eBook for brand DAM technology

8/2/2019 eBook for brand DAM technology

1/17

Content Marketingin the ChannelHow high-tech companies can get more business

by pushing less, and sharing more


2/17

In the channel, it is the bestof times. It is the worst of times.

If youre marketing technology products through channel partners,youre seeing a tale of two markets.

One channel market eels like

it is crumbling:

Vendorsciteaslittleas10%useofmarketing

materialsbypartners.1

Cloud-drivensoftware-as-a-servicemodelsaredisruptingtheVARmodelmanypartnerstraditionallyused. 2

ThemajorityofMDFfundsforpartner-led

marketinggoesunused.

Another channel market beckons:

Thewebnowaccountsforover50%ofnew

salesleadsinthehigh-technologychannel.3

Thebestperformersherecite$20+innewrevenueforevery$1investedindemandcreationatthechannellevel.4

Thosepracticingbestpracticeareableto

morethandoublethenumberofinquiries

gettingtowonbusiness.

Content Marketing in the Channel

Why are some vendors ailing

where others succeed?

Wehavetalkedtoexperts,researched

widelyandspokentonumeroushigh-techchannelclients.Aprettyclearanswertothesequestionsemerged:

Well-managed content marketingmakes the crucial dierence.

Partnersaremorelikelytoengagewithvendor-drivencontentifitenhancestheirownpositioningasathoughtleaderand

knowledgecenter,ifitspackagedforconsumptionandifitcontributestotheirownsalesprocesses.5Theresultisgreatersalesforthevendor.

ThiseBookwilldemonstratetheprofoundeffectcontentmarketingcanhave(andishaving)onchannelpartnersales.Then,wellexplorehowtogoaboutcreating,distributing,managingand

measuringyourcontentmarketingprogram.

Now lets get to grips withthe channel challenge.

1BaptieChannelFocusarticlefromBrainsharkCreatingcontentthatworksforyourchannelhttp://channelocus.baptie.com/blogs/brainshark/archive/2010/09/22/creating-content-that-works-or-your-channel.aspx2Cloud computing will transorm the IT industry as it will alter the fnancial model upon which investors look at technology providers, and it will change vertical industries, making the impact o the Internet on the music industry look like a minor blip.PeterSondergahttp://www.gartner.com/it/page.jsp?id=1470115

3SiriusDecisions4SiriusDecisions5According to ChannelWeb, 82 percent o respondents said they are motivated by an OEM/vendors ability to sup ply leads.http://www.b2bmarketing.net/knowledgebank/telemarketing/best-practice/how-build-better-links-channel-partners

Email thisTweet this
http://channelfocus.baptie.com/blogs/brainshark/archive/2010/09/22/creating-content-that-works-for-your-channel.aspxhttp://www.gartner.com/it/page.jsp?id=1470115http://www.gartner.com/it/page.jsp?id=1470115http://www.gartner.com/it/page.jsp?id=1470115http://www.b2bmarketing.net/knowledgebank/telemarketing/best-practice/how-build-better-links-channel-partnershttp://www.b2bmarketing.net/knowledgebank/telemarketing/best-practice/how-build-better-links-channel-partnersmailto:?subject=Content%20Marketing%20in%20the%20Channel%20eBook&body=Hi,%20I%20thought%20you%20might%20like%20this%20eBook%20about%20Content%20Marketing%20in%20the%20Channel.%20It%27s%20about%20how%20high-tech%20companies%20can%20get%20more%20business%20by%20pushing%20less,%20and%20sharing%20more.%20Download%20it%20for%20free%20here:%20http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/#!/elateralhttp://www.linkedin.com/company/elateralmailto:?subject=Content%20Marketing%20in%20the%20Channel%20eBook&body=Hi,%20I%20thought%20you%20might%20like%20this%20eBook%20about%20Content%20Marketing%20in%20the%20Channel.%20It%27s%20about%20how%20high-tech%20companies%20can%20get%20more%20business%20by%20pushing%20less,%20and%20sharing%20more.%20Download%20it%20for%20free%20here:%20http://bit.ly/zGt9zThttp://www.b2bmarketing.net/knowledgebank/telemarketing/best-practice/how-build-better-links-channel-partnershttp://www.gartner.com/it/page.jsp?id=1470115http://channelfocus.baptie.com/blogs/brainshark/archive/2010/09/22/creating-content-that-works-for-your-channel.aspx


3/17

New Modes o Thought

in the Channel

Shit romanalogue-frstto web-frstdemand creation

Thewebisnowthenumberonesource

ofnewbusinessinthehigh-techchannel.

