The Rolling Stones’ Mick Jagger famously sang, “You can’t always get what you want, but if you try sometimes, you just might find, you get what you need.” That’s a great tune, but I like to make sure I get what I want and what I need when I pay big bucks for third-party co-branded content.
If you’ve been involved in sourcing content for b-to-b marketing, you’ve likely had more than one bad experience with content purchased from third parties. From poor research to a lack of understanding of your market to just plain bad writing, it seems that even the highest-regarded third-party publishing or analyst brands can disappoint. And yet, these same brands can provide some of the best primary content – like research studies that can lead to a year’s worth of derivative assets that garner great awareness and demand creation results. So how can you be sure you’re on a path to the latter rather than the former? Here are some tips from my years of experience with both ends of the spectrum:
There’s more you can do to ensure you get the most out of your third-party content. Stay tuned for my next blog on this topic, in which I’ll cover how to come up with exciting content themes, how to ensure you don’t choose a “me too” topic, and how to get value-added content in your third-party research programs.
Phyllis Davidson is Research Director, Strategic Communications Management, at SiriusDecisions. Based in the Silicon Valley, she has 20-plus years of marketing and communications leadership experience, including roles in public relations, executive and M&A communications, global campaigns and content strategy, and demand generation. Follow Phyllis on Twitter @PhyllisMusings