Collaborative content.
WHAT TO ESTABLISH BEFORE ANY ARRANGEMENT
What will be produced On which platforms How many posts, and when How long it remains published Whether you may reuse the material
WHY REUSE RIGHTS MATTER MOST
Paying for content you cannot use in your own advertising is a common and avoidable mistake.
WHAT TO AGREE ABOUT APPROVAL
Whether you see it before publication.
WHAT TO BALANCE
Control against authenticity.
WHY
Heavily controlled content performs poorly, because audiences recognise it.
WHAT TO PROVIDE
The message and any requirements, then let them express it.
WHAT TO REQUIRE ABSOLUTELY
Disclosure of the commercial relationship.
WHY
It is increasingly a regulatory requirement, and its absence damages both parties.
WHAT TO CHECK BEFORE ENGAGING ANYONE
Whether their audience is real Whether engagement is plausible What else they have promoted Whether their audience is your audience
WHY THAT LAST POINT
Audience size matters far less than relevance.
WHAT TO MEASURE
Whatever the campaign was meant to achieve, not impressions.
WHAT TO AVOID
Paying for reach alone Arrangements with no written terms Anyone who will promote anything
