5 Ways to Bring More Collaboration Into Your Content Marketing Strategy

Content marketing is inherently a consumer-focused type of marketing and while you want your message to seem like it speaks directly, uniquely to each consumer, the truth is most of the type you are marketing to a group of consumers, what is commonly known as personas. As such, the more distinctive and unique perspective you bring to the equation when you are trying to tailor your message, the better chance you’ll have of hitting the heart of a large number of consumers. Collaborating with others doesn’t just help you reach a broader audience, it also saves you time and can help streamline your department.

When it comes to any creative endeavor collaboration has advantages, but can be difficult to nail down.  With content marketing specifically, content marketing can take on many forms that make it easier to accomplish than many other types of marketing departments. Content marketing asks for unique, outside of the box ideas, and as so, allows for more seemingly unrelated ideas to be usable, if not wholeheartedly relevant and debatably necessary. To bring more collaboration to your content marketing, consider these avenues.

Interviews and Panels

The same way people love watching documentaries, consumers relate to and enjoy interviews that are published bluntly and uncesnsored. In this case, the rawer you go the better. Every answer doesn’t have to have perfect grammar and the content can get way out of the box you intended it to stay in – which excites audiences.

When you do interviews, you always have a variety of ways to use the content, from video pieces and memes to long, editorial-heavy whitepapers. The fact that you are highlighting another person, or group of people, shows transparency, which is naturally appealing to your consumers. To get the most out of interviews, spread your compass wide and interview individuals who consumers might not be expecting to hear from.


Podcasts are golden, untapped resources in the content marketing world. They generate great value for consumers (as well as generate buzz for your company) and require little costs to get going. Advertising them to audiences can be a challenge and this is one medium where you’re hanging from word-of-mouth marketing as well as reviews. Podcasts can act as a way to conduct an interview, but because they are series they have a more long-lasting run and can work as a marketing tool months and even years after they are recorded.

Cross-Medium Partnerships

Creating the right type of partnerships is where many marketers miss the boat. Often it’s easy to have your eye set on one or a handful of high-ranking, authoritative sites and put all of your outreach focus into finding your way onto them. Rather than focusing energy individually, one by one, on partners, the more strategic route is to create cross-medium partnerships.

The best and, arguably, the easiest way to create these partnerships it to determine what medium you are best at, and then find partners who dominate other mediums and, importantly, could benefit from the one you already dominate. As with any partnership, the more you can offer others upfront, the easier it will be to get your foot in the door with companies and individuals you think may be out of your league per say.

Influencer Contributions

It doesn’t matter how well-renowned an individual is; they usually still crave more and more spotlight. You can take advantage of this by offering opportunities for influencers to spread their word and market themselves, which in turn helps to market your company and products or services.

The best influencer contributions will benefit both parties, but it doesn’t always look as equal on the outside. Usually, you’ll have to give something ‘more’ (such as payment) to get a big name associated with your company, which is generally worth the spend. If you find yourself in the lucky case that you can arrange for a contribution without paying for it all the better. No matter how you get it, having an authoritative name associated with your company is usually worth the cost, as long as it’s not going to require a huge chunk of your budget.

Case Studies

Case studies are both easy to do and hold a lot of value. They demonstrate exact ways in which your company provides value to others without being too showy about it. Case studies just take a little ahead of time thinking to formulate and then sometime after the fact to put together but they can be priceless. They often result in raw stats you can proclaim loudly and give you an edge over any competition.

One of the best parts about case studies is they’re a ‘gift’ you can give to your sales team when selling your product or service. Arranging to have a case study ahead of time can help your sales team nail down costs and gives your sales team an extra tool to get a deal signed that might not have gone through otherwise. Especially if you’re at the beginning stages of your company or product release, case studies are exceptionally easy but are also easy to overlook.