Carl Kravetz, publisher of Vida y Salud, discusses how he’s been able to develop content partnerships
I recently had the opportunity to sit down with Carl Kravetz, publisher of Vida y Salud, during a networking break at the Mequoda Summit West 2011 in San Ramon, CA.
Every conversation I have with Carl about Vida y Salud leaves me with a wealth of knowledge about his unique business strategy. The work he and Dra. Aliza Lifshitz, his wife and business partner, have done for Vida y Salud is truly remarkable.
Each time I seek an interview with Carl, the goal is to share his insight with the Mequoda Daily community. Below, I have listed three tips on creating successful content partnerships. Content partnerships are one of the six partnerships that have helped Vida y Salud become a market-leading website.
3 Tips for content partnerships
Content Partnership Tip #1 – Beginning content partnerships: To begin a content partnership, Carl stressed the importance of having real clarity on who you are from a philosophical standpoint. While looking for partners, it’s important to know what you stand for. If you do not know the core concepts behind your business, it’s very easy to make mistakes while searching for partners.
During their search, Carl and Aliza made it very clear that they stand for scientifically accurate, peer-reviewed information. This helped funnel the search towards academic medicine, as they knew they could fulfill the role of making it consumer friendly. This drove them to seek out partners like Harvard Medical School and Mayo Clinic.
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Content Partnership Tip #2 – Furthering content partnerships: To facilitate the development of new content partnerships, Carl suggested talking to current content partners.
In regards to expansion, Vida’s users began asking for content on integrative medicine, complimentary medicine and natural medicine. In order to provide this information, Carl started to consider what organization shares Vida’s beliefs on providing scientific, peer-reviewed information. He then reached out to his existing partners for additional advice. This process has led to a future introduction with another potential content partner.
Content Partnership Tip #3 – Creating mutually beneficial content partnerships: To develop a strong, mutually beneficial relationship, it’s important to find alignment with companies that share your audience. Companies whose products compliment your existing products while sharing an audience are good filters for content partnerships.
After finding potential partners that meet those requirements, it’s important to get to know one another and discover if you share the same beliefs. Liking the partnering organization, respecting their work and getting into long term relationships is ultimately the goal.
For instance, Vida y Salud has a content partnership with General Mills. Both companies share a similar audience of women who are interested in healthy food and feeding their families well. Yet, both companies are different, so they aren’t competing with one another. The partnerships adequately serve each community, as General Mills provides healthy recipes to Vida y Salud in exchange for health tips.
If you want to learn more about the partnerships that have turned Vida y Salud into an industry-leading company with minimal risk and internal resources, join us tomorrow for our Building Online Partnerships webinar with Carl Kravetz.