Scratch My Back, I’ll Scratch Yours: The Case for Reciprocity in the Creator Economy

In today’s digital economy, creators thrive not just from their content, but from the engagement it receives. On YouTube, views, likes, shares, comments, and watch time all contribute to a video’s performance—and in many cases, directly impact monetization. The more interaction a video receives, the more likely it is to be promoted by the algorithm, drawing in more views and growing the creator’s influence and income.

But here’s a question worth asking:
If engagement fuels growth, and fans are helping creators rise, shouldn’t creators be more intentional about giving back?

The Power of Engagement

Let’s be clear—yes, YouTube creators do benefit directly from engagement. The platform’s algorithm rewards content that keeps people watching and interacting. This includes:

• Likes and comments, which indicate viewer satisfaction

• Shares, which expand the content’s reach

• Watch time, which proves value and keeps people on the platform
  

That engagement often translates into ad revenue, brand deals, and increased visibility. And while some creators genuinely connect with their communities, many never take the time to respond to comments, explore their followers’ channels, or engage with the people who help make their success possible.

Community is a Two-Way Street

The creator economy doesn’t exist in a vacuum. It's built on attention, and that attention is earned. Fans watch, comment, and share because they feel connected to the content—and the person behind it. For smaller creators trying to build their audience, every view matters. Every like makes a difference.

This is where reciprocity comes in.

What if more successful creators took the time to visit the channels of their most loyal followers? What if they watched a video, left a thoughtful comment, or even hit “subscribe”? What would that do for morale, for motivation, or for the visibility of a new creator trying to find their voice?

We’re not talking about charity. We’re talking about community. Uplifting others doesn't dim your light—it multiplies it.

A Rising Tide Lifts All Boats

There’s an old saying that applies perfectly to the digital world: “A rising tide lifts all boats.” When we support one another, we all grow. In the same way creators ask followers to “like, comment, and subscribe,” maybe it’s time we encouraged creators to do the same in return.

That doesn’t mean every creator has to follow every fan. But a little intentional engagement goes a long way. Especially for smaller creators who may feel unseen despite putting out valuable, creative, and often vulnerable content.

Why It Matters

The future of content is not just algorithms—it’s authenticity, relationships, and shared value. Creators who cultivate real communities, not just audiences, will build stronger brands and longer-term impact.

Reciprocity is not a weakness. It's a strategy. It builds loyalty. It opens doors. And in a world driven by connection, it might just be the smartest move a creator can make.

Everyone has to start somewhere. If you’re a creator who has built success on the backs of loyal fans and consistent engagement, maybe take a moment today to explore the people behind your comments. Click on a channel. Watch a video. Leave a note of encouragement.

Because in the end, creators helping creators is how we all move forward.

AI, SEO, and Buyer Intent: What Every Business Needs to Know Now

The way people search and make decisions online has changed. Artificial Intelligence is not a future concept. It is already redefining how search engines work, how content is ranked, and how buyers find solutions.

At Rise Above It Marketing, we stay ahead of these shifts so our clients don’t have to play catch-up. A recent video, "How To Train Google's AI To Send You Customers", clearly explains how Google’s AI now prioritizes useful, structured content over keyword-stuffed pages. We recommend giving it a watch, but here’s what you need to know now and how we are already applying it.

Search Is No Longer Just SEO

Google is powered by large language models. This means it is reading content differently. Instead of just crawling for keywords, it is analyzing intent, structure, clarity, and authority.

Your content needs to be:

• Written to directly answer user questions

• Structured in a way that’s easy for AI to interpret

• Designed for both search visibility and human engagement

We call this approach Answer Optimization. It is replacing traditional SEO and it's essential to reaching buyers today.

LLMAO: Large Language Model Answer Optimization

This is not just a catchy acronym. It’s a strategy shift. Google’s AI is no longer looking for who says it first. It’s looking for who says it best.

What we focus on:

• Intent-based headlines that match real search behavior

• Clean formatting with headers, lists, and questions

• Content enriched with expert insights, visuals, and examples

• Pages that are built to inform, not just to rank
  

We combine AI tools with human expertise to create content that works across all stages of the buyer journey.

Why This Matters to Your Business

Whether you run a custom closet company, a service-based business, or a regional brand, your next customer is searching for clear answers. If your content doesn’t deliver, Google’s AI won’t surface it.

We’ve already helped clients adapt by:

• Updating content structures to match modern search behavior

• Targeting long-tail and local queries with smart formatting

• Earning featured snippets and voice search results

• Improving organic lead quality through smarter targeting
  

The result is more visibility and better conversion.

What We’re Doing at Rise Above It

Our agency was built to adapt. We do not rely on outdated playbooks. Our current content and SEO strategies are designed to align with:

• AI-influenced search algorithms

• Buyer intent and real-time search behavior

• Your long-term brand authority and growth
  

We build campaigns around clear goals, use smart tools to move faster, and never compromise on quality or voice.

The Bottom Line

AI is not optional. It is already baked into Google Search and other platforms. If your content strategy hasn't evolved in the past year, you are likely missing opportunities.

We are here to guide you through this shift, align your brand with modern search behavior, and drive results that matter.

Let’s Connect

If you want to learn more about how AI-driven content and SEO can support your growth goals, reach out to Rise Above It Marketing. We are here to help you stand out, stay ahead, and rise above.

Why Marketing Leadership Should Start with Strategy—And a Fractional CMO

Too often, marketing is treated as a nice-to-have—a supporting act, an afterthought, or worse, a reactionary fix when sales dip. But any business owner who’s lived through aggressive growth, expansion, or the unpredictability of franchising knows the truth:

Marketing isn’t an accessory to the business. It is the business driver.
Brand awareness, lead generation, franchisee support, customer loyalty, digital presence—it all runs through marketing.

