‘Even if the company is maintaining an existing brand, it’s often a struggle to ensure updated branding and messaging on partner sites’

1. CONTENT SYNDICATION E-COMMERCE business
BUSINESS INTEGRATION integration
BUSINESS INTELLIGENCE
Elevate your Client
Relationships by
Solving the Channel
Marketing Challenge
For Consultants and Agencies
For Consultants and Agencies
Website: www.tiekinetix.com
Website:info@tiekinetix.com
E-mail: contentsyndication.tiekinetix.com
www.tiekinetix.com
E-mail:America: +1-800-624-6354
North info@tiekinetix.com
PhoneAmerica: +1-800-624-6354
North USA: +1-781-272-4252
Europe: +31-20-658 90 00
Phone+61-41-185-8810
Asia: Europe: +31-20-658-9000
Europe: +31-20-658 90 00
Phone Asia: +61-41-185-8810
Asia: +61-41-185-8810
1 TIE Kinetix Content Syndication Solutions

2. The Fight for Channel
Marketing Effectiveness
Whether you work for a digital marketing agency,
when it comes to maximizing the value of their partner
relationships. After all, nearly every organization with a
and resources keeping these relationships active, up-to-
business focus, these companies must address two key
challenges in managing these relationships: maintaining
bandwidth and/or expertise.
‘Even if the company Every organization wants to control its brand messaging. Yet this is easier
said than done. When a company acquires or launches a new brand, it
is maintaining an
must often bring on new partners while encouraging existing partners to
existing brand, it’s update messaging. Even if the company is maintaining an existing brand,
it’s often a struggle to ensure updated branding and messaging
often a struggle to
on partner sites.
ensure updated
At the same time, it’s not unusual for your client to dedicate just one or
branding and
two channel marketing managers to handle dozens, hundreds, or even
messaging on thousands of partner relationships. These managers almost always lack
the time and resources needed to keep all partners updated with the
partner sites’
latest content and messaging. To complicate matters, the partners are
focused on making sales to boost the bottom line – leaving little to no
time for marketing-focused efforts. Even a partner with a dedicated web
development team often lacks the resources to update its site with a
company’s latest and greatest messaging. That’s because, in many cases,
the partner is selling multiple solutions for multiple vendors – and needs
to maintain and update messaging for all of them.
2 TIE Kinetix Content Syndication Solutions

3. The Need to Close the Gap
Between Partners and Content
In spite of these challenges, now more than ever, it’s critical for agencies
and consultancies such as yours to help clients bridge the gap between
their partners and their content. One reason is that your clients’
potential customers are researching and purchasing through multiple
Three channel avenues – including via partner sites. To make the shortlist of possible
marketing solutions, your clients need to market effectively via every channel,
including partner sites. “Omnichannel marketing is about being present
imperatives: or available across the consumer’s behavioral path: each potential
Provide high-quality content contact point integrated with all others…. The implication for marketers
Make the content accessible is to start building the infrastructure to deliver an integrated experience
in multiple digital locations in the omnichannel world or face the prospect of being left behind.” 1
Ensure partners understand
the impact of content These days, effective marketing often hinges on providing top-notch
content that prospective buyers can easily access and consume. After
all, with today’s buyers in control of the purchase process, your clients
are increasingly relying on their content to make a connection with and
impression on prospects as they conduct online research. Consider that
IDG Connect’s research found that poor content reduces the likelihood
of a vendor making the shortlist by 30%.2 It’s no wonder 9 out of 10 B2B
organizations are marketing with content.3
At the same time, more organizations are turning to agencies and
consultancies such as yours to help them address their marketing
challenges. It’s projected that digital marketing agencies will double
in quantity in 2013 due to growing demand.4 In fact, more than half of
marketers surveyed by PulsePoint said they expect to increase their
relationships with digital agencies in the next twelve months.5
The Solution: Channel Content Syndication
partners updated with the latest content, but this sends visitors away
from the partners’ sites. Plus, the content is not rendered optimally
for the site visitor because it was not developed with the partner’s site
design in mind. Other companies use unsophisticated content distribution
methods, but these are often costly and hard for partners to install.
1
http://www.brandingstrategyinsider.com/2012/12/digital-and-media-marketing-trends-for-2013.html
2
http://www.idgconnectmarketers.com/is-your-digital-content-strategy-a-great-oxymoron/
3
Content Marketing Institute, 2013 B2B Content Marketing Benchmarks, Budgets and Trends,
http://contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/
4
Forbes, Follow The Money: Digital Marketing Trends For 2013, December 20, 2012,
http://www.forbes.com/sites/ciocentral/2012/12/20/follow-the-money-digital-marketing-trends-for-2013/
5
Digital Marketing Depot, Digital Agencies 2013: A Buyer’s Guide,
http://digitalmarketingdepot.com/research_report/digital-agencies-2013-a-buyers-guide
3 TIE Kinetix Content Syndication Solutions