Itsbeengrowingsteadily,butlastyearitcrossedamagicalthreshold.HerefromdataprovidedbySiriusDecisions:

Program Inquiry Sources

Byweb,werefertopeoplewhoaccessavendorsorpartnerssiteandexplicitlyindicateinterestindoingbusiness(formlls

orcontactmekindsofinteractions).Thisproportionwillgrow.

Giventhatthemajorityofbusinessiscomingviatheweb,itisvitalforvendorswhowantto

usethehigh-techchanneltorecruitpartnerstotheironlinedemandgenerationefforts.Yet,aswesooftenseebythepoortake-upofthesekindsofprograms,theyrefailing.

Why?

Channelpartnerssinitiativesandmes

Theyoftenlackthetoimplementdigita

TheMDFprocess

itisjusttoocumbe

CampaigntacticsThepartnerreceivthatneedalastm

processorhelpto

Giventhiscleardisconeedofsomeprincichannelprograms:

First principle:Na

studywheretargetp1000to250,markethandoubled)7

Second principle:

spendmarketingTO

frontofmind,youre

Third principle:Foornearly-ready-to-gMakeiteasyforyou

Fourth principle:B

betrackedandmeaandperformancewi

Itturnsoutthateasereinforceeachother

leads.Howdoesthanewmodeofthoug

#1


6SCi Sales Group conducted a sur vey on LinkedIn and asked over 100 channel and account management experts what was their greatest challenge. Mindshare was top o the list.GrahamSmith,MarketingDirector,SCiSalesGrouphttp://www.b2bmarketing.net/knowledgebank/telemarketing/best-practice/how-build-better-links-channel-partners

7SiriusDecisions

http://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com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4/17

New Modes o Thought

in the Channel

An end to therandom acto marketing

#2


Oh no! Somebody marketed. exasperatedandconfused

channelpartner

Thussighsthechannelpartnerwhogetsaninquiryresultingfrommanydigitalmarketingprograms.Hemaynotknowwhetheritsacasualqueryfromastudentwhoclicked

onasimplePPCcampaign,oradeeplyengagedbusinessbuyerwhoseagerfortechnicalinformation.

Thatsthedangeroftherandomactof

marketing,anditisprevalentinthedigitalage.

The response is twoold:

Marketingautomation-drivendemandcentermodels

and

Highlyprescriptivedigitalmarketingprograms

forpartners.

The rise o marketing automation

Forthepastdecade,investmentindemandcreationonlinehasgoneoneway:up.Sirius

DecisionsJohnNeesonidentiedthatbest-in-classcompanieswere50%betterthantheircounterpartsatturningprospectsintosales.

Thekeydifference:marketingautomationtoolsthattrackeachandeveryactivity.8

LeadingmarketingcommunityEconsultancyreportsthatroughly71%ofcompaniesareeitherusingorplanningtousemarketing

automationtools.9

Thesetoolsaredesignedtosegmentaudiences

andtreatthemdifferentlybasedonwhattheywant,oraskfor.Thentrackwhatworks.

Theresultishigherconversion,and

amoresystematicwayofexecutingmarketingcampaigns.

Highly prescriptiv

programs or part

Oneleadingchannedescribeshowmany

apileofingredientsthemtocookupam

At best, theyll oer them andcontent to thethey come acro whether theat whatever stthe buyer has LazGonzale

Thatsthefollow-upmarketingautomatio

builtwithloadsofinfin.Itanswersallofth

Whatkindofconte

Howdowerespo

(someonedownlo

Howdowendo

aremostsuccessf

Simplifyingcampaigleadstomoretake-uinwinningbusiness.

Marketingautomatiocampaignsbothcry

Contenttodriveeve

Thisbringsustothethoughtinthechann

8http://www.demandgenreport.com/archives/eature-articles/221-siriusde cisions-summit-points-to-growing-need-or-demand-center-services-concept-.html9http://econsultancy.com/uk/reports/marketing-automation-buyers-guide10http://blog.siriusdecisions.com/Blog/bid/58291/Your-Partner-Program-Is-Served

http://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com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ownload%20it%20for%20free%20here:%20http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zTmailto:?subject=Content%20Marketing%20in%20the%20Channel%20eBook&body=Hi,%20I%20thought%20you%20might%20like%20this%20eBook%20about%20Content%20Marketing%20in%20the%20Channel.%20It%27s%20about%20how%20high-tech%20companies%20can%20get%20more%20business%20by%20pushing%20less,%20and%20sharing%20more.%20Download%20it%20for%20free%20here:%20http://bit.ly/zGt9zThttp://twitter.com/#!/elateralhttp://www.linkedin.com/company/elateralhttp://blog.siriusdecisions.com/Blog/bid/58291/Your-Partner-Program-Is-Servedhttp://econsultancy.com/uk/reports/marketing-automation-buyers-guidehttp://www.demandgenreport.com/archives/feature-articles/221-siriusdecisions-summit-points-to-growing-need-for-demand-center-services-concept-.html


5/17

New Modes o Thought

in the Channel

Content Marketing:Approachingprospects frst asinterested people


#3Ithasbeenontheriseforacoupleofyears,butmanypunditssee2012astheyear

whencontentmarketinghitsthesalesandmarketingmainstream.

AJanuary2012reportfromContentMarketingInstitutesurveyed1,092marketers,withthefollowingconclusions11:

Onaverage,B2Bmarketersemployeight

differentcontentmarketingtacticstoachievetheirmarketinggoals.

60%reportthattheyplantoincreasetheirspendoncontentmarketingoverthenext

12months.

Marketers,onaverage,spendover

aquarteroftheirmarketingbudgetoncontentmarketing.

Contentmarketingsvirtueshavecrossedoverfromspeculationtoestablishedfact:

Itaddressesaworldfullofprospectswithwhatsmostusefulfortheminsightandinformation.

Itallowsthemtoself-selectbasedontheirownneeds.

Andusingmarketingautomationitallows

vendorstosupportandassistprospectsontheirbuyerjourney.And,eventually,selltothem.

Mosttechnologyvendorsaregoingto

besomewhereonthecontentmarketingadoptioncurve.Inmanyinstances,direct

marketingandsalesteamswillbemoreadvancedinthisrespectthantheir

counterpartssupportingthechannel.

Doingcontentmarkadifferent,potentiall

rewardsaregreater.Contentmarketingmorecoordinationpublishbuttona

but

Thechannelprovi

distributionpathth

Indevelopingyourtoinuenceandinathird-party(thep

but

Partnersaddimmeeverypieceofthouarethatmuchclos

Thelistgoeson.

TherestofthiseBoo

minimizetherisksofchannel,andmaximBestPracticeConte

11http://www.contentmarketinginstitute.com/2011/12/2012-b2b-content-marketing-research/Email thisTweet this
http://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://www.contentmarketinginstitute.com/2011/12/2012-b2b-content-marketing-research/mailto:?subject=Content%20Marketing%20in%20the%20Channel%20eBook&body=Hi,%20I%20thought%20you%20might%20like%20this%20eBook%20about%20Content%20Marketing%20in%20the%20Channel.%20It%27s%20about%20how%20high-tech%20companies%20can%20get%20more%20business%20by%20pushing%20less,%20and%20sharing%20more.%20Download%20it%20for%20free%20here:%20http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zTmailto:?subject=Content%20Marketing%20in%20the%20Channel%20eBook&body=Hi,%20I%20thought%20you%20might%20like%20this%20eBook%20about%20Content%20Marketing%20in%20the%20Channel.%20It%27s%20about%20how%20high-tech%20companies%20can%20get%20more%20business%20by%20pushing%20less,%20and%20sharing%20more.%20Download%20it%20for%20free%20here:%20http://bit.ly/zGt9zThttp://twitter.com/#!/elateralhttp://www.linkedin.com/company/elateralhttp://www.contentmarketinginstitute.com/2011/12/2012-b2b-content-marketing-research/


6/17

Best Practice ContentMarketing in the Channel


Youwontstruggletondgreatgeneric

guidestocontentmarketing.Goaheadandgooglecontentmarketingguide.

