Getting your reseller network to actively *use* the content you create is a common challenge for Australian SMEs. It’s not enough to simply build a resource library; we need to focus on making enablement materials genuinely valuable and easy to integrate into their sales processes. Too often, partners are swamped with information they don’t have time for, or that doesn’t address their specific needs. Here’s how to change that.
Firstly, understand that resellers aren’t marketing departments. They’re sales teams. Content needs to directly support closing deals, not just build brand awareness. Think ‘sales tools’ first, ‘marketing assets’ second. This means focusing on things like competitive battlecards, objection handling guides tailored to the Australian market, and concise product positioning statements that highlight key differentiators for their customers.
Secondly, format matters. Long-form documents get skipped. We’ve found the most effective formats are:
- Short-form videos: Demonstrations, quick tips, and customer success stories perform exceptionally well.
- One-page sell sheets: Focus on a single benefit or feature, with clear pricing and call to action.
- Email templates: Pre-written emails for prospecting, follow-up, and closing.
Thirdly, personalisation is key. Generic content feels impersonal and irrelevant. Segment your partner program and tailor content to specific reseller types – those focused on enterprise versus SMB, or those specialising in particular verticals. A reseller selling to the healthcare sector needs different information than one targeting retail.
Finally, make access easy. A clunky partner portal will kill adoption. Integrate content directly into their existing CRM or sales tools where possible. Consider a dedicated Slack channel or Teams group for quick access to updates and support. Regularly analyse content usage – what’s being downloaded, viewed, and shared? This data will inform future content creation and ensure we’re focusing on what truly drives results. Looking ahead, in 2027, we anticipate even greater demand for micro-learning content delivered via mobile devices.
To get started, audit your existing partner enablement content. Identify what’s being used and what’s gathering dust. Then, prioritise creating short, sales-focused resources tailored to your key reseller segments. This focused approach will dramatically increase content adoption and, ultimately, drive revenue growth.
