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Content Marketing in the Channel

How high-tech companies can get more business by pushing less, and sharing more

Content Marketing in the Channel

In the channel, it is the best of 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 feels like it is crumbling:
endors cite as little as 10% use of marketing V materials by partners.1 loud-driven software-as-a-service models C are disrupting the VAR model many partners traditionally used.2 he majority of MDF funds for partner-led T marketing goes unused. Why are some vendors failing where others succeed? We have talked to experts, researched widely and spoken to numerous high-tech channel clients. A pretty clear answer to these questions emerged:

Another channel market beckons:


he web now accounts for over 50% of new T sales leads in the high-technology channel.3 he best performers here cite $20+ in new T revenue for every $1 invested in demand creation at the channel level.4 hose practicing best practice are able to T more than double the number of inquiries getting to won business. Partners are more likely to engage with vendor-driven content if it enhances their own positioning as a thought leader and knowledge center, if its packaged for consumption and if it contributes to their own sales processes.5 The result is greater sales for the vendor. This eBook will demonstrate the profound effect content marketing can have (and is having) on channel partner sales. Then, well explore how to go about creating, distributing, managing and measuring your content marketing program.

Now lets get to grips with the channel challenge.

Well-managed content marketing makes the crucial difference.

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Baptie ChannelFocus article from Brainshark Creating content that works for your channel http://channelfocus.baptie.com/blogs/brainshark/archive/2010/09/22/creating-content-that-works-for-your-channel.aspx Cloud computing will transform the IT industry as it will alter the financial model upon which investors look at technology providers, and it will change vertical industries, making the impact of the Internet on the music industry look like a minor blip. Peter Sondergaard, Gartner http://www.gartner.com/it/page.jsp?id=1470115 3 Sirius Decisions 4 Sirius Decisions 5 According to ChannelWeb, 82 percent of respondents said they are motivated by an OEM/vendors ability to supply leads. http://www.b2bmarketing.net/knowledgebank/telemarketing/best-practice/how-build-better-links-channel-partners
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Content Marketing in the Channel

The web is now the number one source of new business in the high-tech channel. Its been growing steadily, but last year it crossed a magical threshold. Here from data provided by Sirius Decisions:

hannel partners suffer under a deluge of C initiatives and messages from vendors.6 hey often lack the know-how or incentive T to implement digital marketing programs. he MDF process that theyd need to drive T it is just too cumbersome and painful. ampaign tactics arent ready-to-go. C The partner receives a pile of materials that need a last mile and theres no process or help to go that last mile. Given this clear disconnect, were in need of some principles that improve channel programs: First principle: Narrow your channel (in one study where target parters were cut from 1000 to 250, market investment ratio more than doubled)7 Second principle: Increase how much you spend marketing TO the channel (if youre not front of mind, youre nowhere) Third principle: Focus on ready-to-go or nearly-ready-to-go marketing materials. Make it easy for your messages to be used. Fourth principle: Build programs that can be tracked and measured, and link usage and performance with future rewards. It turns out that ease of use and measurement reinforce each other, and bring about more leads. How does that work? Thats the next new mode of thought in the channel

#1

New Modes of Thought in the Channel

Program Inquiry Sources

Shift from analogue-first to web-first demand creation

By web, we refer to people who access a vendors or partners site and explicitly indicate interest in doing business (form fills or contact me kinds of interactions). This proportion will grow. Given that the majority of business is coming via the web, it is vital for vendors who want to use the high-tech channel to recruit partners to their online demand generation efforts. Yet, as we so often see by the poor take-up of these kinds of programs, theyre failing. Why?

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SCi Sales Group conducted a survey on LinkedIn and asked over 100 channel and account management experts what was their greatest challenge. Mindshare was top of the list. Graham Smith, Marketing Director, SCi Sales Group http://www.b2bmarketing.net/knowledgebank/telemarketing/best-practice/how-build-better-links-channel-partners 7 Sirius Decisions
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Content Marketing in the Channel

Oh no! Somebody marketed.


xasperated and confused e channel partner

The response is twofold: Marketing automation-driven demand center models and Highly prescriptive digital marketing programs for partners. The rise of marketing automation For the past decade, investment in demand creation online has gone one way: up. Sirius Decisions John Neeson identified that best-inclass companies were 50% better than their counterparts at turning prospects into sales. The key difference: marketing automation tools that track each and every activity.8 Leading marketing community Econsultancy reports that roughly 71% of companies are either using or planning to use marketing automation tools.9

#2

New Modes of Thought in the Channel

An end to the random act of marketing

Thus sighs the channel partner who gets an inquiry resulting from many digital marketing programs. He may not know whether its a casual query from a student who clicked on a simple PPC campaign, or a deeply engaged business buyer whos eager for technical information. Thats the danger of the random act of marketing, and it is prevalent in the digital age.

