They also notice a distinction between Done effectively, the result is symbiotic – “personalized” and “personal” content. and a “networking win-win,” says Elise Personalized content is certainly of import, Hofman, Marketing Manager, Zoku. “[You] according to Robert, but delivering personal find other people or brands to partner with, value may be even more so. “It’s relatively so you can leverage one another’s skills, straightforward to create a distinct, unique expertise, and trusted customer base. And experience between an individual and your as a bonus, it also splits the content brand,” he says. “What’s more difficult is to creation efficiency in half.” create an experience that truly resonates with the customer in that moment.” However collaborative the content, organizations should ensure that the focus Additionally, according to Mark Grasmayer, remains on target audiences – readers, Head of Marketing at Workspace 365, viewers, listeners – rather than the personal or personalized content is especially collaborative parties themselves. Says Tom effective when targeting specialized roles. Hitch, Head of Content at Oktra: “We have a solution with a high impact and target the entire decision-making unit, “Sometimes you see collaborative content consisting of communication, information, that has been created because of how it and IT managers,” he says. “It is important makes the creators feel. It feels like an that each role gets the right information, egotistical project. A good piece of because they will not understand or feel the collaborative content gives you the chance message that you want to bring across if you to reach new markets, attract a new deliver the wrong content. Each person has audience, and turn them into your own.” their own goals to achieve, and your content should help them to do so.” Collaboration partners help 6 us cope with the rising expectations and Collaborative content complexities of content marketing projects. Collaborative content, which sees Regina Karnapp two or more organizations working Managing Director together on content that will serve Content Marketing Forum e.V. both companies’ target audiences. Page 11 State of Content Creation 2022