This question should give you insight on how to conceive your content strategy and structure.
Do you have a partner content strategy?
A content strategy is simply the delivery of relevant content to the right partner contact and organization, at the right time, for the right task. And you should think expansively about your content assets to include videos, documents, images, leads, opportunities, promotions, incentives, campaigns, pinpointed access to other systems, profile assets, and more. In addition, an enabling content strategy should be flexible to evolve as your partner intelligence expands and as partner deals transform.
Do you have partner intelligence associated with those content assets?
By intelligence we mean a way to tell what content types and topics should appear when, for which partner personas and job roles, for what task AND stage in the partner journey. This can get complicated very quickly into the millions of permutations. To develop this intelligence it’s important to map content types, topics and focus orientation to different partner personas at different stages of their journey with the vendor.
For instance, for brand new partners, it’s almost a guided smart checklist of tasks and content people in the organization need to have to get off to a good beginning in the relationship. Ideally, the checklist shows only things yet to be accessed and completed depending on where the individual partner contact is in their onboarding process – the checklist dynamically updates or it dynamically appears for a new contact just engaging.
For experienced partners, it’s important to understand their customer focus and how they do business with those customers. For these partner sales teams, the more closely your content intelligence can align with the partner’s customer buyer’s journey, the easier it is for them to include you in their solution proposals. For example, if your sales and marketing content is written in the customer voice and your content intelligence can tell the difference between the partner’s first engagement with their customer and customer-partner conversations and activities further into the development of a customer opportunity (pre- and post-sale), you will be able to associate relevant content all throughout the partner’s customer lifecycle.
Do you know what it takes to engage individual partner contacts?
Think about what it takes to engage you in a given task or process. It is the same – providing only the pinpointed information, content or view you need to move to the next step. Less is more. To accomplish any given task, the partner contact likely needs less than 10 assets to achive results for that task. Because we never break it down to individual activities for different types of partners and different job roles in the context of where they are in their relationship with both the vendor and their customers, we often over deliver content assets that have no relevance for the task at hand.
The other key ingredient to partner engagement is to really understand their business model – how they go to market, how they make money, what are their “silver bullet” solutions, where is their customer sweet spot. You can learn that by asking them, looking at what they are searching for, doing desk work in analyst research and on the internet to create a ever more actionable profile.
On-demand self-service personalization – the key to managing partner engagement complexity.
The only way really to deliver on the promise of right time, right content, right person, right task is to let your partner guide you. Imagine with 2-3 simple questions combined with a powerful intelligent content structure, a fresh collection of content assets would be curated dynamically and completely relevant to who the person is, what they are trying to do and where they are in their journey.
That is the goal of a Webinfinity-enabled content strategy… giving content the intelligence to be delivered in the desired context to make a partner contact successful. No matter where the content resides, no matter the nature of either transactional or unstructured content, and no matter who the partner is and where they are in their journey the goal is to deliver a relevant and persistent experience as a service.