These days, most Vendors have a Channel blog to help their Partners. The question to ask is: are those blogs giving Partners the information they need to be successful?
Six years ago, social media adoption was rising in the Channel and The VARGuy wondered if Vendor Channel blogs were dying. Now, in 2016, we can confidently say blogging is still going strong. The truth is, Vendor’s Channel Partner blogs are more important than ever.
With effective information, Vendors can incite Partners to take action and move them forward in their Partner journey. Channel blogs are a perfect platform to do just that. They’re an opportunity to drive consistent knowledge sharing and engagement with your Partner community.
Mix Up Your Channel Blog Posts
There is no one-size-fits-all approach to blogging; there are many ways to tell your story. Channel Partner success stories are one way to motivate your Partner audience. These blogs give props to top-performers, and inspire other Partners with real-life examples of what works and what doesn’t. Interviewing experts across your industry is another strategy to up-level your Partners’ engagement with insightful information about upcoming trends and events.
As a Vendor, you have a great opportunity and a broad set of resources to provide your Partners with the right information to help them grow. Ultimately, Channel Partner success is Vendor success. Whether you’re talking to a small Partner or larger ones with multiple locations, understanding their business needs and pain points helps your Channel blog resonate.
Help Partners Drive Demand
No matter their size, demand generation is likely your Partners’ number one concern. To publish an effective Channel blog, focus on helping your Partners find prospects and write posts that answer one or more of the following questions:
How can I help my Partners grow their businesses?
How does this blog topic help Channel Partners drive more demand for our products and services?
How does this Channel blog article motivate and support my Partners to do more?
When those questions are front and center you will automatically write more creative and engaging posts. A mix of content types is best. Try including videos, online training, podcasts, expert webinars, event highlights, content and resources from your Partner Portal. Just make sure they’re business best practices and address the needs of your Channel Partners.
The goal is to be specific in your messaging and helpful to incite action. When you accomplish these, your Channel blog will successfully keep your Partners engaged and coming to you for ideas and thought leadership.
For more information about blogging visit these articles and let us know if we can help in any way!