4. Your clients need a solution that’s simple and automated so it’s easy for
small partners to manage themselves, yet high tech enough to satisfy the
most demanding, savvy partners.
Fortunately, you and your clients can take advantage of a proven
approach to effectively addressing these challenges: channel content
One company spent 6
distribution of digital content to partner websites. But this distribution
months building a mas-
feeds, or web content or digital asset management systems. With channel
sive XML feed, and only
content syndication, companies can easily publish, control and track
four partners are using rich content experiences on a limitless number of third-party websites.
Moreover, they can simplify marketing processes, enhance the overall
it – and it took 3 weeks
experience within the channel and, in some cases, generate leads.
to implement just one
partner. On the other
possible for consultancies and agencies such as yours to help their
hand, a telecommunica- clients address these requirements. Because the platform is cloud-based
tions company used TIE
and adaptability to support your small and large clients, even as needs
Kinetix platform change and grow. This enterprise-capable platform featuring advanced
functionality is used by some of the world’s biggest brands to manage
and quickly registered
1,000 partners. analytics that provide insight into how content is being consumed.
Channel Content Syndication Across Industries
Channel content syndication is used by a range of companies to great
popular ways of using content syndication include:
Channel marketing for insurance companies
Content monetization for publishers and media companies
Channel marketing for insurance
When it comes to syndicating content, many large insurance companies go
through a build-versus-buy decision-making process. Insurance companies
are very concerned about control, automation, and streamlined processes
that tie into multichannel marketing because of HIPAA compliance laws
that require them to update policies on agent sites. In fact, they usually
assume no third-party solution can address their needs.
TIE Kinetix can integrate into all platforms and gives insurance
their focus to an area that is not their core expertise, these companies
can take advantage of the sixth iteration of the TIE Kinetix platform,
Publish ‘mass updates’ across agents’ existing websites
agent’s website
TIE Kinetix Content Syndication Solutions

5. control which agents see what content
Channel marketing for VARs and long-tail partners
Vendors that work with channel partners want to help these partners
market their products, whether that means generating interest or
and keep all their partners engaged and productive. By tapping into the
TIE Kinetix platform, they can easily provide their partners with updated
content and even leads, while empowering their partners to maintain a
With TIE’s channel syndication solution, vendors can provide partners
and campaign updates instantly. Vendors can dynamically deliver co-
Why your clients should build
content syndication techno-
action buttons and lead capture forms where appropriate, helping to
logy into their global partner
strategies. Content syndication
helps ensure:
Partners are using content channel partners can integrate targeted lead lists, deploy a co-branded
as intended and at the
right time.
All partners present automated, co-branded email campaigns directly from the vendor.
consistent content, to
avoid confusing prospects
and customers. critical moment by displaying syndicated content, whether a photo,
Information hits the
marketplace in real time. channel partners are often long-tail partners underserved by channel
enablement efforts6, the ability to syndicate content to sway a purchase
is a tremendous opportunity for vendors.
Content monetization for publishers
As publishers see a decline in print and advertising revenues, they’re
seeking ways to get into the digital revenue stream by monetizing their
existing content and relationships. For example, some are packaging
their content, such as product reviews and tours, and selling it to
vendors to use on their own sites. Using content syndication, publishers
can easily monetize their content by:
based data
Providing an added value to the web experience, which helps convert
Instantly updating and tracking with award-winning web analytics
6
5 TIE Kinetix Content Syndication Solutions

6. Conclusion: Guide Your Clients to
Better Channel Marketing
Companies across industries are seeking to maximize the value of their
partner relationships. Increasingly, these companies are turning to
agencies and consultancies such as yours to address this requirement.
toward addressing your and your clients’ unique challenges and goals.
Did you know?
and robust of marketing tools. TIE Kinetix has vast experience working
‘TIE Kinetix Content
with consultants and agencies such as yours: we understand your
Syndication Solutions business model and how your clients rely on you to guide them on
are consultant-friendly
and geared toward
addressing your and
check out this short informative video:
your clients’ http://contentsyndication.tiekinetix.com/video
Contact us
For more information on Content Syndication please contact:
TIE Kinetix
Website: contentsyndication.tiekinetix.com
E-mail: info@tiekinetix.com
North America
Europe
Asia
TIE Kinetix Content Syndication Solutions