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:
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Brand partnerships & value exchanges – two brands collaborating to create content, share audiences, or cross-promote.
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Media partnerships – teaming up with publishers or broadcasters to co-create and distribute content.
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Influencer/creator – working with individuals who have loyal followings to boost brand reach and trust.
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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.