And yet, many growing businesses still struggle with how to structure marketing leadership in a way that’s both strategic and sustainable. That’s where the fractional marketing model comes in.

Start With a Fractional CMO, Grow from There

Hiring a Chief Marketing Officer (CMO) can feel like a huge leap—one that many growing companies hesitate to make. But here’s the reframe:

You don’t have to start with a full-time, executive-level salary.
You can start with a fractional marketing leader—someone who brings CMO-level thinking, builds the strategy, and guides execution from day one.

This role isn't about outsourcing your marketing—it’s about owning it at a high level without the overhead. It's having a senior leader in your corner who aligns with leadership, brings clarity, and ensures everything marketing touches has a purpose tied to growth.

Especially in Franchising, Alignment is Everything

Franchise systems face a unique challenge:
You need consistent branding across multiple locations—yet each location has its own local needs, goals, and personalities.

A strong marketing foundation must:

• Develop systems that scale

• Support franchisees with marketing toolkits and localized campaigns

• Balance corporate control with local autonomy

• Align with sales and operations—not sit siloed from them

This is exactly the kind of marketing leadership a fractional CMO delivers. Not only are they developing the playbook—they’re also training the players, managing the field, and ensuring the score reflects the effort.

The Role Evolves

The beauty of starting with a fractional CMO is that the role is built to evolve.

As your internal team grows, as processes become repeatable, and as your business scales, that fractional leader can help you transition to a full-time CMO or build an in-house team—intentionally, and with the right structure from the start.

What you’re avoiding is chaos. You’re skipping the trial-and-error stage of hiring the wrong people or investing in scattered efforts. You’re putting in a system that works, then handing off a well-oiled machine when the time is right.

This Is Exactly What We Do at Rise Above It Marketing

At Rise Above It Marketing, we’ve worked with franchises, small to mid-sized brands, and multi-location businesses to do just that.

We step in as fractional marketing leaders, bringing strategy, structure, and hands-on oversight to:

• Paid media (Google, Meta, LinkedIn, display)

• Local and national campaign strategy

• SEO and content planning

• Email marketing and CRM integration

• Brand messaging and creative oversight

• Franchisee marketing support systems
  

We don’t just build plans—we drive them forward. We partner with sales and leadership. We bring decades of experience—and we’re there until your internal team is ready to take the reins.

If you’re building a franchise brand, scaling a regional business, or simply tired of treating marketing like a guessing game, a fractional model might be your smartest first step.

You don’t have to figure it all out alone.
You just have to start with someone who can lead with clarity.

Interested in learning how Rise Above It Marketing could support your next chapter?
Visit riseaboveitmarketing.com or reach out directly for a conversation.

Why a Small, Always-On Google Performance Max Campaign Is a Smart Move for Any Marketing Budget

We believe in smart growth, strategic action, and building momentum—no matter where you start. When it comes to marketing, success doesn’t always come from the biggest budgets or flashiest launches. Often, it’s the small, consistent strategies that make the biggest impact over time.

One powerful move that perfectly reflects this mindset: always running a small Google Performance Max campaign. No matter how large or small your marketing budget may be, dedicating a small daily spend to a Performance Max campaign can help you stay consistent, visible, and resilient in any market.

Why Keep a Small Budget Running at All Times?

Google’s Performance Max campaigns are built for optimization and resilience—key values we stand behind at Rise Above It. Performance Max taps into all of Google's channels—Search, Display, YouTube, Gmail, and Maps—and dynamically shifts spend based on what’s working best in real time.

With a daily budget as low as $10 per day, you can maintain powerful brand visibility without draining your resources. A small, strategic move that rises above the noise and delivers real value.

Key benefits include:

• Sustained Brand Visibility: Stay top-of-mind, always present for your customers even when they’re not actively searching.

• Smart Support for High-Intent Moments: Consistency pays off when buyers are ready to act.

• Automated Retargeting: Let the platform find and re-engage those who already know your brand but haven’t converted yet.

• Influence Over Time: Intent is sparked through consistency. Especially for larger investments like home improvement or luxury purchases, consistent exposure builds trust and fuels future action.

Consistency Creates Opportunity

We understand that marketing isn’t just about waiting for customers to find you during high-intent moments—it’s about being visible enough to spark intent before it even fully forms.

When customers see your brand consistently—through workwear promotions, home project ideas, or seasonal offers—you aren't just reacting to demand, you're influencing it. You’re shaping their perception, building authority, and creating an advantage long before they begin the buying process.

“A small, steady campaign helps you rise above the competition in subtle, meaningful ways.”

Real-World Proof

At Rise Above It, we’ve seen firsthand how consistent campaigns deliver consistent results:
A local home renovation company invested just $10 per day in Performance Max while running larger seasonal pushes. Over six months:

• Website traffic grew by 22%.

• Retargeting click-through rates doubled.

• The Performance Max campaign achieved a 3.4x Return on Ad Spend (ROAS).

Small steps. Big impact. That’s how you rise.

Keeping a small Google Performance Max campaign running isn't just a budget decision—it’s a strategic move rooted in consistency, resilience, and influence.

By staying visible, engaging potential buyers early, and using data to optimize every move, you can rise above your competitors—and above market noise—to create real, lasting connections with your audience.

At Rise Above It, we champion smart, sustainable strategies. And a small, steady Performance Max campaign? It’s one of the smartest ways to support your brand’s growth.

BEGIN TODAY!