You’re managing a Partnerships team. How can you ensure your content is on track?

Start by aligning your content with the specific goals of your partnerships. Are you aiming to co-create content that boosts brand visibility, enhances credibility, or drives joint sales initiatives? Clearly define these objectives. It’s crucial to understand each partner's audience and tailor your content to appeal to both sets of followers. Establish a content calendar that aligns with your partners' key events, product launches, or industry trends. This synchronicity ensures your content is timely and relevant. Regularly review these objectives with your team and partners to ensure everyone is on the same page and adjust as needed based on feedback and performance data.

Develop Strong Relationships: Build strong relationships with key partners to ensure ongoing collaboration and exchange of ideas. Maintain Brand Consistency: Ensure content consistently reflects brand identity and values while maintaining a cohesive voice across channels.

Before you start making or sharing any content, it's important to know what you want to achieve. Think about what you want to tell people and what you want them to do. Decide how you'll know if your content is successful. Having clear goals helps you concentrate on making content that really matters and has a big impact.

One of the easiest pitfalls is thinking we know what our Partners need based on antidotal experience. Talk to your Partners regularly to confirm assumptions, and make it a priority understand, and take actionable steps to help make their lives easier.

Enhance Internal Collaboration: Work closely with other teams such as marketing, sales and support to ensure alignment on messaging and objectives. Promote Public Participation: Encourage audience interaction with the content, whether through comments, shares or other forms of engagement.

We find it helpful to segment our partner content calendar, as follows: partner focused content, direct marketing support content & partner's TA focused content. This approach works great to align our efforts on partner training & development, to support our global direct marketing campaigns and to leverage individual partners' competitive advantages.

Pay attention to industry trends: Stay up to date on industry trends and adjust your content strategy as needed to stay relevant. Incorporate Constant Feedback: Establish effective channels for receiving feedback, both internal and external, and use this information to continually improve content.

Adapt to Market Changes: Be prepared to adjust your content strategy in response to market changes, partner demands, or other variables. Promote Continuing Education: Keep your team informed about content marketing best practices, new tools, and relevant technologies to improve effectiveness.

Integrate Social Media: Effectively integrate social media into your content strategy to amplify reach and drive audience engagement. Evaluate Return on Investment (ROI): Regularly evaluate your content ROI to ensure your efforts are generating tangible results.