Two Audiences Are Better Than One
Content partnerships are simple.
You team up with a complementary (not competing) brand. You create content together. You both promote it to your respective audiences.
Your audience + their audience = a bigger pie for everyone.
Partnership Content Types
Co-authored guides. You write half, they write half. Both brands get credit and promotion.
Joint webinars. Two experts are more compelling than one. Both brands promote to their lists.
Shared research. Pool resources for an industry survey or report. Split the costs and the distribution. This kind of original data is what earns natural backlinks.
Cross-promotion. Feature each other's content in your newsletters. Simple. Free. Effective.
Finding the Right Partners
Look for companies that share your audience but don't compete with you.
If you sell SEO tools, partner with a web design agency. If you do content marketing, partner with an email marketing platform.
Same audience. Different product. No conflict.
The Pitch
Keep it simple. "We both serve [audience]. Want to create [content type] together and promote it to both our lists?"
If their audience is significantly bigger, sweeten the deal. Offer to do most of the production work. For more distribution tactics, check our guides on guest posting for distribution and influencer promotion.
Make sure your side of the partnership is optimized. SEO Checkup -- 113 tasks, 4 checklists, free, 30 seconds.
Moz's SEO guide is a great resource to share with partners to ensure both sides are optimizing properly.
Partner up. Reach further.