Forming Content Partnerships
If you want to expand your content pipeline, consider partnering with another pipeline. This technique is commonly called brandscaping. For example, the insurance company Geico ran a series of commercials featuring icons from other companies, like the Pillsbury Doughboy. This strategy makes Geico appealing to Pillsbury fans as well as its own.
Another example is the blog you are reading, where Writing for Your Life has informally partnered with Mark Schaefer to bring you the above paragraph (from “The Content Code”). Writing for Your Life does not receive any compensation from Mark; we simply believe that much of his content is applicable, and more importantly very helpful, to our audience.