When you have the opportunity to learn from a seasoned professional, you should always take it. When I found out I could get Chris Gibson on the line to pick his brain as it were about being an online content creator, an influencer who has created a career over the last 15-plus years doing that kind of thing, I knew I had to jump at the chance. 

Chris is known as one of the world’s foremost skincare experts. He published a book in 2004 called Acne Free in 3 Days. He went on a multiple-year media tour and became well known before YouTube, Instagram or TikTok existed.

Then in 2018, he started paying more attention to YouTube and has since migrated his traditional media and website following to an active online and social media one. His experience of ups and downs being a content creator are a treasure trove of knowledge that we will mine today.

This episode of Winfluence is going to be a little different than my normal interviews, thought. It turns out Chris had so much to say that I just stayed quiet and let him go. So I’ve edited things with more of a narrative approach to tie all the finer points together for you. 

But let me assure you, there’s a lot here for you content creators to learn. And all of it is extremely useful for brand and agencies to understand, too. 

I want to share something our friends at Storyblok have to make you smarter. It’s a new report called the State of Content Management and is a very useful survey of 515 businesses in the U.S. and Europe – companies just like yours – and how they are approaching content distribution through their digital channels in 2022. 

Think about it: You have to provide content for your website. Maybe a mobile app. Then there’s ecommerce platforms. Voice-activated speakers … Managing content is more complex today than ever. Get insights and ideas on how companies like yours are tackling the content challenge with The State of Content Management Report from Storyblok. Just go to storyblok.com/winfluence for your free report. 

Storyblok is a new partner of the Marketing Podcast Network.

The Winfluence theme music is “One More Look” featuring Jacquire King and Stephan Sharp by The K Club found on Facebook Sound Collection.


The Influencer Marketing Show is being held in North America for the first time. It’s a one day event in New York City, just off Broadway at the New World Stages on West 50th. It will be Wednesday, April 27, 2022. I will be chairing one of the stages as well as moderating a panel featuring Pete Kennedy, president and founder of Tagger, and Jenny Heinrich, who leads influencer marketing strategy for Ketchum, one of the Omnicomm companies. 

Go see the full speaker and topic lineup and get your ticket at jasonfalls.co/imsfalls. When you check out, use the code FALLS and get a 15 percent discount, just for listening to Winfluence. 

Join me at IMS 2022 in New York!
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