How can you use co-creation to build relationships and create value for your audience?

In a nutshell, co-creation isn’t just a product development tool—it’s a potent relationship builder. Joint value creation & building trust is a real booster. Co-creation could be done with other creators or brands, customer tor any other stakeholders.

Co-creation is becoming a main stay in content development because it has transformed active brand/passive consumer to one where both sides are active and engaged. With co-creation, customers get exactly what they want and have a hand in making decisions. Brands that embraced co-creation now have a personalized marketing strategy and give each customer what they desire. Businesses need to find the most direct way to involve customers in co-creation. In many cases, the simplest solution is to use a platform where users can suggest ideas, give feedback to one another, and stay connected to all co-creation projects.

co-creating for me is a great way to build long term partnerships, as long as expectations and incentives are aligned for all (Equity, Revenue Share, IP etc). As this evolves, founding members may have different priorities to new members so doing so with a mindset of flexibility is essential, especially if you are looking to scale beyond a 1:1 relationship, where customers get to own and input with a decent vote on the product roadmap & future direction.

Involving your audience in content creation builds stronger relationships and adds value by making them feel included. By encouraging customers to share their experiences or ideas, brands can enhance loyalty and trust. For instance, Starbucks' “White Cup Contest” invited customers to create designs on their cups, boosting engagement. Similarly, Lego invites fans to submit new set ideas, fostering community involvement and generating valuable customer-driven innovations. Co-creation builds content marketing amazingly.

Encourage your audience to contribute authentic user-generated content (UGC). Whether it's user reviews, unboxing videos, or personal success stories, this content adds a layer of authenticity and relatability to your marketing efforts.

Before diving into co-creation, it's critical to have a well-defined strategy. - Define goals and metrics. - Identify audiences & segments - Select methods & platforms. - Establish guidelines & rules. - Be aware of ethical & legal implications & brand reputation. Best Practice Case: Doritos' "Crash the Super Bowl" contest invited fans to create their own Doritos ads for a chance to have them aired during the Super Bowl. They provided explicit content guidelines to ensure the brand's reputation remained intact while encouraging creativity. By learning from these successful co-creation initiatives, you can develop a strategy that not only resonates with your audience, but also protects your brand's reputation..

Identifying a topic that will attract and engage readers is critical — and it's not hard. Check with sales and support to see what's on the minds of prospects and customers. See what your competitors are talking about. Use keyword and topic research tools or Google Trends. Let's say you work for a heating and cooling company, and your research reveals that home automation is a hot topic. You could collaborate with a home security company in your market on a blog post about the benefits of smart homes.

Having a strategy helps guide your audience but from my experience, it's also great to give them freedom and flexibility. Trust their creativity, I've been surprised so many times with pieces of content created by community members. They love to think outside the box and if they love your brand they'll go the extra mile to create something unique.

Rather than viewing them as passive contributors, involve co-creators in decision-making and ideation. For instance, hold brainstorming sessions where they can propose content ideas or themes.

When setting up a co-creation plan, really get to know your partners. Dive deep into what they love, what they want, and what problems they face. This helps you shape a plan that everyone likes. Think about fun workshops where everyone can share ideas. This makes your partners feel important and part of the team. -Always keep the lines of communication open. -Listen to feedback and be ready to make changes. At the end of the day, co-creation is about making strong bonds with your audience and giving them a voice in your brand's story.

Promotion is just the beginning. While promoting your co-creation campaign is essential, it's just the tip of the iceberg. Think of the media you use - email, social media, influencers - not just as channels, but as ecosystems. Each has its own culture, norms, and user expectations. When using influencer marketing, for example, don't just look for reach; look for true alignment. An influencer whose values reflect your brand and co-creation goals can be the catalyst for deeper, more meaningful engagement.

One way to ensure the success of your co-creation campaign is to nurture a community of co-creators. Consider creating a dedicated online space where your co-creators can connect, share ideas, and provide mutual support.

Start by setting the stage: make sure your audience knows about the campaign. Use catchy, easy-to-understand messages that spark interest. When sharing the co-created content, tell a story. Highlight the journey of creation, not just the end product. Share behind-the-scenes moments, and celebrate the people who made it happen. And always, always listen. When your audience talks, it's gold. Their feedback can guide your next steps, ensuring your brand and community grow together.

