Relevant content creates an effective sales environment that leads to a positive customer experience. But how can you marry content with Marketing Automation to achieve even greater business results?
The key to successful Marketing Automation is to have relevant and engaging content for the whole buyer’s journey. How long and complex that journey looks like varies between industries and companies.
Many companies lack effective content for the entire buyer’s journey. It’s easy to put a lot of efforts on the awareness stage, but overlook other crucial aspects, such as inspiring use or building long term brand loyalty.
Where are your content gaps? Find out which kind of content you need to produce and optimise.
When you have engaging content for all stages, you can experiment with automatic workflows that will educate, inspire and deepen the relationship with your potential clients. In this article, we look at how you can marry content with Marketing Automation.
Solve real problems
How can you show up early in the buyer’s journey? Create content that solves real problems.
Research your audience’s questions, needs and objections. Bring up these objections in your content. What must the target audience believe (about themselves and about your product or service) in order to do business with you? Find out where that sweet spot is for you.
With the help of Marketing Automation and engaging content, you can capture that attention and turn it into a business asset. Use Marketing Automation to build your own audience, get to know your visitors, and follow up with relevant content.
Awareness level content should:
- Solve real problems.
- Be useful/interesting/entertaining and have a specific point of view.
- Increase the knowledge about the visitor, so you can provide more in-depth, targeted content that deepens the relationship.
Become the likeable expert
Today, anyone can claim to be an expert. That’s why your content has to demonstrate your expertise. By sharing your knowledge, you establish yourself as a credible expert. Someone, we can count on. Someone we like.
But what if you’re not an expert? Are you screwed? No, absolutely not. Then you’ll simply have to find other experts who you can work together with.
Educational content should:
- Establish credibility and build trust.
- Make use of other people’s expertise, e.g. through interviews.
- Be aimed at different learners, e.g. beginners, intermediate, and advanced.
Your educational content should make customers choose your solution over the competition. But it’s not over once they’ve chosen you. In fact, the opposite is true. At the next level, your content needs to inspire usage and create a sense of community.
Inspire ongoing usage, engagement and loyalty
The fears are many after you’ve made a purchase. ”Was this really a good purchase?” you’re wondering. “Will I even use this product or service? What if it doesn’t work for me?”
After a completed purchase, your content has to reassure customers and make them feel good about themselves. Content should help them make the most of their latest product or service. Marketing Automation together with great content can do a lot of the heavy lifting at this stage of the buyer’s journey. Inspiring tips can be combined with live Q&As, competitions, monthly challenges, checklists and other resources to increase the use and engagement of the product or service.
Inspirational level content should:
- Help customers get the most out of the product or service.
- Reassure the customer that they’ve made a good decision.
- Encourage users to share their own stories (for example through competitions, challenges and other events) and leave reviews and testimonials.
Fuel your Marketing Automation efforts with great content
Has your company got content for the whole buyer’s journey? If no, see which parts you’ve overlooked and create content that meets those needs. If the answer is yes, look at how you can make your content perform better, so you will achieve your business goals. Marketing Automation, driven by relevant content, is a powerful combination that builds an effective sales environment that leads to real-world results.