Creating Credible Content and Community-Building Collabs

Today on the pod, Emma Apple Chozick joins us and is an incredible guest who we've known for a couple of years now, and with whom we did a great collab, if you will, with her former employer Thingtesting. These days she is breaking down the world of cultural events and brand partnerships and also a little bit of the explainer content that's out there and providing consulting and the opportunity for collaborations that build partnerships and community that make sense for everyone involved.Trifecta of OpportunityKey takeaways:{00:15:54} - “There's a short term opportunity that we all have in business and in brand building where you can quickly and probably pretty effectively monetize some opportunity. But if you think long term, the question that really begins to make itself apparent is do we have a viable strategy? Over the long term, how do I grow a very trustworthy audience? How do I have a relationship with an audience if my entire relationship with them from the very get go is based on some commercial nature?” - Phillip{00:20:13} - “I think about partnerships as people to people, brands to people, and brands to investors. All of these different moments in which you're bringing in new people into the conversation and they can bring their community, you can bring your community, and let's make something big and exciting and thoughtful here.” - Emma{00:24:43} - “I do think that people still need to be thoughtful in the collaborations they're doing. And sometimes you look at a collab and you're like, okay, this feels a little bit of someone trying to reach for press, and that's not really how I look at collaborations. I think they genuinely need to make sense.” - Emma{00:39:36} - “You have to think about who you're getting in front of and why you want to get in front of those people because if that audience demographic is not going to resonate with you as a brand or your product or whatever the mishmash of the two products is, then it's not really worth anyone's time to invest in creating that partnership. I think the best partnerships happen when the audiences are aligned on something.” - EmmaAssociated Links:Learn more about Emma Apple Chozick and gr8 collab. Check out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printThe MUSES Journal is here! Grab your copy of our latest annual journal today at musesjournal.comSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future CommerceHave any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!