Highly prescriptive digital marketing programs for partners One leading channel marketing expert describes how many vendors give their partners a pile of ingredients and expect them to cook up a masterpiece.

At best, theyll take what you offer them and shotgun the content to the first prospect they come across, regardless of whether the content resonates at whatever stage in the cycle the buyer has entered.
az Gonzalez, Sirius Decisions10 L Thats the follow-up to measurement and marketing automation: Campaigns need to be built with loads of information and insight builtin. It answers all of the partners questions: hat kind of content gets sent to whom? W

These tools are designed to segment audiences ow do we respond to a given action H and treat them differently based on what they (someone downloads our white paper)? want, or ask for. Then track what works. ow do we find out what kinds of content H The result is higher conversion, and are most successful with prospects? a more systematic way of executing marketing campaigns. Simplifying campaigns in the partners eyes leads to more take-up, plus greater success in winning business. Marketing automation and prescriptive campaigns both cry out for one thing: Content to drive everything forward. This brings us to the third new mode of thought in the channel: Content Marketing.

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http://www.demandgenreport.com/archives/feature-articles/221-siriusdecisions-summit-points-to-growing-need-for-demand-center-services-concept-.html http://econsultancy.com/uk/reports/marketing-automation-buyers-guide 10 http://blog.siriusdecisions.com/Blog/bid/58291/Your-Partner-Program-Is-Served


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Content Marketing in the Channel

#3

New Modes of Thought in the Channel

It has been on the rise for a couple of years, but many pundits see 2012 as the year when content marketing hits the sales and marketing mainstream. A January 2012 report from Content Marketing Institute surveyed 1,092 marketers, with the following conclusions11: n average, B2B marketers employ eight O different content marketing tactics to achieve their marketing goals. 0% report that they plan to increase their 6 spend on content marketing over the next 12 months. arketers, on average, spend over M a quarter of their marketing budget on content marketing.

Content marketings virtues have crossed over from speculation to established fact: t addresses a world full of prospects I with whats most useful for them insight and information. t allows them to self-select based on their I own needs. nd using marketing automation it allows A vendors to support and assist prospects on their buyer journey. And, eventually, sell to them. Most technology vendors are going to be somewhere on the content marketing adoption curve. In many instances, direct marketing and sales teams will be more advanced in this respect than their counterparts supporting the channel.

Doing content marketing in the channel is a different, potentially harder, game. But the rewards are greater. ontent marketing in the channel requires C more coordination; you cant just push the publish button and call it a day. but he channel provides an immediate content T distribution path that is inherently scalable. n developing your content, you have I to influence and inspire the market via a third-party (the partners) but artners add immediacy and authority to P every piece of thought leadership, as they are that much closer to the audience. The list goes on. The rest of this eBook is about helping you to minimize the risks of content marketing in the channel, and maximize the reward. We call it Best Practice Content Marketing in the Channel.

Content Marketing: Approaching prospects first as interested people

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http://www.contentmarketinginstitute.com/2011/12/2012-b2b-content-marketing-research/

Content Marketing in the Channel

Best Practice Content Marketing in the Channel


You wont struggle to find great generic guides to content marketing. Go ahead and google content marketing guide. Youll even find specific guides to content marketing and facebook, or content marketing and lawn furniture. We believe that content marketing in the channel is a unique and special discipline. It requires a defined approach and, done right, leads to better results. How does it differ? This video, an advertisement for EDS, illustrates the fundamental way that content marketing differs in the channel: As a vendor using content marketing in the channel, youre the cowboy. The cats are your partners. You need to bring them from one place to another despite their instinctual wish to do something else (or nothing at all). Best practice content marketing in the channel is about indirectly influencing audiences through a third-party. Traditional content marketing has best been defined thus: A marketing technique of creating and distributing relevant and valuable content to attract and engage a clearly defined and understood target audience, in order to drive profitable customer action.12 Content marketing in the channel can be defined thus: A marketing technique of using content to attract, engage and drive profitable actions from an audience that is clearly defined and understood best by channel partners. The contents value, relevance and distribution depend on beneficial ongoing interactions between vendor and partner. Not working? You can download the latest version of Adobe Acrobat, or alternatively, watch the video on YouTube. Were talking about two decidedly different activities, with different metrics and with built-in obstacles and accelerants. With that, lets start on best practice content marketing in the channel.

