A good example of this is a partnership we cemented with Forbes. Here we created a hub on their site and worked with them to identify topics their audience is looking for which ladder up to our own brand pillars -- bridging the gap back to our solutions.
Clicking deeper into the hub gives readers the payoff of great info, and us the payoff of brand recognition in tandem with a news source they trust.
We looked to partnerships like Nativo to help us distribute (and measure) our baskets of eggs. We found great success pairing emotional, story-led video content with more straightforward text.