Cisco Miami: Why Partners Need to Become Publishers
David Meerman Scott, author of The New Rules of Marketing and PR, just shared a rather interesting point with VARs here at Cisco’s Velocity meeting. Scott insists that all VARs need to become publishers. Here’s why.
No, your company doesn’t need dozens of blogs that are updated multiple times per day. But you do need some exclusive, regularly updated content to help control your online brand and your destiny.
Scott’s simple suggestion is to hire a journalist on staff or on a freelance basis. The VAR Guy loved that tip and is open to your offers. Craigslist is a great place to find potential writers for individual projects, Scott suggested.
If VARs don’t become publishers, their brands are ultimately controlled by Google, noted Scott. Without regular content updates, Google will offer static, antiquated information about your company, its brand and its customers.