“Channel partners have been using vendor content for three main purposes: training and education for staff and customers, leveraging powerful product brands and sometimes just because they don’t have the experience and time to market their own services,” said Tony Serino, president and founder of Serino Channel Services.
Tony Serino of Serino Channel Services answers questions during his Breakaway session.
Serino hosted a session at CompTIA’s Breakaway 2012 conference Wednesday morning called “Beyond Content Syndication: Joint Vendor/Partner Lead-Generation Solutions.” He said the problem is the brand power gained from using syndicated content from vendors often overshadows the partner’s own brand. “Of course, a great product must be showcased,” Serino explained. “But the VAR’s services too often become subordinated.”
The best place to start to overcome the issue, he said, is with the content itself: “Content needs to be designed from the perspective of the end-users, because they care most about using the technology.”
Serino recommends designing content with a how-to format, which will achieve a three-way value proposition:
- The vendor’s product is showcased.
- The solution provider’s services are showcased, because these services implement the product.
- The end-user learns the value of the product and service combination – which is good for everyone.
The next step is integrating this type of syndicated content into an inexpensive automated marketing system.
“Not only do you need to put the content out there, you need to know: Did it get to the right prospect? Do the right people at your company know it got to the right person? Do the right people at your company know what to do next? And are they doing it?” Serino advises.
