May 5, 2014

Co-creation: 7 steps to the next evolution of content marketing

co-creation

Target audience: Digital marketers, brand managers, advertising agencies, business decision-makers, SEO specialists, entrepreneurs, nonprofits, educators, journalists, Web publishers.

JD LasicaIt’s now high tide for wave one of the content marketing trend: the idea that businesses should attract and retain customers by creating and curating relevant, valuable content.

But training marketers to create tons of content, or hiring journalists to be your brand’s storytellers, only gets you so far.

Get ready for the second wave of content marketing: co-creation.

“The next wave of content marketing is getting the community to create content,” Jennifer Burnham, director of social strategy & content marketing at Salesforce, told 35 attendees at “Who’s Kicking Ass: 3 Mini Content Marketing Case Studies,” held last week at Impress Labs, a digital marketing agency in San Francisco.

I was particularly attracted to her message because that’s what our new startup, Cruiseable, is attempting to do: get the community to be part of the content creation process. Continue reading