It's also becoming harder for businesses to ensure their content reaches the right audience. Strategic partnerships through content amplification can help solve this problem.
Have you noticed how noisy the online space has become lately? Study after study shows that over 90 per cent of companies invest in content marketing. Just scroll through your social feeds, and you’ll likely see a bunch of informative articles, eye-catching images, and engaging videos.
Now, having an overflowing buffet of content sounds pretty nice. More resources are available to a customer, right? Well, yes and no. While some of this stuff is pretty great, not all content is created equal. Sturgeon’s law suggests that 90% of everything is crud. So, sifting through it to find the good 10% can get tiring.
And from a business perspective, ensuring your content gets seen by the right people is tougher than ever. You might spend weeks crafting an epic blog post, only to have it barely make a ripple once it’s published. Not exactly encouraging!
So, what can we do about this jam-packed, oversaturated situation?
Enter content amplification through strategic partnerships!
Content amplification is all about taking what you’ve already created and giving it some rocket boosters to expand that reach even further. I’m talking about joint promotions across multiple channels, collaborations with influencers in your niche, and more.
It moves beyond just blasting your stuff on social media or sending it to your email list.
The core goals are:
Of course, you’ll need to find collaborative partners first.
Consider looking at a few key groups:
Connect with industry leaders who create content for or speak directly to your target customers. Their credibility's halo effect makes them powerful amplification partners.
You don’t necessarily need to land a partnership with Gary Vee from the get-go (though props if you can!). Scores of microinfluencers with engaged, niche audiences are perfect for content partnerships.
Seek out companies that serve a similar customer persona but don’t directly compete with your core products or services. Alignment is key here.
For example, an HR software company could partner with a recruiter training organisation on contributor content. An electronics store might collaborate with a gaming news site on co-hosted webinars.
Remember industry-specific publications that are always looking for great stories or guest contributors. News outlets, podcasters, bloggers, and others would love to feature your perspectives and expertise for their audiences.
I’m sure some of the above possibilities have those creative juices flowing! But to explain why content partnerships can be so powerful, let’s break down a few specifics.
Tap into Their Audience: A strategic partnership grants you access to a new group of prospects who already know, like and trust whoever you team up with. You instantly get to leverage their brand equity. These people likely overlap with your target audience but may not have heard of you yet. By creating compelling, co-created content, you can get on their radar.
Benefit from Social Proof: When an influencer, media company, or complementary brand co-signs your content with a promotion, it acts as built-in social validation. Their stamp of approval signals to their audience that your work is worth paying attention to, which translates into higher perceived authority and trust.
Boost Brand Awareness: Last but certainly not least, content partnerships get your name and expertise in front of fresh faces. Even if they don’t convert immediately, they build vital brand awareness for the future.
Think of it like networking at an industry event. You might not do business with every new contact immediately, but planting those seeds is invaluable.
Alright, so it’s clear that strategic content partnerships can work wonders! But how do you find collaborators and convince them it’s a win-win?
Start by getting ultra-clear on your target audience and what message resonates with who you partner with needs to align with those core elements for amplification to work.
Ask yourself:
When approaching potential partners, be ready to articulate exactly how your audience, content style and goals mesh with theirs. Show you’ve done your homework!
Major bonus points if you’re already familiar with influencers or media outlets in your niche. But if not, here are a few places to start your search:
Once you’ve identified some promising prospects, emphasise the unique value you bring to the table before asking for anything.
Show them why partnering with you would benefit their audience and objectives. Get them excited by suggesting creative co-promotion ideas with customisable details they can say yes or no to. The initial ask is critical!
Sweet! You’ve sealed a partnership with an influencer, complementary business, or media outlet. Give yourself a high five, and then let’s talk specifics on how you can collaborate.
Joint content projects tend to perform exceptionally well because they’re designed with built-in amplification. You instantly double the promotion power!
Here are some favourites:
Team up to produce resources filled with your combined expertise, like:
Take assets you’ve already produced and shine a spotlight on them across each other’s channels:
Design collaborative experiences to supercharge engagement:
Those are just a few examples to spark ideas. When it comes to partnerships, think outside the box!
Whew, we covered a lot of ground! By this point, you hopefully feel fired up to start content partnerships that expand your reach and visibility.
Real quick before you jet off: Be sure to have clear success metrics lined up so you can track results and continue optimising.
Analyse both the quantitative and qualitative data. Numbers aren’t everything!
Use what you learn to refine your strategy for even bigger wins in the future!
Thanks for hanging out! Now get out there and spread those content wings. Just think of all the people waiting to discover the helpful, enlightening resources you create.
When the right partnerships help lift your work higher, it’s a victory for everyone.
