How to Accelerate Reach and Engagement of B2B Content Through Co-Creation
By Nick Nelson
“Look, I made this!”
Sharing things we create is a human compulsion that traces back to childhood. Whether you’re showing your mom a drawing so she can pin it up on the fridge, or linking social media followers to your latest blog post, it’s natural for people of all ages to proudly broadcast their creative output.
Therein lies the power of co-creation for content amplification. “If you want your content reach to be great, ask your community to participate.”
Let’s explore this approach to content collaboration from a B2B marketing perspective.
Why Co-create Content for B2B Marketing?
There are many benefits to collaborative content creation. TopRank Marketing CEO Lee Odden covered several in his writeup last year on winning at B2B influence with the magic of content co-creation. Among them:
- Incorporating the first-hand viewpoints of experts infuses greater authority and credibility to your content.
- Featuring various outside voices makes your content more relatable and accessible to varied audiences.
- Relevant influencers can inspire action and foster trust in unique ways.
These qualities all trace back to a core fundamental advantage of co-creation: it generates better and more resonant content. And that contributes heavily to the more easily-observable benefit we’ll focus on today: co-created content drives greater reach and engagement without needing to rely on paid boosting.
The influencer marketing campaign we partnered with monday.com to develop serves as a prime example. With a diverse team of influencers helping shape the content and sharing it out to their respective networks, the company surpassed its goal for social reach by an astounding 1,790%, driving more than 300,000 organic impressions on social media.
Maximizing Reach & Engagement with B2B Content Co-creation
Of course, content collaborations are not as simple as pushing a button. Taking the right strategic steps before, during, and after your B2B content co-creation initiative will make a vast difference in reach and engagement.
Make the Content Great
There are many tactics and techniques that can be activated to increase reach and engagement, but none are more important than simply creating awesome content that people are genuinely compelled to share.
Instead of asking “How can co-creation partners maximize the reach of this content?” start by asking “How can co-creation partners make this content incredible?” Tap their prime area of passion and expertise so that their distinct strengths are fully reflected.
Get Influencers and Co-creators Invested
If the extent of your co-creation approach is adding someone’s generic and extraneous insight on top of your completed content, solely for the purpose of shoehorning an influencer into the mix, those partners are not likely to feel the level of ownership that inspires them to enthusiastically share and amplify.
Two specific pointers to drive greater investment from influencers: