One of the most important marketing materials you can provide to your channel partners is quality targeted content. Content is what drives brand awareness, SEO and even partner loyalty. Are you providing your channel enough content?
Information Sharing Creates Brand Consistency
“Brand consistency is the pattern of expression that affects what people think about your company. The more consistent your messaging, the more consistent your branding — whether via words, design, offerings or perspective. Your brand should build awareness and develop trust and loyalty with customers.” - Clearvoice
Distributing content to each of your channel partners will ensure consistent branding. This may require providing daily blogs, social media posts, graphics, images, videos and more. Many smaller companies lack the bandwidth to create effective content. A more hands-on approach from channel managers in regards to outsourcing will guarantee consistent messaging, help to maximize MDFs and give your partners a clear roadmap for making sales.
Content Drives Search Engine Optimization
“Content is vital to capturing online traffic. In fact, content marketing adopters have a 6x higher conversion rate on their websites than their competition does.” – Xerox
HubSpot statistics show that an increase from 0-4 to 12-16 monthly blogs can increase website traffic three and a half times. Multiple daily posts for social media as well as premium content to convert visitors to leads will also be needed. Your blog articles, static website pages, social media accounts and posts should all be optimized for both SEO and lead generation. A partner community working in harmony can make each of them more effective and easier to find online.
Supporting Your Channel Pays Off
“To get the best from your channel partners, you must motivate them and provide support in the form of marketing resources and funding, training and business development programs.” – Houston Chronicle
Fully supporting your channel’s inbound marketing efforts can bring about greater sales revenue at a lower cost than traditional marketing tactics. Driving channel partner loyalty, enthusiasm and revenue all start with supporting their marketing and sales initiatives.
