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Your partners can sell only what they know, right? That’s why a robust partner marketing library is an essential component of every great channel program. It’s where you can share the assets and educational resources that make it easier for your channel partners to sell more of your product faster. With all that said, just having a ton of content isn’t the same as having a meaningful collection of content—especially when you’re building your partner marketing library from scratch. If you’re thinking about building out a partner marketing library to help you strengthen your partner program with content creation, you’ve come to the right place.
We’ll share a few tips to help you start curating an extensive, effective content library that your partners will thank you for.
Building Your Content Library
As you start building out your partner marketing library, there are a few important questions you’ll want to consider.
How much content do you need?
While an extensive marketing library can be a wonderful resource for your partners, you should make it a point to focus on quality and not quantity when it comes to content. A large library of content that isn’t relevant for partners is pointless.
What questions do you need to address?
When you’re planning which content to include, you should think about what will be most useful for your partners. The questions you’re looking to address should be the same ones your partners are asking. If they’re not, there are a few ways you can make sure you and your partners are on the same page.
You can do this by asking your partners for feedback, either directly or through anonymous surveys. If you’re looking for a good starting point to get the conversation flowing, here are a few basic questions to ask your partners:
-Who is your target audience and persona?
-What questions do you have about the product that you would like addressed?
-How many different touchpoints do you base your sales and marketing cycle on?
-What types of content have you found to be most successful in the past?
What types of content will be most effective?
When you’re starting from scratch, figuring out the types of content that will be most effective can feel like a shot in the dark. That’s why we always recommend the same process for building out a library from scratch: test, learn, optimize.
This essentially means you should test different types of content and then leverage analytics to see how they’re performing. You can then inform your content strategy based on the data you find. Generally speaking, you should look to share visually appealing content that educates users on your products and your business.
How can you measure success?
You’re probably wondering how to measure content marketing success—how will you know what’s working and what’s not working? You can leverage the analytics in your partner relationship management (PRM) solution to learn which content is performing well and which pieces of content may be missing the mark. This allows you to leverage your best-performing content, building out a partner marketing library that’s chock-full of useful collateral.
Building out a partner marketing library is not without challenges, especially when you’re starting from scratch. However, with the right strategy and the right PRM tool, you can make the process much easier—both for yourself and for your channel partners.
Are you struggling to train, support, and develop resources for your partners? Download our Partner Success Kit to get the resources that you need to supercharge your channel and facilitate the success of your partners.