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The Five Most Useful Partner Marketing Assets

Thursday, July 28th, 2016 by Allison Hayase

Partner marketing is smart. Selling products through distributors allows you to reach many more customers, and grow your business exponentially. But partners need the right tools—different tools than those you’d share with your customers—to successfully sell your services and maintain the integrity of your brand.

The Content Bureau has helped numerous clients develop core partner marketing assets. We understand that content and tone for partners needs to be subtly different, and we’ve learned what types of resources can provide the biggest bang for your partner marketing buck. Armed with this knowledge, here’s our list of “The five most useful partner marketing assets.” Stay tuned as we discuss each of these asset formats—and how they can help you drive channel sales—over the next five weeks.

msg_blogMessaging + copy blocks: Help your partners tell their customers exactly what you want them to say about you. With clear, powerful messaging that describes your company’s solutions and how they work well with your partner’s solutions, you’ll have a strong foundation upon which to build any downstream assets. After messaging is in place, the next step is to create copy blocks that can be easily turned into web copy, emails, datasheets, social media, etc.

playbook_blogSales playbook: A great playbook is the channel marketer’s secret weapon—it gives your partners’ salespeople the tools and information they need to identify your target customers, convey the benefits of using your solutions, overcome objections, and ultimately close deals. A fun format like an interactive PDF can make this tool especially easy for salespeople to use.

ppt_blogCo-branded PowerPoint deck: To make it easy for partners to sell, we recommend developing a co-branded sales deck where partners can pop in their logos and other customized information about how your products work together for the customer’s benefit. The result: a ready-made sales pitch the partner can share with customers.

casestudy_blogCo-branded case studies: There’s nothing better than when your customers tell your prospects how much they love your company and the partner you’re selling through. When you share this story in an attractive co-branded case study template, you and your partner look beautifully coordinated.

datasheet_blogCo-branded data sheets: Traditionally, a data sheet summarizes a product’s features and benefits—and the challenges it helps your customers overcome. But when you’re co-marketing with partners, it’s helpful to build in the design flexibility to co-brand your data sheets with multiple partners while still conveying these core messages.

At the Content Bureau, we have experience creating all of these partner marketing assets for our clients. Stay tuned for more about each one as our Partner Marketing Blog Series continues.

Next up: messaging and copy blocks.

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Throwback Thursday—How to Create a Great Customer Video, Part I: The Case Study Interview

Thursday, July 7th, 2016 by Dan Ahern

Compelling customer video testimonials are an important part of any modern marketing campaign. Yet superior case study video interviews require equal parts planning and magic. In a YouTube world, how do you capture the best customer sound bites on camera? Before I learned to interview customers on camera, I hired experts. I watched and learned. After working […]

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Digital Storytelling as a Way to Build Corporate Communities

Wednesday, June 29th, 2016 by Reka Pigniczky

Have you heard of the International Day for Sharing Life Stories? It’s May 16th, the day that Pulitzer Prize-winning Studs Terkel—known best for his oral histories of everyday Americans—was born. It’s a day to celebrate the power of telling personal stories as a way to build community—any community, from rural to corporate. Personal stories—first-person stories […]

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When It’s Not Super to Use Superlatives

Tuesday, June 21st, 2016 by Laurel Sutton

So you’re supposed to be all casual and authentic when blogging. You might feel comfortable throwing around a few superlatives, like “our product is just the best,” or it’s “best in class,” which you’d never do in more buttoned-up content like eBooks or white papers. You’ve been told that headlines containing superlatives get better results. […]

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Four Steps to More-Viral Marketing Content

Thursday, June 16th, 2016 by Eric Wilinski

Going viral is the content marketer’s holy grail. By making audiences feel compelled to share your content, you can multiply the impact of your marketing spend by orders of magnitude. But how do you make that happen? How do you create viral content, like the Old Spice Guy video campaign . . .   . […]

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How to Stretch Your Marketing Budget

Wednesday, June 8th, 2016 by Allison Hayase

We love to give our clients what they want, and sometimes that means coming up with creative ways to help them do more with a smaller budget. To help clients spend less, we’ve found ways to modify the asset format, change the approach (they do more work—we do less), or decrease the number of drafts […]

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Edit Like Nobody’s Watching: What I Learned from the Wrong Editing Tool

Thursday, June 2nd, 2016 by David Hayward

One of my ongoing projects is editing a series of articles, each written by one author but incorporating feedback from several teams. Instead of the conventional email-and-Word approach, we set out to use a cloud-based collaboration tool built for speed and simplicity. The tool would let us avoid endless email chains, conflicting sets of feedback, […]

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Yes, There Is a “Right Way” to Create Amazing B2B Marketing Content

Tuesday, May 24th, 2016 by Stacy Crinks

Here at the Content Bureau, we really like efficiency. We include a detailed project methodology in every proposal, and work very hard to hold our clients to that process during every project. We do this for one simple reason: our methodology helps us to create the highest-quality marketing content quickly, cost-effectively, and with the least […]

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5 Things Content Marketers Can Learn from Prince

Tuesday, May 10th, 2016 by Kate Spears

The beautiful Purple One is, sadly, gone. His most enduring legacy will be his virtuoso guitar playing followed by fabulous showmanship in a killer wardrobe. But there are other ways Prince left his mark, and content marketers could learn a thing or two from him in our own work. Stories and visual prose are more […]

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Throwback Thursday: It’s 3pm—Do You Know Where Your Copywriter Is?

Thursday, May 5th, 2016 by Bobbie Hartman

3pm Monday: I’m sitting in a coffee shop, working on a white paper, while my daughter has a guitar lesson. Sure, it’s great to have this kind of work flexibility, especially when you’ve got kids. But while I was tapping away and sipping my latté, it also hit me that hiring a copywriter, like me, […]

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