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http://www.junta42.com/resources/what-is-content-marketing.aspx

Content Marketing in the Channel

Start here: The expertise


Great content marketing starts with great content. We want to refine the industry knowledge that runs through our veins into magnetic thought leadership. There are as many ways to find inspiration to great content as there are content creators. The best place to start is to ask yourself one simple question: What does my target audience really want to know (and that relates to our common endeavor)? Yes, were giving away our best insights. In exchange for sharing our knowledge, well get something much more important credibility, interest and engagement. Potential leads are now leaning forward, not sitting back (with arms folded). There are three great places to start when youre building your foundation of content marketing expertise. 1. What kinds of questions are you hearing? As a technology vendor using the channel, you spend a lot of time talking to channel managers and partners. What are the big questions being asked by the market? What are your partners contacts greatest worries and concerns? What keeps them up at night? For example, a partner tells you that many customers worry about security. The thought leadership response: 2. Whats the most interesting content already in the market? Sometimes your thought leadership stems from the fact that you follow industry developments closely, and know the deep significance behind new stories. We can gather some of the most interesting news about our specific vertical every week or month, add a few lines to give context or our unique take and use that (with attribution, of course). The point here is to start interesting conversations. 3. What kinds of great content are we already sitting on? Audit yourself. That is, spend some time combing through your pre-existing content. There may be nuggets of thought leadership gold there. They may need only some refinement and polishing. A good place to start might be in a company wiki, customer presentations or research youve completed in another context. In many cases, this can be repurposed into insight applicable to a wide audience.
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Guru farming
You know that partner who has natural charisma and an easy connection with his clients? Sometimes, in these personalities, we have a real channel content marketing guru waiting to emerge. Give him or her the opportunity to speak to a wider audience. Ask him to address a topic that interests him and lift him or her and the content up. This is how you cultivate great content and new thought leaders.

How to improve the security of your solutions: 5 steps.


Barb Levisay of Redmond Channel Partner put it well:

Most partners have plenty of internal knowledge that would make valuable, compelling content the challenge is finding the time to create and deliver.13

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

Content Marketing in the Channel

Thinking vehicles: packaging the expertise


You want to deliver as much content firepower as possible, where it will serve you best. This is a simple strategy to do that. Thought leadership comes in many different forms, shapes and sizes. One good idea can be recombined in many different ways, for different contexts and different audiences. Consider the path of your hypothetical story about Best Practices in Server Maintenance (imagine your customers have a burning interest in the topic). You might start with a single blog post listing your eight best practices. Then you break each of these best practices into separate blog posts where you go into greater detail. That gives you eight new great little pieces of content.

Some of the most common content vehicles


eBook Like what youre looking at right now White paper Often a more technical take on the eBook Blog post 8 ways to, How to do this or Guide to that E-newsletter Things to consider this month, or things to help you Slideshow A visual tour through one of our stories Infographic Statistics related to your business, in a visual story Landing pages Usually a shiny path to your content or business Video Like 60 Minutes, but starring you and your peers Social campaigns Conversational content on twitter, facebook or the like

These can also form the basis for a great little series of e-newsletters.

With the eight more in-depth blog posts, you can now make an eBook or mini white paper.

This process is known as content atomization. While it feels pointless (arent we just repeating the same thing, more or less?), it does your readers a tremendous service, by giving them a good story in different formats. They can read, review, share or respond in the way that THEY choose.

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Content Marketing in the Channel

Your audience lives in many places, literally and figuratively. They all come to your content with different backgrounds, different intents and different skill sets.

3. Other audience brackets These might include the technology true believers, the angry IT guy, the skeptical CEO, Just like a Hollywood producer thinks the eager first adopters, as well as their polar demographics with each summer blockbuster opposites. You and your channel partners (we need to nail the 16-17 year old girl bracket!), know the types worth considering. you as a content marketer in the channel need to think about your own brackets. Build a basic audience management tool The challenge of efficiently managing a For the vendor managing content marketing handful of audiences and personas in in the high-tech channel, the audience youre content marketing has been tackled before. targeting must be very broad. Some themes One way of ensuring that youre addressing will emerge however: all of your different audiences over time is via a basic content schedule. 1. Everyone is on a buyer journey Your audience will range from never heard of Build a spreadsheet with your key dimensions us or our solutions to just about to buy in a big say personas on the x-axis and stages of way. Build content that works for either, and the the purchase journey on the y-axis. Then list stages in between. up your content, and schedule it for production and distribution. 2. Decision-makers have many flavors You cant always be addressing the fanciest title in the room. Some people have a more technical bent (CIOs, IT managers, engineers, etc.).
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Business buyer

