Welcome to Marketing Monday, where I give you tips and tricks for being your own content marketer. This week’s post is all about why you need a content partner.
A content partner is another content creator with whom you team up so you can help distribute each other’s content. That means, in addition to pushing out your own blog posts/videos/etc. on your social media channels, you’re also posting links to the content created by your content partner and they’re publishing links to your content on their platforms.
This can work in all aspects of content creation and promotion. Whether you’re following them on social media and reposting their posts, linking to their site in your social media posts and/or in your blog posts, there are plenty of ways and reasons to partner with another content creator.
They can be in your industry, but they don’t have to be. They could even be a client of yours. Or a vendor you use. Either way, by helping to distribute each others’ content, you’re expanding both your audiences because people following them who aren’t following you may decide to follow you after having seen you on your content partner’s platform, and vice versa.
It also adds value to both of your brands, but only if you’re picky about whom to partner with. Don’t partner with just anyone. Partner with someone with whom you’re already working, you would like to work, or you would recommend to someone else. That’s essentially what you’re doing by helping to distribute their content: you’re recommending their content (and by extension, their brand) to your audience. They are also doing the same thing for you by distributing your work to their audience.
A couple months ago I wrote a post about curated content, describing what it is and why you need to include it as part of your content marketing strategy. The concept of putting so much work into creating content, only to go out and promote someone else’s content can feel very counter-intuitive to a lot of people, especially if you’re competitive by nature, but having a content partner can assuage any doubts you may have in that area. With a content partner, you’re getting as much as you’re giving because they’re also pushing out your content to their audience while you’re doing the same thing for them. It’s a win/win strategy, the value of which should be easily recognized by all content creators.
Also keep in mind that content partners are not necessarily your competition. They can be, but if they’re working in a different industry, then you have nothing to lose by recommending them to your audience. On the other hand, if they’re in your industry, but they serve a different niche than yours, you still have nothing to lose by pointing their audience their way and letting them help direct your audience to your brand.
Even if your partner isn’t fulfilling their end of the deal, it still benefits you to distribute their content. When people realize you can help them find reliable sources of quality content, it can only work to your benefit. It enhances the value of your own brand, and establishes you as an authority in your field because you’re providing evidence that you know where the information is – that means people will come to you the next time they have a question about your industry.
You should probably check to make sure your partner is fulfilling their end of the deal. If not, like I said, it may still be worth it to you to continue pushing out their content, but if it isn’t, you don’t have to feel obligated to continue. There really is no situation in which you can lose by forming a content partnership, as long as you check the quality of the other person’s content before doing so.
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