Always remember the golden rule of content co-creation: involve your partner in the content's marketing journey. Take, for example, a collaborative effort with a client or a thought leader to craft a research report. Don't stop at creation; extend the journey together. Encourage your co-creation partner to share it with their email list. And here's the secret sauce: Make it effortless for them. Provide email drafts, social media posts, creatives – everything they need to seamlessly join forces. By ensuring a unified language and message, you maximize the impact of your content's promotion. Use the opportunity to tap into your partner's network, amplifying the reach of your content.

Optimizing your co-creation strategy means understanding the nuances, anticipating the shifts, and being agile enough to pivot when necessary. - Deep dive into analytics - Regular feedback loops - Diversify collaboration platforms - Iterative learning - Invest in relationship building - Stay on top of trends - Empower with tools & training - Align with brand values

This is the end game for your co-creation. To understand if your strategy indeed worked, think of it in brand synergy terms. The impressions, engagement, and impact you create must be over and above your individual values. "1+1 must be greater than 2." If that's something you're able to achieve, it means you've reached the right audience and delivered maximum value. If not, there are other platforms, funnels, and marketing opportunities to explore.

It's like they say, two heads are better than one. Share performance data with your co-creators, then work together to co-optimize content for both audiences. ????????

LEGO didn't just create toys; they built dreams by giving fans a voice in the design process. They tapped into the heart of what makes LEGO special: limitless imagination. Starbucks, on the other hand, transformed a simple cup into a canvas, celebrating the creativity of their community. It wasn't just about a design; it was about the story each doodle told. And Airbnb? They went beyond just offering a place to stay. They crafted memories by letting hosts share their world, making trips unforgettable. To inspire your own co-creation journey, think about how you can make your audience the hero of your story. How can you give them a platform to shine, share, and shape your brand's future?

LinkedIn content creators co-create content together all the time. They do so by finding another creator with a similar audience and similar audience size. They work on content together and post it on each other's platforms. That way, they can tap into each other's audiences. Another example that used to be very popular was YouTube creator collabs. They would show up on each other's channels to tap into each other's audiences. Their respective audiences would get a huge uptick in followers as a result.

Another great example of co-creation is podcasting. Often, two or more creators will get together and create content, then leverage each other's audiences to promote it. We no longer have to do everything alone to get things done and to grow. Think about the things you want to achieve, then think about the people who can help you make the load lighter, and then co-create with them. I have done this in the past; it made me more productive for sure, and the content was more interesting as well.

Have you invited thought leaders to contribute? You might be surprised by their willingness to participate, if you ask nicely. I've interviewed top authors and thought leaders over the years - just by asking nicely - and I've also contributed to things because people have invited me nicely. Top tips to get contributors: 1) Be clear on what you need from them. 2) Respect their time. 3) Make it super easy for them to help. 4) Check if they need to approve their contribution before publishing (they don't always feel the need to do so). 5) Leverage the heck out of their name once you've published!!! (That means tagging them and get their input to help promote your co-created content.)

Co-creation is about collaboration and ensuring all contributors receive due recognition and value. So, what's in it for your partner? Beyond general visibility for their team or brand and acknowledgment of their distinct inputs, consider offering them more specific benefits: - Quality backlinks for SEO - Mentions in your press releases - Features in your email campaigns - Guest post opportunities on your blog - Access to audience metrics post-collaboration - Co-marketing and co-branding on promotions and content By laying out a clear value proposition for every participant, your co-creation initiative stands a better chance of success. The most effective collaborations elevate both your brand and those of your co-creators.

Keep in mind, that co-creation is a two-way street. It's about mutual respect, shared value and working together toward a common goal.

I love seeing two entirely different industries come together to enhance the end user experience. For example, Delta and Starbucks: why, yes! I love earning extra miles while I enjoy my caffeine. Venmo and Hallmark: The two simply enhance the experience of giving.

Take the crew for a ride. Co-creation can be an exciting way for customers, partners, or colleagues to build something together. This only works if everyone is allowed on the rollercoaster to enjoy the process. In a nutshell: Let people contribute their ideas, metrics and celebrate their wins.