Others think only about costs (CFO, procurement). They will all benefit from content tailored to their view of the world.
Personas

Web admin / System admin 9

Buyers = Audience = Buyers

Awareness Winning over new unknowns Post 1 Title Date of production and publication Post 2 Title Date of production and publication

Objection clearing bringing up fears and concerns Post 9 Title Date of production and publication Post 10 Title Date of production and publication

Consideration People who know us, and are comparing Post 5 Title Date of production and publication Post 6 Title Date of production and publication

Objection clearing bringing up fears and concerns Post 9 Title Date of production and publication Post 10 Title Date of production and publication

CIO

Your content calendar

Tech buyer

IT director

CEO

CFO

Content Marketing in the Channel

Rolling it out: Publishing thought leadership via partners


Before anything goes viral, think structure. When youre content marketing in the channel, you have a natural distribution structure for your content that most marketers dont automatically have. But you need to organize yourself before you distribute, for two good reasons: 1. Content with labels and instructions get used When given a piece of thought leadership and no particular instruction, a channel partners most likely to leave it or blast it out to his whole mailing list indiscriminately. Either result is sub-optimal. Here are some ways to start structuring your content distribution to channel partners: Tagging Put tags on your content that provide partners with context. Then theyll know which content is for the whole mailing list, which is for hot prospects, which is for existing clients, etc. Further, you need to manage the content expectations and needs of your partners vis--vis your own direct sales teams. As Channel Champion puts it:

Thinking like a channel partner

Gating Theres a whole scientific field around when to ask web visitors to fill out a form for content, and when not to. Rule of thumb: Only ask for people In other words, theyll compete for content too. to fill out a form when you intend to use the Keywording information immediately. Dont gather info just Every piece of content should be associated to build up a file. with keywords that apply to your specific 2. Content can lead to business, business and the need your solutions meet. or hurt business Duplication If you provide channel partners with an attractive Google now punishes sites that publish content Working these keywords into titles and landing page linking to an eBook, youre liable to that is identical with content already on the web. sub-headers, landing pages and PPC ads get some forms filled out and great sales leads. Take some advice from the Juice Marketing blog: will show results. On the other hand, an army of partners pushing You better have some high the exact same content through their blogs can quality, original content on hurt everyones SEO.

There is growing channel conflict between channel partners and the vendors own professional services grouphow do vendors manage conflict between the two competing groups?15

You have to start marketing to the channel as though it is a separate target market. Build and communicate clear value propositions, and find early adopters then turn them into champions who will influence peers. Daniel Stevenson, Iron Mountain Digital16

your website that complements the plug-and-play stuff.


Mark Badran, Juice Marketing LLC14

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http://juice-marketing.com/blog/hey-sage-what-happened-to-differentiate-or-die/ Channel Champion site Whats going to keep you up at night in 2012? http://cluster3.ccionline.biz/wordpress/?p=501 16 Baptie ChannelFocus Hawkeye blog Social media and the channel http://channelfocus.baptie.com/blogs/hawkeye/archive/2011/03/08/social-media-and-the-channel.aspx
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Content Marketing in the Channel

Going scientific: Measuring and managing


The webs great differentiator in a sales and marketing context has been its measurability. You can track who does what, and then treat them differently based on their behavior and the needs they demonstrate. Earlier in this eBook, we shared a pretty powerful figure: There are two routes to take when it comes to measurement the simple route (ideal for partners) and the advanced route (better for vendors). The Simple Route The holy grail of measurement for very basic digital marketing is Google Analytics. Anyone can append a small piece of code to any web-page and then track how many people come to that page, where theyre from, where they go and what they did on the page. Partners can use a tool like Googles URL builder to create a unique web address to online content, then track it through Google Analytics. Link shorteners like bit.ly provide analytics to each link, but only limited intelligence regarding the traffic. The Advanced Route While the simple tools will give you feedback regarding how your content is faring, youll be little wiser regarding the content needs of each user. Also, as a publisher pushing content towards websites that you dont own or control (your partners), youre more or less blind to whats working. More advanced measurement tools like Elaterals Marketing Services Cloud will track usage and performance of content throughout its lifecycle. Which white paper was published by which partner, where was it published and how many times was it downloaded?

