To attract prospects and keep them around, provide relevant, authoritative, interesting content for them to read, watch, and listen to. Think about creating content programs and campaigns based on these:
The best content is about more than branding and product placement. In fact, it may not mention these things at all. The point of content is to educate, build trust, and fill a gap in knowledge, and in this context overt advertising can be a distraction.
A great content program incorporates multiple channels, stays current, and is relevant to users. But you also need to know if it’s resonating and how it performs. Marketing automation tools (like Hubspot and others) manage content from the web and social media by allowing the user to preschedule marketing events then record them and their data to gain and retain visibility in the marketplace.v
Content is part of inbound marketing, which is designed to draw prospects to you and generate leads indirectly. But it can be hard to know how well your blogs and social posts are doing that. Marketing automation tools help you analyze content performance at micro and macro levels:
In addition to performing well, want content to meet users where they are, answer their questions, and then guide them to more info. Marketing automation helps with this by deploying your content to reach the right buyer with the right information at the right point in the journey. This makes it easy to integrate content into the sales workflow without spending time manually sending out emails or marking up your calendar. Examples include:
Data analytics like this is objective and quantifiable and adds a new dimension to lead scoring and forecasting. Engagement with digital content (or lack thereof) indicates interested someone is. You can assign weights to different content pieces and types of interaction (e.g. three email opens adds 15 points, download adds 20 points, unsubscribe takes away 10 points).
It takes time and expertise to get an effective content program up and running. And then there’s the required routine maintenance. It’s not unlike acquiring a new CNC machine or making changes to your production line. There’s new equipment to master, maintenance, and periodic upgrades required to keep the gains you’ve made, but that work is offset by efficiency and improved production. Whether you want to get started with content or are ready to expand and upgrade what you have already, a consultation with Acadia is great next step – please contact us.
Sometimes in sales and marketing things go along great – until they don’t. Other times you know something’s not working quite right, but it’s hard to pinpoint exactly what it is.
Both are signs it’s time to take a step back and assess the situation. A closer look at your people, processes, and technology, and how they work together (or don’t) may reveal invaluable clues to problems and possible solutions.