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Your organization should be blogging

I am constantly amazed at how many of your customers get the bulk of their IT news from blogs. That’s right, blogs. In fairness, they tend to take the source into consideration when evaluating the quality of the information; corporate blogs may be less trustworthy than an independent source, but your customers are reading them, and you need to be in the fray.

I am surprised by the number of reseller websites I visit that do not have a blog, or, worse, that have a website that hasn’t been updated in the past few months. Meanwhile, supplier sites have active (and sometime vicious) blogs, videos, articles and white papers.

The most ironic part of this lack of reseller involvement is that you have one of the most balanced voices to offer in the conversation. You, unlike the vendors, have the value of perspective because you can bring multiple solutions to an opportunity. You, unlike the vendors, are much closer more often to the front lines and can relay what real customers are doing!

Also, with either small or non-existent marketing budgets, resellers can benefit from blogs and multimedia marketing (via online videos, webinars, etc.) like no one else. The amount of additional traffic that can come to your site as a result of being engaged in this way is staggering; this, of course, assumes that your website is compelling and tells customers what you do. No, it does not need fancy graphics, but it does need to provide value.

None of this is hard, nor does it cost a lot of money; it takes a few smart people and a commitment of time several times a week. The payoff can be big.

George Crump is president and founder of Storage Switzerland, an IT analyst firm focused on the storage and virtualization segments. Prior to founding Storage Switzerland, he was CTO at one of the nation’s largest storage integrators.

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