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CRM: Article

Fish Where the Fish Are: Content Distribution on Partner Sites

How well have you planned your content distribution on partner sites to help buyers?

How well have you planned your content distribution on partner sites to help buyers?

You have to fish where the fish are and often it is at another company's website.  Providers need to make their content available that matches the buyer's steps at their partner's websites.  If planning has been applied that involves distribution and measurement, providers can collect solid data on the value of that partner site, messaging traction and the performance of their content.

Do Not Confuse Brand Value With Buyer Value
Companies really should focus on being partners when it benefits a common set of buyers.  Too many times, providers join up because of the brands involved, but the result is little added value to the buyers.  This can be expensive and shows a lack of buyer consideration by both companies.  The worst part of this is the energy could have been directed at a better partner opportunity that helps buyers progress.

You Have to Own Demand Creation
I have been in too many meetings where the provider confused their role with what the distribution partner is willing to do.  Companies sometimes rely on their distribution partners as their core strategy with little demand creation.  Those conversations still make my head spin.  It is up to the provider and their marketing team to create demand for their products and content. Setting up camp with a partner and thinking they will always be pushing your solutions is folly.  It takes strong demand on the provider's part and that is why the provider must choose partners carefully.  For instance, channel partners enjoy product agnosticismwhich makes it is easy to replace a provider who does not create demand.

Business Content is Similar to CPG (Consumer Packaged Goods)
If you had a CPG offering, it is pretty much table stakes that you constantly improve.  Consider your content in the same manner to constantly raise your game to get the buyer what they need at the right time of impulse consumption.  If you had a CPG product, you would be concerned about product, price, placement and promotion.  In the case of content, I would equate Price to Time. Buyers are time-starved and at certain points in their process, the content can chew up valuable time if content is weak.  A poor use of time comes at a price to the buyer and adds cost to their perception of the brand.

More Stories By John Ryan

John is an experienced leader with a strong background of defining and executing company strategies. He is especially skilled in channel management, market analysis, brand marketing and selling technology products and services. He has successfully served in a number of executive positions and has been in management for 20 years. John is currently writing a book on increasing revenue generation. He has been a co-author of a comprehensive marketing methodology for high tech companies and has helped venture capitalists and private equity firms gauge their technology investments. In 2004, John served as Vice President of Marketing for the NA arm of the $6B IT Services division of Siemens, AG. John served on the board of directors at WebTrends, purchased by NetIQ (NTIQ) for $1 billion in 2001. WebTrends was highly successful dominating the web site analysis and reporting space. Prior to WebTrends, John was the Vice President of Marketing for Tivoli Systems. John has worked as a contracted consultant for established companies, start ups and top analyst firms. John can be reached at john@johnwryan.com or you can follow him on Twitter @buyersteps

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