Most of the Channel Partners we work with are struggling to develop content that gains traction for demand or lead generation. We get it. They are overtaxed with day-to-day fire drills and juggling a stack of Vendors and an even larger stack of incoming emails.
Who has time to write and publish blogs or follow a communications strategy - especially if they don’t have a marketing department and content creation is left up to their salespeople?
As their Vendor partner, you can help!
By mid-2015 a whopping two million blogs were being published online - each day. Two-plus years later it’s jumped to well over five million blogs published daily. Also in mid-2015, MarketingProfs pointed out the obvious - if you were creating “me-too” copycat posts, you were wasting precious time.
Nothing has changed there. And as the glut of content grows, the challenge of developing content that stands out also grows. But don’t worry, it’s still possible for your Partners to gain attention and SEO value from content despite the odds.
The trick is to stand out. Easier said than done? Not necessarily, said content guru Marcus Sheridan when the Channel Maven team saw him live this fall at Hubspot Inbound 2018. Difficult, yes. But impossible, no. The key lies in… building trust.
You might have guessed that trust would be the game-changer. It makes sense and it’s also why developing thought leadership is immensely important and influencer marketing is so valuable. But the question for most Partners remains…how can they create standout content with a small and/or overtaxed team?
Partners also need to be aware that different types of content appeals to different roles, genders, and generational demographics all of which are likely on the team of decision makers. Partners shouldn’t underestimate the power of video in conjunction with written content. Podcasts work well too with some audiences.
When you help your Partners understand their audience, you’ll make it easier for them to develop relevant content, build trust, and drive sales. At Channel Maven we work with a diverse group of Vendors across all types of technologies and a wide variety of Channel Partners. If you need help enabling your Partners to develop content that drives sales, generates more leads, or better communicates to their audience, we’re here for you.