What’s Next Retail Content Site Helps Microsoft Sell More Software to Retailers
In order to strengthen the network of partners who sell Dynamics AX for Retail, Microsoft created the Dynamics AX for Retail Partner Industry Community. In order to promote these top of the line partners, Microsoft tapped DIAMOND Strategic Marketing (DSM) to develop a smart plan to raise their profile and develop a thought leadership program that would grow new business opportunities.
DSM came up with What’s Next Retail, a program that helped build the profile of leading Microsoft partners and established them as retail industry thought leaders. DSM developed content with key partner thought leaders and leading Microsoft executives in the retail sector. DSM helped these partners create content including blog entries, by-lined articles, and podcasts. DSM then seeded the key messages in industry blogs, trades, and web sites, as well as through the critical social media sites.
The program was a resounding success. Many partners have content marketing/thought leadership at the top of their marketing list, however few have the wherewithal, skills, and understanding to create a valid program. DSM led these partners to the content marketing promised land and helped many of them get exposure in the press that they would never had been able to get on their own.