When you have a question, the internet is the first place you turn to for an answer. Your customers do the same. In fact, statistics show that Google resolves around 3.8 million searches per minute. The response to these search results is content.
Content marketing caters to a wide range of audiences. From blog posts to news stories, every individual is exposed to content daily. Publishing creative content is the key to establishing authority in the digital realm for businesses.
That said, building a content plan requires some finesse. This is why most companies leverage the content co-creation marketing approach to perfect their strategy. So, let’s look at how you can use content co-creation marketing to build your brand, particularly online.
What is content co-creation in marketing?
As the name suggests, content co-creation in marketing empowers companies to collaborate with third parties, including another company, an influencer, or an organisation, to create a robust content strategy. Content co-creation can include all types of content, including the likes of videos and infographics, among others.
Here are a few benefits of content marketing.
Increases your reach online
One of the most significant benefits of content marketing is targeting a much wider audience. Collaborating with other well-known brands or influencers allows you to get your business’s name in front of your ideal customer.
You can benefit from their marketing campaigns
Content co-creation marketing approach gives access to tools and marketing ideas. For example, if you’re working with a well-established brand that has created successful marketing campaigns, you can take advantage of the tools and strategies they employ.
Build brand connections
Collaborations with other brands are also great for networking. Pooling resources with other firms within and outside your industry can help you strengthen relationships and build strong partnerships that can be fruitful in the long term.
Creating exceptional campaigns
Lastly, content co-creation partnerships enable you and your partner to infuse your creativity into compelling campaigns that yield optimal results. As you have twice as many resources and imaginative thinkers working on a campaign, these partnerships are rewarding for all parties involved.
Content Co-Creation Marketing Success Stories
Content co-creation marketing is beneficial for all the parties involved. In addition to helping brands gain recognition, the approach also increases sales and creates opportunities to branch out. Let’s take a look at some content co-creation marketing examples next.
Tastee Fried Chicken and Oando: The Odd Pairing
The premium quick service restaurant was able to put many over its competitors with its successful partnership with the oil giant, Oando. The partnership gave TFC the opportunity to leverage the spread of Oando retail outlets in expanding its network of restaurant outlets. This worked very well and the success story is a model that has since been copied by other brands.
Kanye West and Adidas: The Dream Team
One of the most successful content co-creation marketing stories is the partnership of Kanye West and Adidas. The Grammy-award-winning rapper collaborated with Adidas’s high-end footwear brand to create Yeezy sneakers. This partnership resulted in significant revenue for both the parties involved. Though the deal eventually ran into troubled waters, it was great while it lasted.
Alexander Wang and H&M: Simply Unbelievable
One of the stranger content co-creation approaches is the partnership between H&M and Alexander Wang. H&M, an affordable clothing store, collaborated with Alexander Wang, a reputable designer creating luxury clothing, to make the brand more appealing to a broader audience.
Content Co-Creation Strategies
Parallel to all other marketing strategies, your content co-creation approach needs to be strategic. Your business must plan the details, including the company you are partnering with, the type of content you are creating, and the marketing channels you’re using. Let’s take a look at how you can create co-creation content strategies.
Pick the right company
The first thing you need to decide is who your content creation partner will be. While most brands take the traditional route of choosing a partner that sells similar products, you can also work with brands operating in a completely different industry.
That said, you need to consider a few things before selecting your collaborator, including the following:
- Does the brand have an audience you want to target?
- Can the brand’s content compliment yours?
- Is their content impressive?
- Does your audience like the brand’s content?
- Does the brand have a content strategy that your team can learn from?
- Does the business have a strong following on social media?
- Is the brand established on the platforms you’re targeting?
- Is their product or service different enough from your brand, so they are not a direct competitor?
Pick the right channels.
The next stage is selecting the proper channels to promote your content. With content co-creation, the possibilities are endless. From creating social media posts to writing in-depth blog posts, you have the authority to connect with audiences in a variety of ways.
Create attention-grabbing content
Once you have decided which channel you want to publish your content on, the next stage is to create the content. Of course, each platform has different requirements for the types of posts you make. However, it’s essential to create posts that demand attention regardless of the channel you use.
Last line
To build a great brand, you need to increase your reach. Content co-creation strategies can help you present your brand to a broader range of customers with guaranteed success and increased market share.
