How to choose a content marketing automation platform

A 1917 poster says in daring capital letters: “I WANT YOU FOR THE U.S. ARMY,” together with the well-known picture of Uncle Sam pointing on the viewer.

In 1917, most promoting was blunt and direct, however within the following 100+ years, shoppers have grow to be desensitized to typical advertising methods. Consequently, firms have turned to new types of advertising to achieve their viewers.

Certainly one of these types of advertising is content material advertising: an oblique sort of promoting that delivers weblog posts, podcasts, and different types of content material to not directly market a model to shoppers. At the moment, companies can automate many elements of content material advertising, and choosing the proper platform for content material advertising automation unlocks new efficiencies and return on funding for firms.

Key takeaways:

  • Content material advertising is a strong approach to attain prospects by offering worth by content material.
  • Automation makes content material advertising environment friendly and handy.
  • Optimizely may also help you are taking your content material administration to the following stage.

What’s content material advertising?

Content marketing is a brand new technique for reaching potential prospects by delivering content material they need to devour. Content material advertising improves the model’s picture by offering helpful or entertaining content material which builds goodwill and model recognition amongst potential prospects.

Content material advertising takes many types: podcasts, digital video, webinars, articles, infographics and extra. Creating and delivering high quality content material is tough as a result of it should ship on a number of ranges: it should be helpful, entertaining and informative, however it should additionally encourage confidence and credibility. In different phrases, high quality content material advertising should be each good content material and advertising materials.

Why would an organization spend its advertising {dollars} on content material advertising as an alternative of extra direct types of promoting? There are a number of causes content material advertising is an efficient alternative for firms:

  • Content material advertising improves natural attain by delivering content material that prospects need to devour. This could vary from leisure like TikTok movies or on-line quizzes to extra severe informative content material like how-to guides and video conferences.
  • Content material advertising conjures up confidence in your model by establishing your organization as an knowledgeable and key participant in your business.
  • Content material advertising improves goodwill by delivering personable, relatable content material that meets prospects the place they’re at. Fairly than attempting to make prospects occupied with your organization straight, content material advertising capitalizes on the issues your buyer is already occupied with.

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The best way to automate content material advertising

AI can’t host a podcast or current a webinar (at the very least not but), however automation performs an necessary position in content material advertising.

Social media

Social media is among the largest alternatives for entrepreneurs. Social media is the second largest market throughout the world of digital promoting, second solely to go looking advertising. Content material advertising is uniquely poised to cowl each classes as it could optimize content material for natural search outcomes and social media sharing.

That is the place automation comes into the image: automation can’t take over your social media presence for you, however it can tackle a few of the most tedious and error-prone elements of your digital presence. Some key methods you possibly can automate your social media content material advertising are by scheduling posts, connecting numerous social media platforms to publish content material on a number of platforms directly, often sharing your content material, mechanically selling content material and extra.

Lately, AI has taken important steps ahead in Natural Language Processing (NLP), which makes AI chatbots a strong approach to join with customers on social media platforms (in addition to in your platform).

E-mail advertising

A fan of the tv present Arrested Development would end the phrase “The cash is within the…” with “banana stand,” however skilled entrepreneurs know that the fitting reply is “the cash is within the listing.”

This standard phrase refers to the truth that electronic mail advertising is among the most necessary elements of a advertising plan, and an extended listing of high quality leads is among the most dependable methods to develop gross sales. E-mail newsletters are one of the crucial standard types of content material advertising however sending electronic mail after electronic mail is a tedious and treacherous course of because it creates limitless alternatives for human error.

Automation revolutionizes electronic mail advertising by mechanically sending emails. With a customer relationship management platform, electronic mail automation can mechanically ship emails based mostly on milestones and timelines and personalize emails based mostly on the shopper’s title and historical past. This stage of personalization is tough for small companies and unattainable for giant ones, however with automation, it’s easy and handy.

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Monitoring efficiency 

One of many keys to advertising automation is monitoring advertising communication efficiency. Entrepreneurs needs to be performing A/B testing to see which campaigns carry out the very best and benefit additional growth, however tangibly measuring the end result of those exams is tough with out the fitting instruments.

Automation helps firms observe the efficiency of their content marketing by amassing information from numerous platforms, bringing all of it into one handy place and offering metrics concerning the visitors and conversions coming from each bit of content material. 

Options of the fitting content material advertising platform

Harnessing the worth of those highly effective automation choices requires a top quality content material advertising platform. The best platform ought to embody some qualities that maximize its usefulness.

  • Flexibility. One of many important capabilities of automation is the flexibility to share content material on a number of platforms concurrently. Whereas that is already a strong choice, it turns into extra highly effective with a headless API that empowers you to ship content material on numerous platforms.
  • Personalization. 71% of consumers anticipate firms to ship customized interactions, and 76% grow to be pissed off when firms don’t personalize their communications. The best content material advertising platform makes personalization second nature with strong personalization instruments that transcend copy-and-pasting names. Content material advertising platforms like Optimizely goal customized digital experiences to dynamic buyer segments.
  • Capability. What you are promoting has distinctive wants, and your content material platform shouldn’t maintain you again. Fairly than making your job tougher, the fitting content material advertising platform makes your job simpler by providing a variety of choices and high-capacity storage for all of your wants.

In the case of content material administration, Optimizely is an business chief. Optimizely’s superior instruments vary from A/B testing, e-commerce help and headless digital expertise administration.

To learn the way Optimizely may also help you harness the facility of automation and revolutionize your content material advertising, request a meeting at present to start out the following chapter of your advertising journey.


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