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6 ways to skyrocket your content ROI with content marketing automation

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Content marketing is hard. Only 30% of marketers feel they're efficient with content marketing. But it doesn't have to be this way. Technology is here to help you not only create more and better content but also generate more impact from that content. Here's how.

Publicada em: Marketing
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6 ways to skyrocket your content ROI with content marketing automation

  1. 1. @gdecugis 1 Guillaume Decugis Co-Founder & CEO Scoop.it 6 ways to skyrocket your content marketing with intelligent content marketing automation #CMAutomation
  2. 2. @gdecugis 2 Content has become the fuel of marketing Goals of content marketers Content Generate leads Nurture prospects Engage a community Brand awareness Traffic and SEO Source: Content Marketing Institute / MarketingProfs
  3. 3. @gdecugis 3 But does content work? “Content shock” (Mark Schaeffer) “We’ve lost nearly half of our social referral traffic in the last 12 months” (Buffer) “Crap: why the single biggest threat to content marketing is content marketing” (Velocity partners) “Social Media Publishing is dead” (Me!)
  4. 4. @gdecugis 4 But does content work? “Content shock” (Mark Schaeffer) “We’ve lost nearly half of our social referral traffic in the last 12 months” (Buffer) “Crap: why the single biggest threat to content marketing is content marketing” (Velocity partners) “Social Media Publishing is dead” (Me!) “It’s too easy to produce great engaging content that goes viral” (no one)
  5. 5. @gdecugis 5 Content is a struggle Source: Content Marketing Institute / MarketingProfs (Which is an optimistic way of saying 70% are not…)
  6. 6. @gdecugis 6 Back to the basics Content marketing = Publishing and distributing content that drives people to take action
  7. 7. @gdecugis 7 Content marketing ROI Produce enough relevant quality content for your target audience Content production Content impact Distribute that content as efficiently as possible to obtain (and therefore measure) the desired impact
  8. 8. @gdecugis 8 How to leverage content marketing automation to create more / better content? More / better content Content production
  9. 9. @gdecugis 9 1. Great content = the best answers to your target audience. Do you know what the other answers are? “Be the best answer” Lee Odden (@leeodden) “Answer your audience’s top 30 questions” Barry Feldmann (@feldmancreative)
  10. 10. @gdecugis 10 1. Automate content research to understand your content’s competition Find out what content get shared the most on your keywords Discover what unique value you can bring to your audience Ideate from existing content
  11. 11. @gdecugis 11 2. Great content = marketing performance. Do you measure it the way you should?
  12. 12. 12 2. Measure what each content asset generates: not just traffic but also conversions* Consumption Distribution Conversion *unless you get paid in page views…
  13. 13. @gdecugis 13 3. Do you need more or better content? Both!
  14. 14. @gdecugis 14 3. Supplement original content with curated content To your social channels To your website (content hubs, blogs…) in your email newsletters
  15. 15. @gdecugis 15 How to leverage content marketing automation to get more from your content? Content impact More from your content
  16. 16. @gdecugis Evergreen content Short-term campaign 16 4. Is your content short-lived? 24’ Half-life of a tweet 2-6% Organic reach on Facebook If sharing a few times is all you do to distribute a piece of content, you might as well not create it. Well-distributed content Short-lived content
  17. 17. 17 4. Leverage automation to share multiple times on each of your social media profiles over multiple weeks
  18. 18. @gdecugis 18 5. Does your content inventory looks like this to your leads, customers and salespeople?
  19. 19. 19 5. Organize it in curated content hubs
  20. 20. @gdecugis 20 6. Which of your content assets deserve amplification? Impact = 2x more traffic / 2.5x more leads Without amplification = short lived With amplification = evergreen
  21. 21. 21 6. Use predictive insights to identify amplification opportunities with your existing content AI-powered recommendations based on: past performance of a given asset its distribution history / associated campaigns web trends …
  22. 22. @gdecugis 22 Leverage content marketing automation today More / better content Content production More/ better content: 1. Automate content research to understand your content’s competition 2. Measure the conversion rate of each content asset to improve your content performance over time 3. Automate content curation to supplement original content
  23. 23. @gdecugis Content impact 23 Leverage content marketing automation today More from your content: 4. Promote: schedule your content to be shared multiple times over multiple weeks on each of your social channels 5. Organize your top resources in curated content hubs to highlight it to visitors, leads, customers and sales 6. Use predictive insights to amplify the lifetime of your most successful contentMore from your content
  24. 24. @gdecugis 24 But Guillaume, who has time for that? Promote, analyze, amplify…
  25. 25. @gdecugis 25 Bots!
  26. 26. @gdecugis 26 Content marketing automation for ROI-driven marketing teams Get a personalized demo: http://business.scoop.it

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