Marketing automation and content – are you doing your part?

Marketo, HubSpot, Act-On, Eloqua, SharpSpring…

There are so many automation platforms available to marketers today. As an agency, we have worked with a variety of clients on campaigns of all sizes. We’ve talked about what it takes to set up your marketing automation strategy, campaign execution, how to measure it all and follow-up. But all of this means nothing if we don’t have the right content feeding the campaign. So what is your role?

To keep customers or potential leads engaged, you have to encourage them see your value – get them to absorb your own original content. This includes anything from case studies to product videos, infographics to technical bulletins. The key is that the majority of it is YOUR content. If you’re constantly sending email recipients or site visitors to another company’s website, who will they remember? What is the take-away?

Here are a few content ideas that you can include in your campaigns:

    • Case studies or challenge/solution scenarios
    • Product or service videos
    • Technical data sheets
    • Infographics
    • Webinar details or recordings
    • Presentations
    • Brochures
    • Articles you’ve been featured in

Of course, sharing industry insights is certainly acceptable – but timing is everything. You have just a short window of time to attract potential buyers, and what you do with that time is critical. You can draw leads in with social content that addresses industry-specific issues. The key is following up with how you will help solve the challenges. Customers are always on the lookout for what’s in it for them – how will you make their lives easier? What’s the purpose of your offering?

What content has worked best for you in your marketing efforts?

If you’d like to find out how we can work your content into marketing automation and other tools, contact us!

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