Writing Content for Marketing Automation in 3 Tips
Marketing Automation isn't just a trend anymore; it helps businesses of all sizes effectively communicate with their audiences through a dynamic user tracking system. When a user lands on your website, they are tracked. As they proceed through your website, marketing automation tools will alert you as to which pages they visited. Then, the system will tell you when the same user comes back. It will tell you if they commented on one of your social media pages, or if they clicked through on one of your email blasts. As you get to know the user through their search behavior, you start to understand what they need. When you finally reach out the them, you know exactly what they're looking for; and, with the tools at hand, you could figure out when they're ready to buy.
The tricky part about marketing automation is that writing high quality content is the secret sauce for succeeding on one of the major platforms. It all starts with writing content that either ranks for a particular term, or content that is current and primed to be shared. Without the the content, the website won't garner much traffic, and a marketing automation suite wouldn't even pay for itself. So, in an effort to help you succeed in the competitive SEO landscape of 2014, here are three tips to help you with writing content for marketing automation:
1) Utilize Different Content Mediums and Target Specific Audiences: This seems like two tips, but they are one in the same. By different content mediums, we mean don't rely on good old fashioned written content; instead, utilize video, infographics, webinars. Each type of content usually resonates differently with people in different parts of the sales cycle, so experiment until you find what will work for you. Then, get very specific with the type of content you are creating and aim it at a few highly qualified people. The days of blasting big email lists with a generic message are long gone. People have become very good at ignoring useless content, so send them what they need. If only seven people looked at your page dedicated to cool social media features, then wouldn't you want to send those seven people an info packet on how social media increases ROI?
2) Inter-Departmental Communication and Consolidation: If your SEO team is writing about one topic, but your print marketing team is sending another message, while your sales team pitches something still completely different, then what's going to happen? Last week, there could have been a deal for new customers but no one told Sales that the deal expired, so they continued selling it; and, when new customers followed up by checking your website, they became confused as to why Sales pitched something that expired last week. All marketing efforts work better when they are executed in conjunction with other platforms. When you you hear a McDonalds commercial on the radio on your way to work, you start to crave it. When you log into your computer at work, there is a banner ad for McDonalds. Early in the afternoon, you will get another display ad for the Big Mac; and, by the time you get home and turn on the TV only to see the Big Mag, you've already been sold. The same logic applies with most business models. Consolidate marketing efforts, and make your content reflect that message.
3) Track the Good Stuff and Ignore the Rest of It: Google Analytics, just like a number of other analytics programs, offers a plethora of data surrounding visitors to your websites; and, the majority of it cannot be used by anyone who hasn't spent countless hours mastering the program. It's incredible that we can track which search phrases led to clicks onto our websites. That data can be used to dictate future content, and to relate to your audience. Meanwhile, the data that tell you how many of your website visitors used which internet browsers and on which operating systems is not as intriguing. If you were to study the demographics of people who use each browser than you could use that data to segment a particular age group (I.E. the older generation still uses Internet Explorer and Safari compared to younger folks), but you probably won't use that information. Let your marketing automation software help you determine who your audience is, and use your analytics program to identify your most downloaded white papers, or your most popular blog posts. Then, create more of that, and generate more leads. Use analytics to repeat what worked, and skip what didn't.
In conclusion, if you're not using marketing automation software, then it's time to start. Also, there are specific ways to target your audience using the software, but you still need to tailor your content to those people. So, utilize your content mediums, target your audience, consolidate your marketing message, track your results, and do it again.