Give partners what they want and measure it

Companies that follow their buyers intent and treat each buyer differently based on his or her intent are able to close up to twice as much business.

Use the cloud to enable partners to learn and drive demand with content they can watch and use, anytime, anywhere. [Then] measure interactions with partners and their customers in social media, email, portals and websites to understand which partners are engaged and help them prioritize leads. Jon Whitlock17

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http://channelfocus.baptie.com/blogs/brainshark/archive/2011/07/18/three-channel-communication-strategies-that-grab-attention-and-drive-revenue-a.aspx

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Content Marketing in the Channel

Manage the production of more great content


Your channel partners will tell you what they want to publish and their clients will tell you what they want to read. How? Through the numbers. We call it the Virtuous Content Loop. Heres how it works: 1. s a vendor, you publish three white papers A (Alpha, Beta and Delta) and make them available to your partners. The Virtuous Content Loop leads to some pretty powerful results for the content marketer in the channel: Your partners become steadily smarter at content marketing automatically, with measurable improvement. You do things that work more often, and things that fail less often.

Channel content merchandising


Merchandising is the art of putting something a buyer wants to buy, in front of them, at an opportune moment. Like selling water in the desert. You can do the same with content on partners sites. Help partners put stories and content into sidebars and widgets when it fits with the information on-page. Like a Best practices in bandwidth management story to put on a page about your bandwidth management product.

One of the most profound changes to marketing has been the steepness of the learning curve 2. 5% of your partners publish the white 2 brought about by digital marketing papers (through display ads and landing measurement. Gone are the days of guessing pages) on their site. what the market likes. Now you can see 3. he Delta white paper generates 90% T specifically what they read. of downloads. Alpha and Beta bring This is the initial bounty of content marketing 2 and 8%, respectively. combined with measurement better 4. ou take this insight and create a unique Y management of your resources. campaign around Delta for the remaining 75% of partners, complete with estimated ROI. 5. ou share your data with corporate Y marketing, who (hopefully) start churning out more Delta white papers, and fewer Alpha and Beta white papers. 6. s many of these new partners push Delta, A you help them share best practice around this white paper (and maybe create a webinar).

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Content Marketing in the Channel

Getting conversational: Helping your content get social


Stories and social media go together like wood and match sticks. If partners are a channel marketers initial vector, twitter, facebook, forums and the like are the second vector. We want to get them both right in order to maximize our contents distribution. Partners in the channel are usually at very different stages in social media take-up. You need to enable those that are active in social media, and engage them via these channels. Those that arent active will come around on their own, or not. You might want to ask if youre taking social seriously yourself.* There are two pretty straightforward ways to engage partners in this space: Marketing to the channel with social media Youve created a new campaign, or theres a valuable new offer available for a limited time. Push that news out through your own social accounts (your twitter account, blogs, etc.). Social medias the quickest and most direct path from you to your channel partners. As Joan Damico put it in B2Bbloggers.com: Marketing through the channel with social media Technology vendors can facilitate social sharing by their partners through the partners social media accounts. First of all, making great content and distributing it to partners will stimulate partners own social efforts. Sharing is intuitive to social; if you publish content, partners will, by and large, share it. Secondly, you can employ specific point tools that allow you to syndicate sharing automatically through partners accounts. With these you ensure your message gets into the channels, but it counters the natural conversations that social channels are meant to create. In other words, use them if they fit, and use with caution.

Creating a social hub


The technology vendors who address social media very rigorously have set up social hubs for their partners, and the broader communities around their products. For great examples, check out VMWares virtual community site, or the Dell Enterprise Efficiency site. Here twitter feeds, blogs, forums and other elements of a social platform are tied together.

*
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During the last two weeks, I had the pleasure of speaking with several high-tech channel executives regarding their views on social media, and how they are applying it to their partner programs. To my surprise, only one vendor ranked social media as a top priority. John Walker18

Knowing the twitter handles, facebook fan pages, LinkedIn Groups and profiles of your channel partners isnt about controlling the message. Its about collaborating with your channel partners in a way that adds value for customers and prospects.19

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ChannelFocus by Baptie, Hawkeye post Social media and the channel http://channelfocus.baptie.com/blogs/hawkeye/archive/2011/03/08/social-media-and-the-channel.aspx http://www.b2bbloggers.com/blog/b2b-integrated-marketing-communications-marcom-the-impact-of-social-media/

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Content Marketing in the Channel

