For brands, YouTube Shorts (repurpose Reels or TikToks), Pinterest (an evergreen discovery machine), and LinkedIn (less via the company page and more via leadership). For creators, LinkedIn (bias I know).

The NYC effect: fueling Brandon's creative journey

Brandon grew up in New Jersey, so not too far from NYC. But moving here marked a significant turn in his career, drawing him into an environment ripe with opportunities and inspiration. He reflected, “The minute I visited New York, I knew it was where I was meant to be.”

For Brandon, NYC stands unmatched in its vibrancy and dynamic culture. The city's unique blend of people, opportunities, and networking has been instrumental in his growth. It's the city's unparalleled ecosystem that fosters creativity, making it an ideal habitat for a content creator and strategist like him.

And, of course, NYC is an ideal setting for content creation. "New York is the easiest city to create content in," he noted, pointing to the city's capacity to inspire with its everyday scenes — from the cafes to historic brownstones — and the lively streets that captivate audiences like on TikTok.

Brandon's connection to NYC is further deepened by the places he frequents, like Otis in Bushwick, Sessions Training, Ludlow House, and pretty much all of the Lower East Side.

Overall, it's clear Brandon is a standout in the world of content creation and marketing. His ability to blend strategic insight with creative flair sets him apart in the creator economy, promising a future rich with innovation and influence.

If you aren’t following Brandon already, please do so on LinkedIn and Instagram. And stay tuned for his LinkedIn as he has some exciting updates coming soon!

CITY HAPPENINGS

RECAP: Crafting Win-Win Creator and Brand Partnerships Panel

Check out some photos from last week’s event courtesy of Mitch from Big Whoop! And ICYMI, you can tune into the whole panel on YouTube.

We’re in the midst of organizing an exciting event for our community at the end of the month, the tentative date is Wednesday, February 28 — more details to come.

We’re planning an event with Captions App in March with a panel focused on 2024 trends and predictions in the creator economy. More details to come soon. RSVP to get on the list. 

Subscribe to the events calendar here.

Get involved in sponsoring an event here.

COMMUNITY CALLOUTS

Brendan Gahan, Former Chief Social Officer at Mekanism (and former New Yorker 🥺), just launched a course that taps into his 18 years of experience in social media.

He was amongst the first to do influencer marketing on YouTube (back in 2006!), and has developed a ton of award-winning social campaigns since then.

If you wanna move up fast in your social media career or sell better through ‘social first’ work, you don’t wanna miss this opportunity to learn from a pro.

The landing page is also sick.

Classes start soon, you can enroll now here. (sign up by Feb 26th!)

THE NEWSSTAND

JOBS

BRETT’S BITES

STAND CLEAR OF THE CLOSING DOORS PLEASE

Thanks so much for reading! Let me know what you thought by replying back to this email.

See you next week,

Brett

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