Too many content creators and influencers are building their homes on borrowed ground. And someday, the landlord may well swoop in and hand them an eviction notice. 

That analogy is actually a toned down version of reality, though. When an influencer or content creator puts all their content on Instagram, TikTok, YouTube or Facebook, they’re building their house on borrowed ground. When they build an audience there, they are decorating and investing in that house. 

And someday, the landlord may well swoop in and not only hand them an eviction notice, but will keep all their stuff, too. 

We’ve cautioned content creators and I’ve prognosticated a bit and predicted we’re soon to see a pendulum swing back to old school content creation … I think influencers will be wise to build their own connection with their communities on their own property … on blogs. Maybe subscription based social platforms like FanBase where the creator owns and controls more of the territory. 

And making sure that community and follower connection is strong by moving followers to subscribers … as in email subscribers. 

Build your list. 

It’s not just advice for businesses. Well, it is, but content creators don’t often think of what they do as a business. But they are. Or their content engine is.

Email marketing is not just a thing, it is imperative for any business to leverage to succeed. Email marketing is still the most effective channel in the digital marketing spectrum in terms of average return on investment. 

Who better to help us understand that and how influencers can leverage email marketing to protect their house … and their stuff … than the Email Marketing Heroes

Rob and Kennedy are the hosts of the Email Marketing Show. You’ve probably heard me talking about them on a promo before the show. They are also supporters of the Marketing Podcast Network

But their content is so useful and fun, I wanted to dive in deeper with them here on Winfluence. We’re going to do just that today on the show. 

The resource Kennedy mentioned in the show is at

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 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 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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