RULE 5:
Find value in partnerships

RULE #5

Partner and collaborate to expand your reach

There are plenty of opportunities to access the audiences of people and organisations in your network, and not all of them carry a price tag.

According to research by Raconteur, 51% of the c-suite think content produced by brands lacks credibility. One way to address this problem is to create content in partnership with an established authority within your field.

This is what influencer marketing is all about, but in the B2B world, it's more about co-branding and guest posting, less about youtube stars and Instagrammers. For now.

If you have money to spend, consider sponsorship opportunities with established publishers who share your audience.
See Investec on Wired.com:

Investec on Wired. Click for case study.

Or you could collaborate on a piece of research, sharing the cost of the project and gaining exposure to your partner's audience.

Content Marketing Insitute and Marketing Profs did just that for their B2B content marketing 2019 report.

On the cheaper end of the scale, seek out guest posting opportunities and invite prominent people in your network – including clients – to contribute content to your channels.