Building high-impact, high-performing content is rarely a job for one. “It takes a village” they say.
If you look at the credits of our television productions, you will notice that there are a lot of people involved in not only the production of the shows we do, but also in the creation process.
This is regular business in the television industry.
But in branded content and content marketing, we often see a lot of content being created and produced by a single person. One person doing the research, copywriting, and sometimes even publishing content assets.
But it doesn’t have to be this way.
And your content could potentially have that much more impact the more people you involve.
But as long as it is done the right way.
She goes in depth into the benefits and potential pitfalls of content collaborations. These are collaborations where, for example, multiple departments in a company collaborate on one piece of content.
We often recommend that marketing teams tap into internal experts to create stronger content pieces that not only will drive more performance once published, but also create greater internal positioning of the content function that is so dear to us.
I invite you to read Berger’s piece, which also contains great examples of potential collaborations you could deploy in your current company.
At Toast, we checklist every content project (called our ImpactX® matrix) to make sure they are being worked on by what we call a DreamTeam®, the best creative and strategic heads possible for that specific mandate.