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Web content syndication is the process by which electronic marketing collateral or web applications are made available to multiple other sites through a “push” technology. Marketing collateral can be defined as a PDF, video, demo, article, whitepaper, case study, product specs, datasheet, a web page or a web application. SharedVue provides web content syndication to the websites of resellers, dealers, channel distributors, retail locations or BtB locations through a proprietary Cloud Marketing platform.
Syndicate provides a direct pipeline from a cloud server, containing product and marketing content, to the websites of dealers, channel distributors, retail locations or BtB locations. With minimal time and hassle, content is seamlessly and automatically updated on a regular basis—across the entire partner channel. By accessing convenient admin and partner consoles, channel marketers and their partners can choose what prepackaged content appears on partners' sites and can "customize" it easily, at any time to reflect their focus.
Content administrators control the type, focus, and amount of content syndicated on partner and distributor websites. Anything from text and images to streaming audio and video can be syndicated. There are no limitations. Additionally, admins can decide what content partners and distributors have access to syndicate. Partners are then given the option to either customize the content based on predetermined packages to better suit their marketing needs or receive standard and automatically updated content. If a partner uses the “preferred” implementation code anything syndicated to partners' websites is Search Engine Optimized, allowing customers to easily find your products ahead of competitors. And since this solution is built on the SharedVue Platform, you and partners are able to track the success of marketing efforts across the entire partner channel.
There are a variety of ways an Enterprise can implement the SharedVue Syndicate program. Some Enterprises have strict branding and content guidelines that they need to enforce through a rigid syndication program. Other Enterprises understand the value of partner ownership around the syndicated content and provide partners a large degree of latitude and options within the program. Through three distinct (but common) use cases we want to illustrate the power, flexibility and intelligence of the SharedVue Syndicate product.
Let’s imagine a fortune 500 Enterprise that has a large value added reseller partner community of over 5000 partners. The branding and marketing teams are well established and have guidelines and automated processes for publishing content in 12 different languages.
The SharedVue Syndicate program for this Enterprise will have a large, structured content showcase. It may number into a 100+ pages for each language broken-down into solutions, product families and specific products. Main solution and product family areas will have lead generators like “Request an assessment” and “Request a quote” to engage end-users. Product sections will include standard product content and some assets (typically downloadable PDFs) – some requiring registration (also a great lead generator for partners).
The showcase (content, assets, tools) are available in 12 different languages. Partners can easily choose the appropriate language(s) for their showcase in the Partner Console. With the click of a checkbox their showcase is updated in real-time. No technical user or code updates are required.
Partners may also be restricted in what they can sell. For example, some partners may not be authorized to sell large complex datacenter solutions that require a particular Enterprise certification level. Through the Admin Console these partner-specific limitations can be managed by Enterprise program and partner managers.
The Enterprise has also defined solution areas that the partner can syndicate or not through their showcase. For example, some partners may be focused on network infrastructure and security. So they would enable that solution content within the SharedVue Partner Console.
Another partner may be focused on virtualization and data backup so they would enable just those solution areas. Again, all of this is done through a simple, intuitive web-interface – no technical skills or code changes are required.
This large enterprise with a significant amount of content and restrictions around content usage is a typical SharedVue Syndicate client. Through the life of their maturing syndication program SharedVue provides recommendations and best practices on partner adoption, content strategy, standardization and new feature additions.
Let’s look at another typical SharedVue Syndicate program. This Enterprise is smaller and more budget conscious. They have a much smaller partner community of about 500 resellers but expect that to grow quickly as they expand internationally. In fact, they will be using the syndication program as a pillar of their channel marketing expansion strategy.
The syndication showcase for this Enterprise is less focused on volume and language. They have a limited set of solutions and product families. Instead of focusing on volume of content syndicated they are utilizing SharedVue’s expertise to help make the syndication program flexible and nimble for their partners.
SharedVue and the Enterprise collaborate to create custom “front pages” for partners to choose that are based on specific verticals and lead generation tools. The Enterprise does not restrict which solutions or other content partners can choose – it’s entirely up to the partner to choose what Enterprise content is best for their business. In fact, they also provide a three different “skins” for the showcase that change the look-and-feel of the showcase. The Enterprise also provides Flash-based tools within the showcase that have specific call-to-actions that drive users back to the showcase for more information, asset registration and contact forms. These lead generators allow the partner to take credit for a program that they are simply using and customizing.
This flexibility and conscious effort to allow their small but energetic channel partners to “own” and manage the program adds a significant value to their program. It helps differentiate their relationship and partner enablement tools for these partners – the result is a program that partners want to engage in and use to increase their share of the Enterprise market.
While smaller in volume and complexity this syndication program is another typical SharedVue Syndicate implementation. It utilizes the same robust, scalable, innovation-driven SharedVue platform but the focus is more on giving partners area of ownership within the program through features like front pages, skins and lead generators.
Let’s look at one final example. This syndication program is one that has matured and grown over time. It began when the Enterprise was first beginning to become a threat to the market leader in their industry. They began with a limited amount of content but many of the “ownership” features in a flexible syndication program.
As the channel marketing matured within the Enterprise organization and more definition came to their partner segments the program adjusted to allow a showcase that was targeted at the lower-end value added resellers. It provided high-level solution and product family content that helped these resellers establish themselves as competent, proficient and respected partners for the Enterprise.
Another showcase was added to the syndication program that allows the top-tier resellers and distributors to choose specific vertical content appropriate for their business, lead generation, front page options and skins that allow for more customization and ownership of the program.
Recently, this Enterprise has been investing resources into virtual and in-person events as well as more marketing promotions and collateral. Through the SharedVue platform much of this investment is being recapitalized through syndication and integrated marketing campaigns. This is done by linking the SharedVue Communicate and Syndicate programs. Since both programs run on the SharedVue platform it’s a seamless integration for both the Enterprise and partners.
For example, the Enterprise is continuing to threaten the market leader by releasing new products and major product features each quarter. To fuel the marketing of these product announcements they have a set of email campaign templates available to partners within the Communicate program. Each quarter the top-tier partners choose a template, customize it based on their own marketing and sales strategies and send it out to their top prospects in that product market. Each of these Communicate templates drives interested prospects to a landing page within the partner’s Syndicate-driven showcase specific to that campaign. Typically they include information on the new product with a call to action to sign-up for a free trial, register for a webinar or simply download some additional product information. Each of these provides more lead qualification to the partner.
SharedVue’s philosophy and innovation within the syndication and marketing automation market gives us a unique perspective and drive to help Enterprises create an enduring, progressive and effective syndication program. Examples like these are not exceptions – they are what continue to drive our business and fuel product and feature innovation. Whether it’s a large, established, rigid enterprise or a nimble, maturing company that’s hoping the shake-up their industry the SharedVue platform provides a robust, scalable platform for growing a syndication and marketing acceleration program.
The “right” program is the one that best fits the strategic marketing goals of the enterprise through the channel – not just for solutions to an immediate challenge but as an enduring program that strengthens and generates revenue through the channel with a trusted vendor.
The content within a SharedVue Syndicate program is truly dynamic. It does not have to be static, scraped content. Routinely SharedVue incorporates content from clients through a variety of means that allow it to be updated in real time. Some large Enterprises provide structured data feeds for:
These are incorporated, in real time, into the content being pushed to thousands of partner showcases. As new content is provided in those feeds it is dynamically updated within the showcases.
A very simple example is the inclusion of partner information within the content. Typically there are areas within the text content, calls-to-action and other lead generators that include the partner’s company name. The program can also include the sales email and phone number where appropriate within the content.
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