Is your content marketing random?
Do you publish a blog when an idea hits you?
Similarly, is your revenue generated by this content marketing also random?
In fact …
I have good news for you.
The automation of marketing allows you to convert more sales with less content.
Here's why too much content harms your sales
According to Eric Schmidt of Google, every two days, we produce as much information as we had since the dawn of civilization until 2003.
According to Derek Halpern of Social Triggers, this means: "You can no longer pump half-assed content and win. Now you have to look for great content and only publish the best ones. "
The good news: you do not need to create as much content.
In fact, Halpern recommends you spend only 20% of your time creating content and 80% of your time promoting it.
And why it works is in the "Marketing Rule of 7".
Under the rule of 7, prospects must hear the advertiser's message at least seven times before moving to action to buy a product or service.
One reason we need to hear a message seven times is attributed to sensory overload.
Researcher Daniel Yankelovich, of Yankelovich, Skelly & White, Inc., estimated that a person living in a city sees up to 5,000 advertising messages a day.
In an overly saturated marketing landscape, it's harder to get your content marketing to convert your ideal audience without …
… you always reach them with the same high quality message using automated tools.
Here are the 3 ways to use the automation of marketing and content marketing to generate more sales:
Reuse your best content to turn new subscribers into thirsty fans
Do you remember the killer blog that you created a few years ago?
Marketing automation allows you to use your best content, again and again, to convert new subscribers into thirsty fans and buyers.
ZURB, a product design company located in Silicon Valley, welcomes new subscribers to Bulletin with a summary of its top-rated blogs.
In fact, it is better to use content that has been proven, because the automated messages that a new subscriber receives from you in the first seven days are essential to convert a visitor subscriber, website and enthusiastic fan.
And, according to Epsilon's first quarter 2017 e-mail trends and criteria, these automated welcome emails outperform non-automated communications: openings are 69% higher and clicks 165% higher than non-automated emails.
Use e-mail campaigns to build subscriber loyalty and drive traffic to your website
Consistent, it's boring, unless the advertising revenue from your website is consistent.
Increase your ad revenue with consistent traffic to your website, powered by automated email campaigns with drop tracking and customer tracking.
For example, Kitchn builds a tribe of thirsty fans of free email classes on home cooking. Automated anti-drop campaigns have open rates and clickthrough rates over 50%, allowing subscribers to stay in touch with their brand.
Broadcast good content to the right public
Powerful media, BuzzFeed remains relevant to its readers by using the email automation platform, Campagn Monitor, to meet the specific interests of subscribers, whether it's health and beauty, DIY, pets or news. One of the subscribers begins to engage in Buzzfeed newsletters, the email automation platform dynamically sends future emails with personalized content based on previous recipient clicks.
E-mails are one of the top five traffic sites on the Buzzfeed website. These are the most engaged visitors. Buzzfeed found that e-mail visitors spend 3 more minutes on the website than those on other channels, which is important for their advertisers.
As marketers, our job is to create experiences that delight customers and convert to sales on a consistent basis.
It's easy to use marketing automation to make the most of our best content.
Want to embed targeted content in your marketing mix? Take a look at our eBook!