As a creator, your niche is your superpower for finding and retaining an audience. But is honing a super-specific category leaving advertising dollars on the table?

This week, Jess Coppom of Make & Do Crew, wonders if she should expand her crochet content to attract advertisers. 

To give Jess the best advice, we pulled in MaryRay Lombardo, Raptive’s SVP of Advertising Partnerships. She explains why advertisers are drawn to creator sites, and what they’re looking for. She brings the latest research to help creators find ways to attract more ad dollars without alienating their devoted audiences. 

Free creator resources:

• Raptive & Nielsen 2024 case study on brand effectiveness in the creator ecosystem
• Raptive Intelligence: Smarter ad targeting for better campaigns
• Meet Katie Swanson, Manager, Email Identity Performance

Resources for Raptive members:

• What is programmatic advertising?
• 9 ways to improve user experience

What does YouTube really want? For years, it was long-form content, where more minutes meant more revenue. But after the TikTok takeover, YouTube abruptly pivoted to short-form, which is great for getting creators more eyeballs, but not as great for ad dollars. 

This week’s creator, Aimee Page of the Crazy Craft Lady, has had success on YouTube with long-form content. But should she suddenly start creating short-form content to keep up with this trend? How should creators meet the algorithm at this moment? And, most of all: where do they find the time?

Fresh off Made on YouTube 2025, we’re joined by Linda Petta, who delivers the hottest updates about what YouTube is doing to help creators out. Linda shares the best strategies she’s learned from years of helping creators achieve the biggest ROI from their efforts. 

Free creator resources:

• The next 20: Powering the future of entertainment together at Made on YouTube

Resources for Raptive members:

• Turn your video views into sales with YouTube Shopping

Where did all my clicks go? This is a common question we’ve been hearing over the last few years as traffic has plummeted for creators across the board.

Our creator this week, Organically Addison, has noticed that Google is ranking Quora or Reddit forums above her gluten-free recipes. Is that where her traffic went? 

Tom Critchlow, Raptive’s EVP of Audience Growth, joins Stephanie to explain  what happened. As it turns out, it’s a bit more complicated than just favoring community forums. But there’s good news: Tom has a bunch of simple, tactical SEO tricks you can apply today to help improve your traffic.

Free creator resources:

• What Google’s June 2025 core update means for creators
• Analyzing the impact of Google’s helpful content updates
• What Google’s new AI Overviews means for Raptive creators and publishers
• Our take on the future of search: SEO, GEO, and beyond

Resources for Raptive members:

• Strengthen your site by reviewing low-performing content
• Recipe roundups outperform single recipes: here’s how to make yours stand out
• Optimize your above-the-fold content to boost credibility and clicks
• Unlocking the power of Google Discover
• How using one date improves SEO and click-through rates
• A smarter SEO framework for updating recipes the right way
• About page vs. author page: why both matter for brand and creator credibility
• The ultimate guide to refreshing content to boost rankings and drive traffic
• The ultimate guide to content production for audience and traffic growth

The relationship between Google and creators has hit a rough patch. What was a match made in heaven–Google provided the platform, and creators provided the quality content searchers were looking for–has soured. With the rollout of AI Overviews and AI mode, creators are feeling left in the lurch, losing clicks and struggling to see a future with Google. The team behind the Inspired Taste website shares their story and asks: Is it time to break up with Google?

Stephanie brings in expert Paul Bannister, Raptive’s Chief Strategy Officer, to counsel the pair and share his wisdom on how creators can look at this moment in their relationship with Google and build a stronger future in the face of AI. 

Free creator resources:

What Google’s June 2025 core update means for creators

What the DOJ’s ruling on Google means for creators and publishers

How creator-led retreats help build a stronger brand

Resources for Raptive members:

How to improve content quality, according to Google’s latest Search Quality Rater Guidelines

5 high-impact email plays that drive growth

About page vs. author page: why both matter for brand and creator credibility 

Auto-DM tools: 7 expert tips for driving social traffic and email sign-ups

The advice show for web creators who are going through it. Each week, host Stephanie Woodin and an expert guest take calls from creators who are up against today’s challenges: AI updates, diversifying revenue streams, rebranding, or struggling with burnout – and we bring you actionable, data driven advice. 

If you want to leave a question or an idea for a future episode, get in touch at [email protected].