Marketing automation: The key to smart content distribution

By Dodge Communications (not verified) on December 2nd, 2016

The benefits of sound content marketing planning and execution is well documented. B2B companies spend an extraordinary amount of time and money creating content for targeted audiences. On average, nearly 30 percent of marketing budgets are allocated to B2B content marketing, according to the Content Marketing Institute.

With so much content being created from countless brands and companies, creating the content is only half the battle. It is increasingly more important that the content is seen by the intended audiences, in a variety of formats across many channels. As a result, nearly half of B2B companies are turning to marketing automation tools to help reach their prospective buyers. If you are one of those companies using a marketing automation tool, read on and consider these three capabilities when distributing content.

Use email customization. Probably the most obvious option, email sending is likely the most used function of marketing automation tools because of the high ROI email marketing can provide. Yet, there’s a balance of what emails to send and when; provide only the content each individual prospects wants at the frequency that works best for them. An email preference center allows companies to provide a menu of options where subscribers can determine what content they want in their inbox. And if they receive multiple emails each day, allow them the option to get a weekly “summary” email that rolls all the valuable information into one email for consumption. It’s important to protect your database from unsubscribes and allowing prospects to control their own experiences helps maximize the reach of content distribution efforts.

Set up social media integration. Not often known, the major marketing automation platforms all have the ability to post to the primary social media outlets. While you might regularly use another social posting tool, such as Buffer or Hootsuite, sending out tweets and updates from a marketing automation tool is better for tracking the ROI of content pieces and tying distribution channels back to individual leads. The integration marketing automation has with social media APIs allows the system to communicate with the CRM, which is where the critical revenue data lives and marketing performance reports are created.

Pay attention to lead score indicators. Using lead score is underrated and extremely important in determining who should receive what content. Blogs, infographics and other top-funnel content pieces are great for educating prospects on industry issues and generating awareness. But, when a new case study or white paper is ready for public consumption, you need to quickly segment engaged, educated and ready-to-buy leads, sending them that content which will weigh into their purchasing decision. The score is a standardized method for targeting specific sub-segments of prospects who have shown deep levels of interest.

Creating content is necessary for educating buyers in this self-serve age we live in, but being smart in distributing that content can make the different between marketing success and just more marketplace white noise.

What other marketing automation features do you take into consideration when distributing your content?

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