A study found that 84% of people now expect brands to publish content that entertains, provides solutions and is engaging. Content really is the brand ambassador of an organization and as a marketer, you have to make sure it’s curated that way. To maximize the power of content, it’s essential to combine it with marketing automation. Here’s how.
Why We Need Content and Marketing Automation Together:
Obviously, we want our content to be insightful, relevant and engaging so our customers continue to keep our brand in mind. Marketing automation gives content a pipeline so that it’s delivered to the right users at the right time. It also allows you to track which content works best for you.
Content and marketing automation work together through channels such as:
- Social: Marketing automation can assist you in discovering insights on customer engagement across all platforms. With the ultimate goal of creating channel-specific content to better nurture leads.
- Email: Marketing automation ensures email messages are personalized and relevant to your recipients.
- Web: Web personalization collects behavioral insights on each visitor so that each time they visit, it alters content to their preferences.
- Mobile: With insights from marketing automation, you can determine what type of content brings higher engagement rates and channelize your efforts into it.
How Does Content and Marketing Automation Actually Work Together?
1. Content Marketing
Today, content marketing is an essential business asset to all brands. It helps with brand awareness, lead qualification, customer engagement and retention and drives sales.
It also helps with lead nurturing, which aims to bring prospects closer to conversion and builds a better relationship with them. Different forms of content should be used at each stage of the sales funnel.
The top of the funnel, which is where they’re identifying their pain points, newsletters, eBooks and blog posts are the most effective forms of content. The middle of the funnel is where you want to provide more details on these pain points. Content pieces like data sheets, case studies, webinars and personalized email campaigns are best here. Lastly, at the end of the funnel, you should explain why you’re the best solution to their problem. Here you would use industry reports, product demonstrations, white papers and highly-trafficked content from your assets.
The modern customer does not only prefer content that’s tailored to their needs, it’s expected. That’s why hyper-personalization is so essential. Backed with AI tools and real-time data, brands get actionable insights into customer needs.
These tools help you understand what your audience really wants, tracking user engagement. Content marketers should take these insights and use them to curate a variety of content tailored to each audience, maximizing their efforts.
With the expectation of the modern consumer, it’s evident the clear need for material to be tailored to each stage of the buyer journey. When combining the power of content and marketing automation, you can guide your customers in making those purchasing decisions more efficiently and quickly.
At Onimod Global, we have expertise in content marketing and marketing automation. If you need assistance in any area of digital marketing, contact us today!
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