Content partnerships as a BD goal?

I lead the strategic alliances team at Hearsay, which means my day-to-day is all about creating business partnerships with other companies in complimentary markets.

Business partnerships…. but what about content partnerships. Interesting idea. This article got me thinking.

Creating content partnerships seems to be the evolution of co-marketing agreements, maybe with less overhead.

“We’re a company that is very focused on the women and health spaces,” Bloom said. “We choose brands and organizations that align with our goals — widespread menstruation education and the destigmatization of women’s health taboo. Often, these brands are media properties or non-profits. It’s not uncommon for HelloFlo to promote content created by these other brands, and vice versa. It not only creates lasting partnerships, but also visibility and shared traffic.”

Content Partnerships Fuel Startup Growth | The Content Strategist.