Does this sound like your company?
You don’t want to run ads — maybe there isn’t a scalable channel to reach your customers, or maybe you don’t want to rely on paid marketing so early on.
You are open to investing in SEO, but you know it takes months to get results.
You are ramping up a sales team but that doesn’t solve the top-of-funnel leads problem.
You might have written some case studies or educational content on your company blog but there’s little to no traffic.
One option that I’ve seen work to attract net new customers in a brand-accretive way is to set up content partnerships.
Content partnerships are when your company writes an article that’s distributed to not only your audience, but also a partners’ audience[0]. The partner that you’re working with should have an overlapping audience with your company, while also having a lot of “net new” readers.
A content partnership strategy is used either to increase demand for your company’s product (CTA: try product; talk to sales team) or increase company awareness (CTA: capture emails). Content partnerships are great for when you don’t have an audience yet but have relationships with company’s or communities who do have audiences.
Many content partnerships are a win-win:
In this post, I’ll walk through the content partnerships process I used at Compound. The post will be about:
Will finish up the post talking about metrics & tracking. Let’s get into it.
[0] The article could be also distributed to your own audience and it can be hosted on either party’s website (more on that below).
To kick off content partnerships, we started by figuring out who we wanted to partner with. For this post I’ll be focusing on companies, brands, and communities instead of influencers and creators (for another post).
Initially, we came up with the following criteria:
Once we did several of the partnerships, we added to the criteria:
Most of the above criteria was for our sanity as marketers. Our CEO already knew a lot of brands that he wanted to partner with and it was on us to prioritize which ones to write for and in which order. I’m guessing that many CEOs are similar as they typically understand their problem space quite well. (If you don’t have any ideas for partners, shoot me a note — happy to brainstorm methods to get ideas).
To get started with content partnerships, we needed to get in touch with partners and propose a partnership.
To do the initial outreach, we often leveraged our CEO, investors, and champions of our product to get warm introductions. (the power users who loved us and were already making referrals). Just like any sales process, the channel and framing for how you enter the conversation matters as much as anything. Cold outreach works for some companies, but we focused on warm introductions first. Warm intros had a much higher conversion rate.
For the initial outreach email, I found that writing in a casual tone worked better than writing in a formal tone. If you are using an intro from the CEO or investors to start the partnership, consider sending a separate email from you to the CEO and then they can forward. This makes it seem more like, “help me do my marketing team a favor,” rather than, “can you do me a favor?”
We always kept the value prop in the initial email simple. “Open to doing a content partnership?” Additionally, if you are getting intros from the CEO or investors, you’ll likely be intro’d to other CEOs. The CEOs won’t be involved in the execution of the content, so work with the marketing / content / partnership person on their side to set something up.
Once we got on a call with their content team, we were both evaluating each other. Here are some questions we focused on in the initial call:
When we got on calls with another company that wants to do content with us, a lot of times neither party had a firm plan or proposal. Making the decision about what to do was part of our value. If we came to the meeting prepared with content ideas, a timeline, and a promotion strategy, it made it a lot easier for the other party to say yes.
A few other notes about making a proposal:
If the last section was about the “partnerships” side of content partnerships, this section is about the “content” side.
To kick off a partnership, I often suggested a few topic ideas for posts (and sometimes a few bullet points per post). Coming up with ideas for content partnerships posts wasn’t hard. Often there are 3-6 key themes that we talked about in our own blog. We could use one of those themes and combine it with the partner’s audience to create a topic.
For example, I wrote this post for Compound and levels.fyi. The topic was “equity in your tech job offer”. This topic was one of the key themes that Compound often discusses (tech employee equity) mixed with the levels.fyi audience that was focused on overall tech compensation.
Once you have agreement on the article that you are going to write, you have to write the article. Writing content deserves an entire blog’s worth of articles to explain, but here are a few principles that are particularly relevant here:
The final step is to figure out promotion and distribution of the post. There are basically two main questions:
When I did content partnerships, I typically offered to both write the post and have the partner host it on their website. In exchange, we would send to both email lists (usually the partners list was larger), share on both companies’ social media accounts, and rehost on our website a few weeks later with a link back to the original post.
Your mileage may vary but this has worked well for me.
The goal will determine which metric you track for partner content.
Goal 1: trust. Sometimes partner content is building trust — maybe the partner is a leader in the space and it’s a priority to place your logo next to theirs rather than drive a certain amount of traffic, leads, or revenue. These are valuable because prospects and leads
Goal 2: brand awareness. In this case, your goal is to get in front of as many new prospects as possible. Your KPI here will be either an impression metric on the post (page views or email opens) or new visitors to your own website.
Goal 3: leads. In this case, leads will be your main KPI and you can back into conversion through website traffic.
Just like with any growth strategy, we used these metrics to understand if it was working (continue) or not (stop). There are other ways to build a brand and generate leads, but this could be useful in your growth strategy.
If you want to chat about content partnerships at your startup, feel free to shoot me a note at adam [at] adamkeesling [dot] com.
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