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For B2C Marketing Professionals

Lift Content Marketing Spending Power Through Brand Partnerships

Cooperate Across Categories On Content Marketing For Reach, Lead Generation, Advocacy, And Content Expertise

October 10, 2014

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  • By Ryan Skinner
  • with Luca S. Paderni,
  • Samantha Merlivat,
  • Kasia Madej

Why Read This Report

More and more marketers are producing content to target the same audiences. This hurts brands in two ways: Consumers drown in stories, making it harder for marketers to reach them and create a response. And it's an inefficient use of resources, as thousands of brands duplicate each other's efforts. To avoid these pitfalls and make more-efficient use of resources, smart marketers are joining forces with other like-minded brands to create, distribute, and promote customer-centric content. Marketers should prepare for this new kind of collaboration — how to identify partners, how to contact them, and how to structure the partnership. This report distills insights from marketers who have pioneered these content partnerships and provides marketing leaders with a framework to launch their own and get the most out of their content partnership initiatives.

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