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Laurie Buckle is the Founder and CEO of CookIt Media, an influencer marketing and talent management agency with expertise in the food and lifestyle space. With more than three decades of experience in food publishing and media, she has helped dozens of food bloggers and creators develop their brand stories, content strategies, and business growth plans. An alum of renowned publications including Bon Appétit, Fine Cooking, and Better Homes & Gardens, Laurie brings a unique perspective at the intersection of media, talent, content, and brand partnerships.
In this episode…In the creator economy, attention may start with a post, but long-term success depends on what happens beyond it. Brands want measurable results, creators want to protect their voice, and both sides are trying to build something that lasts. So how can creator-led businesses stay relevant, valuable, and sustainable as platforms, algorithms, and marketing expectations continue to shift?
Laurie Buckle, a food media and creator economy expert, believes the answer is moving beyond one-off brand partnerships and building diversified businesses rooted in authentic content, trusted relationships, and long-term strategy. Rather than treating creators like sales channels, brands need to understand that the strongest partnerships happen when creators can make content they know will work for their audience while brands influence the process without over-controlling it. Laurie also emphasizes that success is not always a clean conversion path; influence often shows up through awareness, trust, engagement, and eventual purchase behavior that is difficult to track one-to-one. For creators, her advice is to focus on great content, build lasting partnerships, and expand into revenue streams like websites, cookbooks, product lines, and other brand extensions that increase both income and relevance.
In this episode of The Missing Ingredient, CJ Bruce talks with Laurie Buckle, Founder and CEO of CookIt Media, about future-proofing creator businesses. Laurie explains how creators can diversify beyond brand deals, why authentic content outlasts algorithm changes, and how long-term partnerships benefit brands and creators. She also touches on AI, in-person relationships, and emerging food and supplement trends.