Youllevenndspecicguidestocontentmarketingandfacebook,orcontent

marketingandlawnfurniture.

Webelievethatcontentmarketinginthechannelisauniqueandspecialdiscipline.Itrequiresadenedapproachand,done

right,leadstobetterresults.

How does it dier?

Thisvideo,anadvertisementforEDS,illustratesthefundamentalwaythatcontent

marketingdiffersinthechannel:

Not working?

YoucandownloadthelatestversionofAdobeAcrobat,oralternatively,watchthevideoonYouTube.

Asavendorusingcontentmarke

channel,yourethecowboy.Thepartners.Youneedtobringthem

placetoanotherdespitetheirinstodosomethingelse(ornothing

Bestpracticecontentmarketingisaboutindirectlyinuencingaudathird-party.

Traditional content marketing

best been dened thus:

Amarketingtechniqueofcreatindistributingrelevantandvaluable

toattractandengageaclearlydeunderstoodtargetaudience,inoprotablecustomeraction.12

Content marketing in the chacan be dened thus:

Amarketingtechniqueofusingc

attract,engageanddriveprotabfromanaudiencethatisclearlydunderstoodbestbychannelpart

contentsvalue,relevanceandddependonbenecialongoingintbetweenvendorandpartner.

Weretalkingabouttwodecided

activities,withdifferentmetricsanobstaclesandaccelerants.Withstartonbestpracticecontentmathechannel.

12http://www.junta42.com/resources/what-is-content-marketing.aspxEmail thisTweet this
http://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://www.adobe.com/acrobathttp://www.youtube.com/watch?v=m_MaJDK3VNEhttp://www.junta42.com/resources/what-is-content-marketing.aspxmailto:?subject=Content%20Marketing%20in%20the%20Channel%20eBook&body=Hi,%20I%20thought%20you%20might%20like%20this%20eBook%20about%20Content%20Marketing%20in%20the%20Channel.%20It%27s%20about%20how%20high-tech%20companies%20can%20get%20more%20business%20by%20pushing%20less,%20and%20sharing%20more.%20Download%20it%20for%20free%20here:%20http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zTmailto:?subject=Content%20Marketing%20in%20the%20Channel%20eBook&body=Hi,%20I%20thought%20you%20might%20like%20this%20eBook%20about%20Content%20Marketing%20in%20the%20Channel.%20It%27s%20about%20how%20high-tech%20companies%20can%20get%20more%20business%20by%20pushing%20less,%20and%20sharing%20more.%20Download%20it%20for%20free%20here:%20http://bit.ly/zGt9zThttp://twitter.com/#!/elateralhttp://www.linkedin.com/company/elateralhttp://www.junta42.com/resources/what-is-content-marketing.aspxhttp://www.youtube.com/watch?v=m_MaJDK3VNEhttp://www.adobe.com/acrobat


7/17

Start here:The expertise


Greatcontentmarketingstartswithgreatcontent.

We want to rene the industry knowledge

that runs through our veins into magnetic

thought leadership.

Thereareasmanywaystondinspirationtogreatcontentastherearecontentcreators.Thebestplacetostartistoaskyourselfone

simplequestion:

What does my target audience really

want to know (and that relates to our

common endeavor)?

Yes,weregivingawayourbestinsights.Inexchangeforsharingourknowledge,wellgetsomethingmuchmoreimportantcredibility,interestandengagement.Potential

leadsarenowleaningforward,notsittingback(witharmsfolded).

Therearethreegreatplacestostartwhenyourebuildingyourfoundationofcontent

marketingexpertise.

1. What kinds o questions

are you hearing?

Asatechnologyvendorusingthechannel,youspendalotoftimetalkingtochannelmanagersandpartners.Whatarethebigquestionsbeingaskedbythemarket?

Whatareyourpartnerscontactsgreatestworriesandconcerns?Whatkeepsthemupatnight?

Forexample,apartnertellsyouthatmanycustomersworryaboutsecurity.Thethoughtleadershipresponse:

How to improve the securityo your solutions: 5 steps.

BarbLevisayofRedmondChannelPartnerputitwell:

Most partners have plenty ointernal knowledge that wouldmake valuable, compellingcontent the challenge is ndingthe time to create and deliver.13

2. Whats the most interesting

content already in the market?

