Distributing content throughout your channel partner community will give them the tools needed to successfully sell your products. Having a content library and a strategy to go with it that can be implement throughout your channel will take pressure off of your partners and allow them to maximize marketing development and co-op funds. You’ll also want to create a unified message across your channel, which will help to develop your brand and allow you to optimize your channel marketing efforts through in-depth analysis and A/B testing.
“Don't underestimate how important it is to have a really solid base of core content assets that your channel partners can share with current and potential customers. And by "core content assets," I'm talking about truly engaging content, such as high-quality infographics, articles, and whitepapers that educate people” - Forbes
Content comes in many forms. Supporting your channel partners content marketing efforts with written blogs, videos, infographics, emails, ad copy, memes, graphics and images will have a profound effect on the revenue you draw from your channel.
“SEO demands content. Content marketing is content. There is no such thing as SEO without content. You need words, articles, substance, keywords, verbiage.” - Kissmetrics
Content is what feeds SEO. Optimized educational content is the one constant in any effective inbound marketing strategy. Search engine rankings are instrumental in your brand’s ability to be found online. Having an entire community distributing your content will grow brand awareness and online presence.
“Without content your social media marketing is doomed to fail. Because neither you nor anyone else has enough fodder to share in social media and keep you visible.” – The Social Ms
B2B organizations that use the channel rely heavily on LinkedIn and YouTube to distribute content. Social media puts your brand in front of a large audience and allows you to interact with your potential clients and current customers. While the distribution process has changed a bit with a drive towards paid advertising, content is the only way to be found on social media.
“Meanwhile as content marketing rises in importance, email marketing has been enjoying a resurgence in utility as the tried and true channel for reaching people where they gather every day: their inbox.” - Oracle
Email marketing is still one of the best ways to drive engagement with your audience. Developing engaging email copy and eye-catching headlines requires an investment of time and money but is necessary to show a return on your investment. Providing your channel partners with fresh or proven email content will make their campaigns more effective.
“The advertisement copy should be prepared in such a manner that a reader gets ever lasting impression about the product.” – Your Article Library
Cutting through the noise online requires personalized content aimed at a targeted and segmented audience. Providing ad copy to your partners will allow them to focus on strategy and analytics. Ad copy should to be evaluated frequently and may need to be tailored to fit a certain market.
Whether you’re talking inbound or outbound tactics, digital or old school, marketing has always required quality content. With so many brands having an online voice, ensuring your partners are equipped with a library of relevant, educational, core content is a long-term strategy to increase channel revenue.
