Channeling the Correct Path to Content Syndication: How and Why Channel Partners Should be Leveraging Content

What vendor wouldn’t want their content generated across various partner organization channels to drive awareness and leads? As long as their ability to provide such content across multiple websites is efficient and engaging, no company should want to miss out on the opportunity it presents!

Thus, it’s understandable why more and more companies are now utilizing PRM solutions to manage their partner interactions through reliable systems, platforms and processes. Furthermore, through the offer of content syndication, content owners are able to strengthen and extend their reach to ensure a successful channel partner program.

In regards to choosing the correct approach to content syndication, vendors have a few key factors to take into consideration. A company’s individual circumstances – budget, availability of staff, number of partners, and how often content will be published – should all be examined. Only after doing so will the correct path to content syndication come to light.

Here are the three alternatives your company can take to develop a content syndication platform:

Path #1: Customizable Vendor Portal

True content syndication at it’s finest. This option allows partners to insert an iFrame onto their website, through which content will be served up via the portal directly from the vendor. A key advantage to this option is that partners have the ability to customize the look and function of the content and most importantly for the partner, keep their prospect on their own website.

In addition, many solutions on the market today also provide easy to use email templates and other lead generation options for the partner, still under the control of the vendor. While this type of program can be pricey for some smaller vendors, it does provide the ultimate service that makes both the lives of the vendor and partner easier.

Path #2: Partner Landing Page/ Micro-Site

Because the above option requires a steep budget for the smaller vendor, another, more affordable approach is using “partner landing pages” or micro-sites.  Each of these pages are customizable with the partner information and leads are still tracked back to the partner. However, the content and domain are still controlled by and generally take on the look and feel of the vendor. Typically, they are not hosted on the partner’s website which causes pause for some partners. However, as the content is controlled by the vendor, the partner does not need to spend extra cycles on their side to use the solution, which consequently frees them up to sell more.

For a vendor, the main issue with this option is the ability to replicate the landing pages easily across their growing list of partners.   Therefore, some sort of content management system for the landing pages should be utilized to keep the information fresh.

While partners often do not want to push their prospects to another site, these pages can be used quite effectively and can generate many leads, as long as there’s a certain level of trust between the partner and the vendor.

Path #3: Partner Websites

The last option puts individual partners in control of the content by posting vendor content to their own sites. This can be challenging since many partners do not have true marketing teams to keep up with the maintenance. In fact, UBM reports that 64% of solution providers do not have a marketing team.

Given that there is personnel available to assume management responsibilities, partner websites offer the advantage of having content presented on another website. This will ultimately provide greater brand awareness that will be better received by the partners since it’s on their site. It is the most cost effective option, but can be challenging if consistent communication isn’t maintained.

So, if you’re not already taking advantage of content syndication to push content across multiple channels in return for awareness and leads, then what are you waiting for? Review your end goal, any other lead generating solutions already in place and choose the best path for your business!