Sometimesyourthoughtleadershipstemsfrom

thefactthatyoufollowindustrydevelopmentsclosely,andknowthedeepsignicancebehindnewstories.

Wecangathersomeofthemostinteresting

newsaboutourspecicverticaleveryweekormonth,addafewlinestogivecontextorouruniquetakeandusethat(withattribution,

ofcourse).Thepointhereistostartinterestingconversations.

3. What kinds o great content

are we already sitting on?

Audityourself.Thatis,spendsometime

combingthroughyourpre-existingcontent.Theremaybenuggetsofthoughtleadershipgoldthere.Theymayneedonlysome

renementandpolishing.

Agoodplacetostartmightbeinacompanywiki,customerpresentationsorresearchyouvecompletedinanothercontext.Inmanycases,

thiscanberepurposedintoinsightapplicabletoawideaudience.

13http://rcpmag.com/Blogs/Marketing-Matters/2011/02/Content-Marketing.aspx

G

You knonatural c

connectSometim

we have

marketi

Give himspeak to

to addreand lit h

up. Thiscontent

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8/17

Thinking vehicles:packaging the expertise


Thisprocessisknownascontentatomization.Whileitfeelspointless(arentwejustrepeatingthe

samething,moreorless?),itdoesyourreadersatremendousservice,bygivingthemagoodstoryindifferentformats.Theycanread,review,shareorrespondinthewaythatTHEYchoose.

Some o the mostcontent vehicles

eBook

Like what youre looking at right n

White paperOten a more technical take on th

Blog post8 ways to, How to do this

E-newsletter

Things to consider this month, or

SlideshowA visual tour through one o our s

Inographic

Statistics related to your busines

Landing pages

Usually a shiny path to your conte

VideoLike 60 Minutes, but starring you

Social campaigns

Conversational content on twitter

Youwanttodeliverasmuchcontentrepoweraspossible,whereitwillserveyoubest.

Thisisasimplestrategytodothat.

Thoughtleadershipcomesinmanydifferentforms,shapesandsizes.Onegoodideacanberecombinedinmanydifferentways,fordifferentcontextsanddifferentaudiences.

ConsiderthepathofyourhypotheticalstoryaboutBestPracticesinServerMaintenance(imagineyourcustomershaveaburninginterestinthetopic).

Youmightstartwithasingle blog postlistingyoureight

bestpractices.

Thesecanalsoformthebasisforagreat

littleseries oe-newsletters.

Thenyoubreakeachofthesebestpracticesintoseparate blogpostswhereyougointogreaterdetail.Thatgivesyoueight

newgreatlittlepiecesofcontent.

Withtheeightmorein-depthblogposts,

youcannowmakeaneBook or mini

white paper.

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Gt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zThttp://twitter.com/home/?status=Check+out+this+eBook+Content+Marketing+in+the+Channel+http://bit.ly/zGt9zTmailto:?subject=Content%20Marketing%20in%20the%20Channel%20eBook&body=Hi,%20I%20thought%20you%20might%20like%20this%20eBook%20about%20Content%20Marketing%20in%20the%20Channel.%20It%27s%20about%20how%20high-tech%20companies%20can%20get%20more%20business%20by%20pushing%20less,%20and%20sharing%20more.%20Download%20it%20for%20free%20here:%20http://bit.ly/zGt9zThttp://twitter.com/#!/elateralhttp://www.linkedin.com/company/elateral


9/17

Youraudiencelivesinmanyplaces,literallyandguratively.

Theyallcometoyourcontentwithdifferent

backgrounds,differentintentsanddifferentskillsets.

JustlikeaHollywoodproducerthinksdemographicswitheachsummerblockbuster(weneedtonailthe16-17yearoldgirlbracket!),

youasacontentmarketerinthechannelneed

tothinkaboutyourownbrackets.

Forthevendormanagingcontentmarketinginthehigh-techchannel,theaudienceyoure

targetingmustbeverybroad.Somethemeswillemergehowever:

1. Everyone is on a buyer journey

Youraudiencewillrangefromneverheardof

usoroursolutionstojustabouttobuyinabigway.Buildcontentthatworksforeither,andthestagesinbetween.

