Co-Marketing concept

Co-Marketing Your Website

Internet Marketing, Online Marketing, Search Engine Optimization, SEO

July 3, 2013 by Christian Thomson

So if you own a website and you’ve been searching online on how to get better search engine optimization you’ve probably heard that you must “create great content” and “provide content that engages it reader and encourage them to share”. Sure great idea, I’ll write a blog, find a blog to post it on all after I finish running my own business!

Well it’s not as bad as it sounds, especially if you use co-marketing or better known as cross-marketing.

Think about it as networking for your business. Co-marketing is all about forming relationships with other companies and working together to create new opportunities; these can be guest blogging, social media contests or joint data capture. By finding and collaborating with businesses that complement your own expertise, service or product, you can open up your company to a world of opportunities that otherwise wouldn’t exist.


There’s more to it than just slapping two companies’ names on something and sharing it with the world though. Co-marketing is about jointly creating and promoting a piece of content or a product and sharing the success of your efforts. Starting small is just fine, and remember, your network is bigger than you think.

The Benefits of Co-marketing

1. Give your audience a fresh perspective

Chances are you’re an expert on certain topics within your field, but maybe there are a few subjects that you don’t quite know as much about. Don’t limit what your audience can learn from you just because of what you know. Co-marketing is a great way to introduce your audience to a wider range of topics, opinions, and ideas. For example if you’re reading this (our SEO blog) it would make sense to also offer business advice, reviews on new software to help drive sales or give you the latest trends in print advertising.

2. Reach a new audience

Before long it’s going to get difficult to keep expanding your customer and visitor reach if you’re not expanding your content as well. By branching out and covering a new topic, you’re going to attract a wider range of visitors. Plus, by working with a company that has an established audience that’s different from your own, your content is being shared with a whole new set of eyes. A major benefit of co-marketing is the sharing of results of your marketing efforts. Make sure to set up clear guidelines from the start as to how each company will be handling promotion and what information you’ll be sharing.

3. Publish guest blog content

You may have an awesome blogging team made up of top-notch writers and content creators, but there are so many people out there who have different ideas and perspectives they want to share. Use co-marketing as a way to have other industry leaders share their knowledge. Having people from other respectable companies post to your blog will provide a wider range of opinions and concepts. As a bonus, your guest author is likely to share the post with their own network, further expanding your reach and bringing in new readers.

4. Quality links back to your website

If you provide great content or have great content on your blog, you’ll reap the benefits of Google’s latest updates.  Both the content you’re creating and the landing pages that are hosting it can serve as a platform for other links to your website. For example, you can include links to related content or more in-depth material that would be of interest to your reader — an easy solution if you just don’t have enough space to talk about everything! Having more quality links back to your website will help increase your search rankings on Google, Yahoo and Bing.

Where should I start with Co-Marketing

You don’t need to know leading industry experts to do co-marketing. Use both your personal network as well as introductions from colleagues to get in touch with companies that may be a good fit. While you probably shouldn’t be partnering up with a direct competitor, you should look for a business with ideas and goals that will complement your own. Like you many website and blog owners are pushed for time, so the opportunity to have a good quality blog post to add to their website is very much welcomed.

Decide on the best topic and type of content that works for both companies. Whether it is a webinar, ebook, video, or infographic, make sure both parties are on board and have the capabilities to produce it. Focus on picking something that will be of interest and value to both of your audiences. Use your goals, whether it is to increase volume, quality, or a specific segment to determine what you are going to create and how you’re going to deliver it.

So, go ahead and reach out to someone and see what the possibilities are. You might even find that co-marketing is a great way to take a little bit of the burden off yourself and see things in a new light!