What are the benefits and challenges of co-creating content with others?

I love collaborating with other creators by being guests for each other on a LinkedIn Live, audio event, or similar. Being a guest allows you to meet someone else’s audience without the full commitment of a weekly podcast, streaming show, etc.

Co-creating means that you get to reach each other's audience and provide valuable knowledge to each other's community. By joining forces and combining our unique expertise, we can deliver impactful insights and wisdom to a wider range of individuals.

(Riffing off Beth Granger's insightful comment) I love collaborating with other creators by having them as guests on our livestreams, webinars, and events. Being a host allows me to add new perspectives my audience will find interesting, AND connect with new audiences through my guests. Happy audience + new audiences = GOLD!

Co-creating content offers numerous benefits. Besides expanding your reach via the cocreator's network, it provides a powerful third-party endorsement, bolstering your content's credibility. Further, it enriches your content with fresh perspectives and provides diverse viewpoints, enhancing overall content quality.

In my journey as a Human Resources professional, I have seen that each individual has a unique understanding and perspective of topics and situations, co-creating content with others allows for a showcase of uniqueness, increases diversity of thoughts and overall becomes a great opportunity for learning and development for all collaborators. Creators are at different stages of their growth and will greatly benefit and deepen their knowledge and improve their approach from being able to co-create with others. Even greater is the chance Co-creating affords to build genuine interactions and connections.

Co-creation and collaboration with other creators and business owners is essential. Honestly, there is enough business for all of us. By collaborating you have the opportunity to share audiences and show your community that you want to give them the best possible experience, whether it’s working with you and your brand, or working with someone else’s. Collaboration > Competition

As an impact driven entrepreneur, I am all about collaboration. The opportunity allows us to connect with individuals who may not have encountered us previously. By exchanging our knowledge and our wisdom we extend our influence and leave a greater impact on the lives of others.

In my perspective, co-creation is a strategic alchemy, turning distinct individual competencies into a collective powerhouse of content that can captivate diverse audiences. It's about embracing the 'we' in creativity, because, in this digital age, the echo of collective intellect resonates louder and farther.

The best way to find co-creator is those who engage in your audio rooms, your posts, or when you target like-minded leaders by commenting on their posts. When you see the similar brand, target and topics, simply reach out and ask! Many will say yes to trying it at least once.

Identifying the right content co-creator involves both resonance and reach. Start with keyword searches on LinkedIn to uncover content that aligns with your objectives and ethos. Look for authors who are consistently engaging your target demographic with high-quality content. These indicators demonstrate their relevance and influence. Then, examine their style, messaging, and frequency of their posts, which can signal their suitability and commitment. Connecting for a preliminary conversation can provide insight into their values, work ethic, and collaborative compatibility. Remember, the right co-creator is one who not only complements your vision but also amplifies it.

Social media "listening" is your secret weapon for finding content creators that already appeal to your audience. Use it to monitor conversations, mentions, and discussions that are relevant to the content you want to create. This allows you to cast a wide net, at scale, so you can connect with co-creators that might otherwise have gone unnoticed.

One effective way to connect with potential collaborators is by networking and actively engaging in communities. Personally, I am involved in several women's networking groups, where I have the privilege of interacting with talented individuals and build relationships. Not only do I get to meet wonderful people, I also have the opportunity to identify like minded individuals who complement what I teach and together we amplify our sphere of influence.

Clarity of goals should include alignment on post co-creation plans. What are the steps to be taken if the content goes viral and both parties want to repurpose it? What are the steps to be taken if the content does not perform as expected ? Being clear on these possible outcomes, gives a great opportunity to think farther down the line and know what to do. Even in instances when co-creation does not go as planned and give the expected results , there is still a great opportunity that both parties can leverage that situation to grow as individuals and professionals in how they handle it.

Think of a collaboration as a brief business partnership. It is crucial to have conversations regarding the collaboration, or else it can lead to problems. Several years back I collaborated with a colleague on a two-part live video series that we did on zoom. For no reason, other than it was offered, the sessions took place on her zoom. In the end she wanted to maintain ownership of the video and would not share it with me stating "why do you need it?" huh??? She then proceeded to put her branding all over the video before sharing it with me. As someone who would NEVER think to do that, I was quite taken by surprise by this but I realized that I never had the conversation prior to launching. I assumed we had the same ethics & values.

Ensuring quality in co-created content requires a careful balance. Brands should resist micromanaging, as the co-creator's unique style and approach are likely what attracted a coveted following. The diversity they offer is valuable. Instead, focus on screening for quality and audience compatibility before collaboration, allowing their authentic voice to shine while maintaining content standards.

When co-creating, it’s important to have a conversation (or two) beforehand. If you are going live, recording a podcast, or writing an article together having a conversation will help you craft an outline and goals. If you are going into it with just “hey here’s a link to my podcast recording schedule” and not getting to know someone and what their goals or principles are first, it can make for a very awkward experience for everyone.

The way I promote collaborations is very planned. So, for my podcast (Rocky Mountain Marketing) we have an initial conversation (most often via email or DMs). Next we have a 10 minute pre-recording call where we get to know each other a bit more and talk about conversations that my audience would be interested in. Then we have the podcast recording. When the podcast comes out, I share links, graphics, short form video clips, etc with the guest. We then go live on Instagram, Facebook, or LinkedIn to have a 5-10 minute conversation about what we both do and briefly what the podcast is about. This is a great way to not only promote the show but to really build a connection with your guest/host so that you can continue the relationship.

Organizations seeking thought leadership via co-creators on LinkedIn shouldn't underestimate offline interactions. In-person meetings or video calls offer depth beyond online engagement, fostering trust and sparking successful collaborations. Consider a potent campaign ignited by an offline meet-up. Harness LinkedIn's power, but also value real-world exchanges. They're vital for impactful content creation. Balance online and offline strategies for success.

Don't be afraid to reach out and connect with people who are in the same industry. By taking a collaborative rather than competitive approach, figuring out how you can complement each other, you can expand your thought leadership and your impact.