Here’s a quick-and-clean slice from the The Super Awesome Totally Wicked Definitive Manual of Marketing Automation on using content partnerships to supercharge your next campaign.
In planning past campaigns, we’ve found that you can get much more mileage when you bring other people into your content creation efforts.
Partnerships are the best way to create content in a very quick manner, and to also tap into other audiences that you wouldn’t have on your own with any kind of legitimacy.
Go where your buyers are
It helps to know where your buyers are congregating and consuming content. Never be afraid to check out your buyers on social media. This is very valuable, as you can determine who they are engaging with, who’s content they are sharing, which ultimately will lead you to the thought leaders in a given area.
Look for versatility
When seeking partners, always try to find people who are versatile and have done enough to have credibility, and speak to tactics. It legitimizes the entire campaign when people see that there’s just not one person working on it. Be fully aware that you don’t have hundreds of buyers swarming your site waiting for new content, and as such it makes good sense to partner with people who have established followings that can amplify the message.
Access isn’t everything
Most people put too much emphasis on getting access to people, when the real focus should be on relationship-building. Always bring value to the table. For example, if you have an in-house design team, offer to create co-branded assets for the campaign. If you have a crack team of writers, offer to do the heavy lifting on the writing portion. Above all, offer value. Know that these people built their followings on providing value, and follow suit.
Informative content is only half of the recipe.
There has to be some fun sprinkled in, or people are going to learn from your content but never share it. And, as we all know, share-ability is a big component of content marketing. Without sharing, your content is left to wither on your company’s blog page, forgotten.
Nobody likes forgotten content.
Creating informative content, with an element of fun and humor, was our goal as we were crafting The Super Awesome Totally Wicked Definitive Manual of Marketing Automation.
We hope you have a much fun reading as we did creating. Cheers!