The First-Ever Content Creator Summit at h+h americas 2024
We kicked off h+h americas 2024 with the FIRST-EVER Content Creator Summit created in partnership between h+h americas and gosadi. The day was a whirlwind full of inspiration, education, and networking, that left both creators & brands ready to hit the show floor running.
From educational presentations to insightful panel discussions with industry leaders, and even a new Brand Mixer speed dating event, the summit offered a comprehensive exploration of the ever-evolving landscape of the creator/brand relationship within the stitching and crafting community.
leveraging generative AI for designers & creative businesses
The Summit kicked off with an immersive presentation led by gosadi’s very own crafty coder, Michele Costa, delving into the world of how to leverage AI for designers and creative businesses. Attendees were introduced to the transformative power of AI in streamlining pattern design and e-commerce, unlocking endless possibilities to revolutionize their creative processes and harnessing the power of data driven decision making.
This presentation brought together two of Michele’s favorite topics, technology & streamlining makers’ processes with the goal of helping creators and brands elevate their e-commerce process.
affiliates & brand partnerships panel
A dynamic panel discussion on Affiliates & Better Brand Partnerships provided invaluable insights into navigating successful collaborations in the competitive world of stitchwear design and crafts.
Samantha Brunson, of gosadi, was joined by Stacey Winklepleck the Pattern Director at Knit Picks, Tara Swiger the Marketing Coordinator at SewTites, Dawn Prickett Owner and creative director at Twice Sheared Sheep, Anthony Bowser the Social Media + Influencer Manager at Premier Yarns, and Katelyn Moll the Influencer and Content Marketing Manager at WeCrochet for an impactful and lively discussion of Affiliate Marketing trends.And the big news alert: Affiliate Marketing is in fact not dead! It is alive and thriving!
These industry experts shared best practices and strategies for securing lucrative partnerships and fostering lasting relationships with brands and how to build successful affiliate campaigns. While this panel went deep into steps both creators and brands need to take to build relationships it was Anthony who pointed out an important reminder to the crowd “social media should be fun!” A lesson that set the tone for the rest of the day.
marketing for content creators presentation
The Summit also featured a presentation on Marketing for Content Creators, hosted by Samantha, focused on empowering attendees to elevate their online presence and advocate for themselves in the digital landscape.
After a brief presentation, Samantha was joined by gosadi designers Carolyn Zick of CouleeCraft, Tamara Kelly of Moogly, Lauren of Mother of Purl, and Natalie Thomas of Detroit Knots for a panel discussion.
The conversation was filled with practical tips for social media management and advice on how creators should be navigating collaborations with yarn companies. While this session was filled with action steps for creators, Natalie Thomas drove home the advice that creators need to remain true to themselves and do what feels authentic for their unique brands and communities.
craft books panel: publishing in crafts
Aspiring authors and creators gathered for an enlightening panel discussion on the state of Publishing in Crafts, hosted by Trisha Malcolm, and featuring panelists Patty Lyons Teacher / Author, Amy Barrett-Daffin Publisher at C&T Publishing & Creative Spark Online Learning, Safiyyah Talley author, and Anne Woodcock Marketing and Publicity Director for Search Press North AmericaAudience members walked away gaining valuable insights into the complex and ever-changing world of craft book publishing.
This mix of both seasoned authors, first-time authors, and publishers provided a comprehensive guide to navigating the publishing process successfully, from crafting proposals to promoting finished works.
Trisha started the discussion by pointing out that the vast landscape of publishing in crafts has changed over the last ten years but it is still a path for authors. One point driven home was that the days of making a ton of money in publishing a book may be gone, BUT creators can use books to grow and accelerate their success.
e-commerce tips for creators & vendors
Led by Michele Costa, this presentation was designed for creators and small business owners. It offered invaluable insights into the intricacies of selling online while also delving into the distinctions between marketplaces and platforms, giving the audience the information they need in order to choose the right option for their unique businesses.
From SEO best practices that enhance your online visibility to pricing tips that optimize your profitability, Michele shared her decade's worth of knowledge as a designer and business owner to help brands and creators stand out in a crowded marketplace.
collaboration: brands & creators working together
The final panel of the day was also our most jam packed lineup and full of insights and discussions on how to have better brand collaborations.
Hosted by Leanne Pressly the CEO of Stitchcraft Marketing. Leanne was joined by Margaux Hufnagel the Marketing + Creative Director at Berroco, Inc, Alexis Wilson-Castaldi the Brand Director at crochet.com, Nick Hagen the Marketing Director, KnitPicks.com & Crochet.com was there representing Knit Picks, Tara Swiger the Marketing Coordinator at SewTites, Anthony Venezia the Head of Marketing at Knitting Fever Inc, Kristin Oldach of KraeO, Allison Williamson the Digital Marketing Manager at Yarnspirations, and Maria Elena Velardi, the Marketing Director at Benartex; this panel could have gone another hour with this wealth of knowledge and lively discussion from the Brand point of view.
From deep conversations about how creators can work with the brands they love to the question we all want to know…how much should YOU charge for your content, this panel added true value to all who attended.
brand mix & matching
The centerpiece event of the Summit was the Brand Mix & Matching mixer, dedicated to being the spark that leads to meaningful connections between brands and creators. Attendees engaged in curated matchmaking sessions, laying the groundwork for future collaborations that transcend the event.
Guests had five minutes per brand table to hear what the brands are actively looking for in a potential collaboration as well as a brief overview of their various creator-focused programs. This mixer will form the foundation for collaborations throughout the year ahead and was the most talked about event of the day.
content creator party
The Summit concluded with a grand finale Content Creator Party, which blended inspiration with a networking opportunity. Brands had the opportunity to pitch directly to creators, while attendees enjoyed seeing new products up close in a relaxed networking environment.
show floor preview and sample it
The evening came to a close with a Show Floor Preview, allowing brands and creators to solidify connections before the show opened its doors. Attendees had the chance to tour the h+h floor ahead of the doors opening the following day. And Sample It kicked off the week of buying at the show.
It’s safe to say that the Content Creator Summit at h+h Americas 2024 was a success, bringing together industry leaders, creators, and brands for a week of collaboration, education, and inspiration. Personally, we are excited to see not only the new connections that will come out of the show but also the collaborations that will come to life in the months ahead.
Will we see you next year?