Turn your power users into creators (and vice versa)

One of the most powerful — but least used — aspects of social media is its ability to turn customers into community.

Today’s master has a lot to say about how social, community, and customer marketing all work together as one. And as our 15-minute interview stretched into a 90-minute coffee chat, folks, it got really hard to distill it down into only three lessons.

But if your role touches on any of those areas, you’re going to want to see what Katie Parkes has to say.

Katie Parkes

Director of Social, Community, and Customer Marketing for Apollo.io

• Fun Fact: Katie competed nationally for Canada in figure skating and plays a dwarven fighter named Barbara Wild in D&D.
• Claim to Fame: Founding member of Shopify's enterprise marketing team. She's told the stories of some of the fastest-growing ecommerce brands (like Allbirds, Knix, and Chubbies), grew Shopify's social media audience by 270% in one year, and tripled listenership for Shopify’s enterprise podcast. 
  
  (She also moonlights as a toddler brand strategist, rebranding broccoli as “dinosaur trees” and spinach as “Hulk leaves.”)
  
  

Lesson 1: Make YouTube your hero.

Since Katie Parkes heads up social and community, you probably expect her gaze to be locked on TikTok or Reddit, right?

But when I ask her which marketing channel she’d pick if she were only allowed just one… she doesn’t even take a breath before blurting out, “YouTube.”

“YouTube is poised to have its biggest year yet,” she says, pointing out that the video giant has now eclipsed even Netflix as the most-watched streaming service on TV.

And, fun fact: YT’s audience is just a teeeeeny tiny hair smaller than TikTok and Instagram… combined.

“Use YouTube as your hero channel, and build a content engine around it,” Parkes advises. “Every video becomes the source material for dozens of repurposed assets — carousels, threads, memes, Reels, Shorts, and more.

“I think of it like this: Validate a topic with audience demand. Create a video script about that topic. Turn that video script into a blog, then take pieces and consider how it could become a carousel or short video.”

And as for the community aspect? Though YT lacks the direct message feature of most social platforms, Parkes says you should engage your audience right there in the comments.

“Priority one is keeping them on channel.”

And what do you put on that shiny new channel? Well… turn to your users.

Lesson 2: Turn power users into creators. (And vice versa.)

One of the most valuable marketing resources you have is your own user base, according to Parkes.

“The first thing you need to do is find your power users. Then turn those power users into creators. Have them create YouTube videos for your channels. Have them jump into your webinars.”

And it can work just as well in the opposite direction: Turning content creators into power users.

“Reach out to creators that your [ideal customers] already know and give them access to your product and research. Influencer marketing is not just an awareness play, but also an incredible growth engine.”

Either way, the results will land harder than content that comes directly from your own company. (In nerdspeak, you’ll roll persuasion with advantage.) Your audience already knows you believe in your product. Show them that people just like them believe, too.

Lesson 3: Listen up.

Once you give your power users a voice, your audience shouldn’t be the only ones listening. In addition to being great collaborators for content, your users are also the best source of info about… y’know… your users.

“Take the people who love your product and build an advisory board. Give them exclusive access to betas, and tap them for product feedback.”

And while that will improve your product, it’s not just a product play. When your audience knows they’re being heard, it creates a more engaged and loyal community.

But it’s not just a feedback play, either. Your existing users also understand what potential new users think — after all, they were noobs once, too. You can turn to them to A/B test marketing collateral, gather quotes from subject matter experts for new content, or even source vegetarian recipes for the Instant Pot you were just gifted. (Okay, that one’s just for me. But seriously, cdelprincipe [at] hubspot [dot] com.)

Parkes says to start with the question, “How do you make them feel empowered?” Then make it happen.

Lingering Questions

Today's Question

"Besides AI, what marketing trends or technologies are you keeping your eye on or planning to try this year?" — Shelagh Dolan, Content marketing lead, Quora for Business

Today's Answer

Parkes says: "I’m paying close attention to how data storytelling is evolving, especially as trust in marketing continues to erode.

The brands standing out right now aren’t just publishing content — they’re showing receipts. Customer stories. Product usage. Community influence. As social algorithms continue to reward who is getting the most attention, credibility is the new currency.

But isn't just about numbers. It needs to be earned in creative, human ways, so you need to rely on real voices.

That’s why I’m excited about creator-led and community-first B2B marketing — tapping into your power users, internal experts, and community members to share the story in their own words. We’re moving away from polished brand narratives and toward trusted individuals who bring both expertise and authenticity.

In a sea of regurgitated AI garbage and fake content, the most important thing your brand can focus on is being believed."

Next Week's Question

Parkes asks: What’s one “boring” marketing channel or tactic that’s working way better than expected for you right now, and why do you think that is?