The Latest Trend in Content: Teaming Up
The latest trend in content marketing may be surprising — many brands are teaming up with other brands for co-marketing campaigns. In his latest “mini-podcast” Ryan Skinner of Forrester Research discusses this new trend and interviews four marketing managers who are experimenting with it. Brands that have created co-branded content (i.e. webinars, eBooks) include HubSpot and Oracle. Skinner notes several advantages to this team approach:
So once you start trying to classify why marketers do branded content partnerships or co-marketing activities, you’ll find that they do these things for different reasons. Targeting a common audience, while not competing, is a big one. Tapping into talent to help you create great content is another reason.”
Skinner also provides a few downfalls to co-marketing that we should look out for, such as misaligned goals. Listen to his full podcast (don’t worry, it’s only 8 minutes long!) for more expert tips on the topic. Download our Content Marketing Tactics Planner for additional strategic advice.
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