Craft Intelligent Content for Automation Success
Marketing automation gives you a platform to leverage content to move buyers down the purchasing cycle.
When the co-author of Manticore’s “Quintessential Marketing Automation Guidebook” read the work of his collaborator, Ardath Albee, he felt it was important enough to re-position as a blog. The chapter in review is titled, “Use Content Intelligence to Drive Pipeline Momentum.”
Some of the key points Craig Rosenberg (aka The Funnelholic) pulled from the chapter include:
- Send the right message at the right time: Content is one of the most important ways to engage a new buyer who will not contact your sales team until they are ready to buy. A content strategy should design content that helps you gather intelligence about prospects based on information they engage with. Learn from their activity patterns.
- Map your content: One great suggestion is to map the buyer journey. This requires that you list all of the buyer’s questions from the start of the process until the purchase. Then turn these questions into steps. Your content should answer each question and facilitate each step.
- Tie it all together: Once you have great content, it is time to use automation to understand the buyer experience and know when it is time to engage.
Content without marketing automation will have no real impact on sales. To increase sales, your content needs to tell you as much about your prospect, as it tells them about your product/solution.