2. Decision-makers have many favors

Youcantalwaysbeaddressingthefanciesttitle

intheroom.Somepeoplehaveamoretechnicalbent(CIOs,ITmanagers,engineers,etc.).

Othersthinkonlyaboutcosts(CFO,procurement).Theywillallbenetfrom

contenttailoredtotheirviewoftheworld.

3. Other audience brackets

Thesemightincludethetechnologytruebelievers,theangryITguy,theskepticalCEO,

theeagerrstadopters,aswellastheirpolaropposites.Youandyourchannelpartnersknowthetypesworthconsidering.

Build a basic audience management toolThechallengeofefcientlymanagingahandfulofaudiencesandpersonasincontentmarketinghasbeentackledbefore.Onewayofensuringthatyoureaddressing

allofyourdifferentaudiencesovertimeisviaabasiccontentschedule.

Buildaspreadsheetwithyourkeydimensionssaypersonasonthex-axisandstagesof

thepurchasejourneyonthey-axis.Thenlistupyourcontent,andscheduleitforproductionanddistribution.


Buyers = Audience = Buyers

Your content calendarPersonas

C E O

Awareness Winning over new unknowns

Post1TitleDateofproductionandpublication


Objection clearing bringing up fears and concerns



Consideration People who know us, and are comparing



Objection clearing bringing up fears and concerns



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10/17

Rolling it out:Publishing thoughtleadership via partnersBeforeanythinggoesviral,thinkstructure.

Whenyourecontentmarketinginthechannel,youhaveanaturaldistributionstructureforyour

contentthatmostmarketersdontautomaticallyhave.Butyouneedtoorganizeyourselfbeforeyoudistribute,fortwogoodreasons:

1. Content with labels and instructions

get used

Whengivenapieceofthoughtleadership

andnoparticularinstruction,achannelpartnersmostlikelytoleaveitorblastitouttohiswhole

mailinglistindiscriminately.Eitherresultissub-optimal.

2. Content can lead to business,

or hurt business

IfyouprovidechannelpartnerswithanattractivelandingpagelinkingtoaneBook,youreliabletogetsomeformslledoutandgreatsalesleads.Ontheotherhand,anarmyofpartnerspushing

theexactsamecontentthroughtheirblogscanhurteveryonesSEO.

Herearesomewaystostartstructuringyourcontentdistributiontochannelpartners:

Tagging

Puttagsonyourcontentthatprovidepartnerswithcontext.Thentheyllknowwhichcontentisforthewholemailinglist,whichisforhot

prospects,whichisforexistingclients,etc.

Gating

Theresawholescienticeldaroundwhento

askwebvisitorstolloutaformforcontent,andwhennotto.Ruleofthumb:Onlyaskforpeopletolloutaformwhenyouintendtousetheinformationimmediately.Dontgatherinfojusttobuildupale.

Duplication

Googlenowpunishessitesthatpublishcontentthatisidenticalwithcontentalreadyontheweb.TakesomeadvicefromtheJuiceMarketingblog:

You better have some highquality, original content onyour website that complementsthe plug-and-play stu.

Mark Badran, Juice Marketing LLC14

Further,youneedtomanagethecontentexpectationsandneedsofyourpartnersvis--visyourowndirectsalesteams.

AsChannelChampionputsit:

There is growing channel confictbetween channel partners and thevendors own proessional servicesgrouphow do vendors manageconfict between the twocompeting groups?15

Inotherwords,theyllcompeteforcontenttoo.

Keywording

Everypieceofcontentshouldbeassociatedwithkeywordsthatapplytoyourspecicbusinessandtheneedyoursolutionsmeet.Workingthesekeywordsintotitlesand

sub-headers,landingpagesandPPCadswillshowresults.


Tc

You hav

the chasepara

and co

proposadopte

into chinfuen

14http://juice-marketing.com/blog/hey-sage-what-happened-to-di erentiate-or-die/15ChannelChampionsiteWhatsgoingtokeepyouupatnightin2012?http://cluster3.ccionline.biz/wordpress/?p=50116BaptieChannelFocusHawkeyeblogSocialmediaandthechannelhttp://channelocus.baptie.com/blogs/hawkeye/archive/2011/03/08/social-media-and-the-channel.aspx

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eBook for brand DAM technology

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