Create new content marketers at scale


If youre a big channel marketer or channel manager, you need to do everything at scale. If you need to repeat every activity for each partner, youll drown. This applies also to equipping and preparing your channel partners for content marketing success. Getting hundreds, if not thousands, of partners into step with content marketing requires a carefully managed process, and the tools to do the job. Remember when we talked about vendors who give their partners a pile of ingredients and then expect the partners to do the cooking? This is what we want to avoid when we do content marketing in the channel. Here are a few ways to scale content marketing in the channel: Multi-channel content marketing campaigns that feel easy You cant just drop an eBook on a channel partner and tell him or her to share it. You need to include a landing page, an email template, perhaps a display ad, keywords and other materials around the campaign, so they can use it. Link up the content of campaigns, but allow some customization Campaigns need to be packaged together and tagged so that each piece of the puzzle stays together as it goes from you out through the channel. However, you may need to provide some customization at the user level (Example: if they cant put their own logo on the email, they may not use it). Give them a peek behind the content marketing scenes If half of the beauty of content marketing is in the numbers, youll be better off sharing some of the numbers with your partners. Let them know what is working, and what isnt. If you can give it to them live, do it. If not, a simple quarterly content marketing report will do the job. Talk to each market in its own language One of the greatest nagging problems with marketing across borders is the language issue. Neglect it at your peril. Either invest in translation via an agency, or use a platform that supports easy language customisation.

Because content and assets have a time-limited life cycle that needs to be managed, a standard set of scalable and repeatable tools must be put in place and leveraged to optimize the value of each asset as it contributes to the overall channel marketing effort. Steve Greene20

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Channel Marketing 2.0 article, alphamarketing.com blog http://alphamarketing.com/blog/alpha-speak/2011/01/03/channel-marketing-20/

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Content Marketing in the Channel

Conclusion Content marketing in the channel: An orchestra, not a factory.


The channels not a command and control zone. The qualities that work: Efforts to force programs and initiatives down Gather and package your the throats of resistant partners will be fruitless. thought leadership Leaders in the channel are using content to Look to your own, partners and clients drive interest and business, sharing it with their experiences for ideas to hang content on. partners and facilitating their partners efforts And look in your own knowledge stores. to ramp up engagement in the end user market. Deliver it in a structured way for partners Theyre conducting an orchestra, not running Tag and deliver marketing programs so that a factory. a) they get used, and used well, and b) they lead to new business. Measure the performance and share your metrics Track what works, and what doesnt, and apply the lessons to future content production and distribution. Keep partners in the loop. Scale up your content marketing team Build best practice processes into your content marketing in the channel activities. Allow partners to customize messages, but only when and where its needed. As with any orchestra, there will be the occasional sour note. Be prepared for that. But, with content marketing, its wise to keep in mind that youre on a learning curve. The more you do it, the sweeter the music.

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Content Marketing in the Channel

Supporting content marketers in the channel


This eBook was created by Elateral to help technology vendors extend and evangelize content marketing in their own organization and in their sales and marketing channels. Based on content marketing experience Through our work supporting a number of leading technology companies, including Cisco, Autodesk and Motorola, with their digital marketing campaigns, weve seen the power of content marketing first-hand. And weve worked together to improve content marketing execution and measurement one campaign at a time. Elateral Marketing Services Cloud The Elateral Marketing Services Cloud provides high-tech vendors with a complete content marketing supply chain, from management of content resources in an easy-to-access cloud framework to its intelligent customisation and distribution worldwide. Vendors love it because they can scale up their global digital marketing efforts efficiently. Partners and end-users love it because they can customise ready-to-go materials for their market. Using the Elateral Marketing Services Cloud to drive content marketing programs allows technology vendors to create closed-loop demand generation. Audiences follow clear multi-step marketing paths that result in more sales-ready leads.

Agencies
Content creation management Book of Record DAM

Image and copy creation

Campaign creation

Campaign creation

Regional marketers
Mass customization and distributed DAM / Cloud Asset Management (CAM)

Country / regional syndication and localization

Partners

Distribution to and co-marketing through partners

Brand consistent, locally relevant, integrated communications


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Contact
USA Elateral Inc. 1 Westbrook Corporate Center, Suite 352 Westchester, IL 60154 USA E.M.E.A. & Elateral HQ Elateral Ltd. Elateral House, Crosby Way, Farnham, Surrey, GU9 7XX, UK

Telephone: (US Toll Free) 877-914-0789 Fax: 630-563-9720 Email: infousa@elateral.com

Telephone: (UK) +44 (0)1252 740740 Fax: +44 (0)1252 740741 Email: info@elateral.com

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