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“The whole is greater than the sum of its parts.”

Say what you like about Aristotle (with his silly beard and thinning hair), there’s no denying he knew a thing or two about a thing or two.

Throughout history, we’ve seen the power of the group outperform the skill of individuals. From the 300 Spartans smashing the absolute granny out of Xerxes’ Persian army to Leicester City winning the Premier League title in 2015/16, solid teamwork and collaboration has been shown to win out over individual brilliance time and time again.

For content too, the power of collaboration is an important one to harness – within your business, and externally.

External collaboration – This could be interviewing relevant people in your industry, it could mean getting them to write pieces for you, it could mean reaching out to get comments on articles you’ve written, or pitching your blog to other influential websites or blogs. Each of these shows a willingness to collaborate and to be a part of a wider community. Pick your collaborators wisely, too. If they have large social media followings or brand equity in your industry, their authority becomes your authority.

Internal collaboration – We often find businesses have one or two people invested in marketing while the rest of the team are…somewhat engaged, but not really. This is a mistake. Your people are your business, and it’s their expertise which helps the business as a whole grow. Their expertise can give a massive boost to your blog. If you have a keen writer in house, invite them into the content conversations, get their input. If they’re not writers, talk to them, get their thoughts on their specialist areas and include it in the blog.

So…collaboration…is good (that’s my spin on Aristotle’s philosophy).

HOWEVER, never give up control. Your collaborators should fit around your content marketing strategy, not define it. If someone’s interested in contributing to your blog, you need to be sure they add value, insight and interest to your audience.

Get that right, and opening your blog up to a wider internal and external community will add more colour, insight and, character to your content marketing efforts.

 

Image credit:

after Lysippos [Public domain], via Wikimedia Commons

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Tom is the founder of Future Content, a specialist content agency located in Bristol, UK. Tom is the winner of the 2016 'Acceler8' award for Entrepreneurial Leadership from RBS and Entrepreneurial Spark. You can find Tom on Twitter @HTSandford. If you ever visit Future Content's offices you'll find Tom near the table tennis table.

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