The Power of Strategic Partnerships in Content Marketing
Our last Content Breakfast focused on the role of partnerships and we had two amazing speakers from our membership community to join us. They looked at the type of collaborations that work well to how to get the most from them. We also had some brilliant audience questions, so I’ve included a few here in case they’re useful.
Before we got into the main event, there was already plenty of chat (along with pastries) about how beautiful the sunny morning in London was and how great it was to be at another in-person networking event. During the event, both our speakers highlighted the importance of collaboration in creating impactful content. The session focused on shared goals, mutual benefit, and how strategic partnerships can boost engagement and amplify brand messaging in a crowded landscape.
Introducing our event speakers
What is a content partnership — and why do they matter?
A content partnership is all about collaboration. It’s where agencies, publishers, broadcasters and brands come together to share editorial expertise for mutual benefit. Unlike traditional agency-client relationships, these partnerships are often designed to connect with existing, highly engaged audiences in authentic and effective ways.
A well-matched partnership can help both sides reach new audiences. Both our speakers shared case studies - including those they’d worked on, and some they hadn’t, but admired from afar. One consistent theme was that a good brand partnership can increase revenue opportunities and support new business development.
Types of partnership
There are many ways to partner up — here are a few of the most common:
Brand partnerships & value exchanges – two brands collaborating to create content, share audiences, or cross-promote.
Media partnerships – teaming up with publishers or broadcasters to co-create and distribute content.
Influencer/creator – working with individuals who have loyal followings to boost brand reach and trust.
Retail partnerships – brands joining forces on co-branded campaigns or products in a retail context.
Be selective and protect your brand
We’ve all seen successful partnerships, but not every collaboration is a good fit. Gary spoke about the importance of being selective to protect your reputation, maintain audience trust, and make sure values are aligned.
A poorly matched partner can confuse your audience or even damage credibility. It’s also worth flagging that an unbalanced agreement - where one side gives more than they get can become a drain on time and resources.
Sophie noted that her agency, which focuses on youth content, has to be even more selective. New legislation coming into play later this year means they’ll be spending more time finding the right partners.
Both Gary and Sophie mentioned the need to evaluate each potential collaboration carefully, make sure there’s a fair exchange of value, and always prioritise authenticity.
Use data, but don’t be blinded by it
Data is a crucial tool, but it’s not the only thing that matters. Yes, it can tell us about audience behaviour, engagement and performance. But a partnership that looks great on paper might not land well with your audience if it feels inauthentic.
Gary shared how he combines data with his deep sector knowledge to find the right angle between brands, using data as a guide, but not letting it override creativity or brand alignment. Metrics like reach and impressions are useful, but they don’t always capture the bigger picture, like long-term potential or emotional resonance.
Storytelling is still king
One of content marketing’s strongest tools is storytelling. It’s what gives a partnership meaning beyond the mechanics. Great stories reflect shared values, and when done well, they help audiences connect with your message in a more personal way.
But that usually only works if it feels real. Forced or disconnected storytelling can feel like a gimmick and audiences will sniff it out instantly.
Think of it this way: if your content feels like it’s leading up to a discount code, rather than delivering a feeling, something’s not working.
Real-world examples
Harley-Davidson x Insta360
Gary gave examples from the partnership between Harley-Davidson Owners Group and Insta360 — a heritage motor brand joining forces with a brand that shares its passion for adventure. Rather than slapping on a discount code and sending around to their readers, they developed a strategy grounded in their shared values.
At a Harley show in Hungary, Gary met an Insta360 user who has a disabled son. He shared how filming his rides with the Insta360 allows his son to ‘travel’ with him by watching the footage together and exploring the journey through mountains, cities and more. From experiences like these, ideas evolved and Insta360 are now developing a hub where riders can share footage and discover new places through each other’s lens.
