The content creator (or influencer) has become an indispensable part of the marketing mix of a large part of business entities and has been analyzed as a means of marketing in numerous professional and scientific works. However, the content creator is rarely seen as a separate business entity, therefore this paper will focus on the mentioned topic. The aim of the paper is to identify the challenges in creating marketing strategies for the needs of content creators and find a way to eliminate the difficulties encountered by this specific group of business entities and ultimately create an applicable and successful marketing strategy. In the first part of the paper, the key theoretical concepts are explained, including the concept of marketing strategy itself, its importance, as well as the challenges that arise when creating and then operationalizing a marketing strategy. Then the concept of influencer itself was presented, their role and importance in the field of marketing. The second part of the paper concentrates on the content creator's marketing strategy, which is elaborated on the example of the business of the well-known influencer Ivana Mišković. A proposal for the marketing strategy of the content creator Ivana Mišković was made, after which the differences and difficulties in the creation and implementation of the influencer marketing strategy compared to the marketing strategy of the manufacturing company were identified. The analysis of separate elements of the marketing mix using the example of influencer Ivana Mišković gives insight into specific distribution as well as the risks of promoting different products.