[MUSIC] In the last lesson, we reviewed many different types of content opportunities. At this point in this module, I hope your head is swimming with the different types of ideas for things that you can do. But hold on to all of that for a moment longer, though, as I'd now like to walk you through the power of partnerships will do that in this lesson. So here I'm showing actually the Playboy logo in the middle and Stoli and Red Bull as two different companies that partnered with I'm going to tell you a little bit about what they did. Red Bull actually contracted with Danny MacAskill, who is a famous stunt cyclists. Apparently, and what they did is they taped him biking around the Playboy Mansion and, of course, all kinds of interesting interactions with Playmates and others as he's flying by on his bike. So what was cool about this is you have two really pretty good brands out there, and they both promote it and look at the result, 2.6 million views for this video. Really great visibility for really, for both of them, but in particular for Red Bull, which is the company that was really looking for something out of this. And here's another one. The Playboy did a video, actually, a whole series of videos with Stoli. This is one about how to make a Moscow Mule, and it got a ton of shares on Facebook because it was actually done as a Facebook video and over 150,000 views there. And that was really good for a Stoli as well. So next partnership I want to talk about is Ten by Ten company that really focuses on educating and empowering girls all over the globe. Relatively small company, but they managed to strike up a partnership with Intel in order to help promote what they were doing. And so you're going to ask, why would Intel partnered with someone like this? Well, from a large brands perspective, somebody like a Ten by Ten is going to be faster moving. They don't need approvals the same way that intel would do to try if they were trying to do the same things themselves. And, of course, Intel doesn't have the budget set aside. Are you going to think big companies that have oodles of cash. Well, actually, all of that cash is spoken for and allocated, so they don't have the budget to put into a project like this, and they certainly don't have the focus on it. It's harder for them to make that business case as well. And lastly, they don't have the subject matter experts to make it happen. These are reasons why large brands might consider partnering with you. Well, what happened for Ten by Ten? They got featured broadly in a content and coverage in USA Today, and I'm showing another Google Trends chart over here. See this huge spike invisibility they got at the time of the promotion, and kind of went up through the roof in terms of what they got. But most importantly, there was a sustained increase in interest not as big as that spike that I showed you on the prior chart, but nearly double the ongoing interest in Ten by Ten on an ongoing basis after this campaign was pushed out there. If you think about it, a partnership relationship is just like an influencer relationship. Essentially, you're entering into something where both parties strive to bring a lot of value to each other. This is what makes this so powerful because both parties are naturally motivated to make the partnership work. In the next lesson, I plan to walk you through some case studies of people that are doing a great job with content marketing.
