How co-creation is changing the future of content marketing
In the context of community marketing, co-creation means that customers are involved in the production or ideation of new content. Instead of marketers unilaterally developing these resources, audiences are directly involved through feedback or engagement. Their input means that the resultant content aligns with their needs, expectations, or personality.
There are many examples of brands using co-creation to design products. For example, Lego fans can submit ideas for new sets, and Starbucks allows customers to vote on new menu items. However, one of the best examples of co-creation between creators and their audiences is not in marketing: it is in music.
How Marc Rebillet uses co-creation to make music
Classically-trained electronic music creator Marc Rebillet (aka. Loop Daddy) has been co-creating music with his audiences since 2016. One thing that is so amazing about Marc’s art is that it is completely improvised and based on whatever he is observing at the moment. For context, you can see Marc work through this unique process on the radio show Sway in the Morning here.
If you’ve been to one of Marc’s shows before, you’ll understand it’s more interactive than the typical audience-artist dynamic.
If not, I’ll explain why.
At some point during the gig, Marc jumps off the stage and asks someone in the audience a question. He then records their answer on his microphone and uses the audio sample to create a brand-new song on the spot in front of the rest of the crowd. In this moment, the barrier between the audience and the artist dissolves.
It really is magical to see it in person!
This spontaneous and collaborative approach to music creation has earned Marc sold-out tours and a following of passionate fans that are steadily growing. But what does this all have to with marketing?
Co-creation is the future of content marketing
Incorporating co-creation into your marketing strategy can lead to deeper brand loyalty and more innovative content because it draws from your target audience’s perspective and their real-world needs.
For as long as Bitesize Bio has existed, we’ve been co-creating articles with our community members. When Nick started blogging about his lab knowledge, other scientists (or “mentors”) put forward their ideas for helpful content out of a mutual desire to share knowledge.
The combined desire to learn and contribute to democratizing knowledge in science led to the formation of the Bitesize Bio community, which now has over 500 contributing mentors who are just as passionate about our vision as we are.
Actionable steps you can take now
If you would like to do more co-creation of content with your customers, the first step is to create a channel where they can share their ideas and problems with you. This could look like a form, focus group, or email address where they can submit ideas for new content.
For example, at Bitesize, we have a dedicated page on our website for scientists who want to contribute their knowledge to our community. We also periodically survey our audience and interview keen respondents for more in-depth feedback. However, it doesn’t matter what it looks like, just that it exists and your customers can use it.
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