60% challenged by producing engaging content Research suggests that 60% of marketers find the creation of engaging content to be challenging – with some finding it very challenging indeed, particularly when there is a requirement for frequent and consistent posting or publication. Responding to this challenge and the desire for content to go viral, many […]

60% challenged by producing engaging content Research suggests that 60% of marketers find the creation of engaging content to be challenging – with some finding it very challenging indeed, particularly when there is a requirement for frequent and consistent posting or publication. Responding to this challenge and the desire for content to go viral, many marketers are now using co-creation, i.e. working with one or more other parties to create content that will be of interest to audiences and is likely to be shared.Two or more organisations targeting the same audience might work together to develop optimal content on a casual or ongoing basis. The advantages of this approach include: Gaining access to each other’s audiences Gaining access to each other’s ideas Exploiting the ‘two heads are better than one’ philosophy Exploiting the ‘many hands make light work’ philosophy  Assuming the parties are not direct competitors, content co-creation offers the…