Elemis x Aston Martin F1
Sophie spoke about a slightly unexpected (but very successful) partnership: Elemis and the Aston Martin Aramco Formula One™ Team. Not a combo you’d normally expect, but thanks to Drive to Survive, F1 now has a mainstream audience, and brands like Elemis are taking notice.
The partnership focused on sustainability, with Elemis becoming the first B Corp-certified partner of the F1 team. Both brands shared a goal of promoting ethical practices and environmental responsibility - showing that performance and sustainability can coexist.
As Sophie put it, this wasn’t just a meeting of industries, it was a meaningful alignment of values on a global stage.
Audience Q&A
Q: Are partnerships becoming more difficult in your industry where brands are trying to connect with parents/kids?
Sophie: No! Partnerships are becoming easier to create and negotiate. Brands are increasingly open to collaboration as they seek innovative and meaningful ways to connect with more of their target audiences. While social media and influencer marketing remain popular when marketing to parents, there’s a growing appetite for partnerships that go beyond traditional digital channels. Brands are eager to co-create unique experiences either through events or interactive campaigns that go beyond the world of social where kids can directly engage with the brand too.
Q: Do you think brand collaborations will shift more towards long-term alliances rather than one-off campaigns?
Gary: I think as brand collaborations become more visible, we'll certainly see more brands shifting towards long-term partners instead of short term activations. A short-term activation captures a moment in time, whereas longer term collaborations can be evergreen. We'll see them start to utilise longer term marketing strategies to maximise impact and ROI.
Sophie: I would say no, not in the family marketing space as collaborations are more likely to remain short term, given the volume of new products and the school terms and holidays throughout the year. The calendar naturally drives the rhythm of campaigns, creating fresh opportunities to engage families throughout the year. It's a win win for all brands involved to keep content and partnerships varied to reach new audiences.
Q: What are the most effective ways to measure the success of a content partnership?
Sophie: We are huge advocates for being open minded about what determines success, and it can’t be one element of the campaign. We are big champions of the measure of success being the overall impact, and the volume of activity within the partnership measured with band uplift surveys after the activity. A content / media partnership may be fully digital. How can we make the most of this across all the brands platforms? Can we integrate their audio product to support the advertorial, or how we can engage more people across the brands social channels? Finally - ensure your wider activity is supporting and complimenting the partnership. Add targeting into your paid media and engage with the organic social.
Gary: This really depends on the client needs, but we generally use a mix of social listening, as well as quantitative and qualitative metrics. From a quantitative side, we've found that sales attributed to the partnership and brand mentions are highly effective and from a qualitative side, I would suggest that partner engagement and brand perception are the easier ones to measure as well as being the most accurate.
Q: Is there such thing as the right company at the wrong time?
Gary: Totally! Sometimes when looking for longer term brand partnerships, patience can play a huge part in how successful things play out. You may find a company that has a perfect brand fit but their current marketing strategy doesn't allow for additional resource or planning so needs to be built into next years options, or you may find that some brands hold fire on certain activations due to economic turmoil (like the recent tariffs for example). Keep the longer term goal in mind and don't worry about the short term if you feel it's right.
Q: Can you have an over-reliance on data and can it lead to missed opportunities in creating authentic brand partnerships?
Gary: There's certainly a need to use data, but the beauty about creating partnerships is that it allows us to explore new opportunities and think outside the box. Data may steer you to certain criteria, which will limit your options. Don't be so rigid in your approach and allow yourself to be creative, and have fun with it. Sometimes the best partnerships are the ones that make people think!
Final thoughts
Content partnerships are more than a trend - they’re a smarter way to reach new audiences, build trust, and create lasting impact. Whether long-term or short, data-led or story-driven, the best partnerships are grounded in authenticity and shared purpose. And as our Gary and Sophie reminded us, sometimes the magic happens when you step outside the box and try something unexpected.
Case Study: Best Partnership: Levi’s Here & Now
Client: Levi’s
Agency: TCO London
Award: Best Partnership, 2021: Gold
