Posted by Marketing & PR on 19 Jul 2018
Creating great content that specifically addresses the problems and needs of your potential customers, not only attracts qualified prospects, it builds trust and credibility for your business, and in your products and services.
Founder of Microsoft, Bill Gates understood the importance of content back in 1996 when he declared that “content is king”, a statement many marketers continue to follow today.
Honest, well written content is one of the best marketing tools that businesses can use in the world today. Content marketing is one of the most effective ways of helping your business be found by potential customers, not only can content marketing raise awareness of your business it can also help you drive traffic to your website and generate leads.
When teamed with Marketing Automation, content marketing can be one of the most effective forms of marketing for your business. A MAP (Marketing Automation Platform) converts anonymous website visitors into prospects, tracks their interests, and leads them through the sales funnel, providing regular, automated content so that they can learn more about you, and start to trust in your brand.
By tracking and profiling visitors, identifying their needs and giving them valuable content, you can connect with prospects on a level that they want and expect, and then start to build a relationship with them early on in the buying process.
With 70% of the buying decision already made before a buyer even contacts your sales team, Marketing Automation helps businesses to drive more sales, increase conversions and prove ROI.
Let’s take a look at 3 essential tips for automating your content marketing.
1. Tell subscribers about your content by email
Your company blog is the hub of your content marketing strategy because it is where potential customers go to learn about your business and your products or services. Creating great content and publishing it to your company blog is just the first step, to get the most from content marketing you must make your audience aware that the content exists.
Alerting subscribers to each new blog post by email can maximise the impact of your assets and increase the ROI of your content marketing. Automating these emails removes the manual labour required in sending numerous emails and ensures that your content is delivered to your audience’s inbox.
Delivering custom pre-made emails to your audience’s inbox with a link to each published post is sure to improve readership. Elevate this tactic by automating email newsletters to highlight a monthly or weekly content roundup.
2. Use gated content to generate leads
Gated content is high-level content that requires the reader to fill out a form before being able to read the content. Once a reader has completed the form and provided their contact information they will be placed in your marketing funnel. The content that works best for gating is higher level assets such as lengthy guides or white papers because only quality leads will take the time to access.
Once you have attracted these leads, use automation to target them with an email nurturing campaign. Once you establish triggers in your automation workflow, the drip campaign sends the appropriate behavioural emails.
Dynamic behavioural emails are crucial for delivering key pieces of information at the right time of the buying process. Sending a stream of targeted and relevant content keeps leads engaged while continuously demonstrating your brand’s authority in your space.
3. Grow your email list with custom forms
Content marketing needs an audience, your email list gives you access to a community that’s ready to read, share and convert based upon the content you deliver. Continually growing your email list is vital for your content marketing strategy. Marketing Automation platforms such as SharpSpring have a variety of custom form builders and pop-up templates to help you grow your email list.
Once the prospect signs up, their information is added to your designated list in the database and they are in your marketing funnel. Autocomplete forms are ideal for reducing friction at signup and increasing conversions. Marketing Automation gives you all the necessary tools to grow and reach your email list.
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