Whoever said, “There are no shortcuts in life,” clearly never drove a car with automatic transmission, used an ATM or ordered their iced latte for pickup through the Starbucks mobile app. Shortcuts are all around us, made possible by ever-evolving technology and the automation.
This applies to the daily to-dos assigned to your content team, as well. With the emergence of artificial intelligence (AI), the automation of difficult content marketing tasks has become easier than ever to implement. It’s just about knowing where to start.
What is marketing automation?
From email to ad management, marketing automation is not a new concept. As SearchSalesforce defines it, it’s the ability to automate marketing processes in areas like customer segmentation, customer data integration (CDI) and campaign management through the use of a software. Doing so allows marketers to increase their efficiency and explore new capabilities through expanded functionality previously unmanageable through manual implementation alone.
Software solutions make marketing automation possible. And it’s the process through which you transform manual marketing tasks into more efficient, automatic activities that define ‘marketing automation’ itself.
Identify Content Tasks Worth Automating
Your content marketing workflow is full of moving parts working together (hopefully) to meet your goals. In order to make content marketing automation work for your brand, you have to determine which tasks currently managed by the team are worth automating.
Whether it’s an article headline or email subject line, there are a number of content AI tools to assist with content creation. Using algorithms, as well as historical data surrounding how your audience engages with your content, these tools can pinpoint what’s already working. And in doing so, your team is better able to dedicate time toward generating new ideas and producing better quality, atomized materials with data-driven results.
Curating relevant content for audiences is a powerful way to build and engage your brand’s community. However, it can be quite time-consuming to do and do well, requiring hours sifting through trending topics and relevant shares. Tools like PowerPost’s Power IQ can help you curate and distribute popular, rising content. This gives your team the freedom to explore other tasks that would otherwise be moved to the back burner.
Content distribution is another area that is both critical and time-consuming to any content marketing strategy. Luckily, it’s also something that’s relatively easy to automate. There are a number of software solutions capable of sharing scheduled messaging, determining best times for engagement, and even adjusting content shared based on learned customer interactions. MailChimp is just one popular example for utilized email campaigns specifically.
Keeping your finger on the pulse when it comes to an online community requires a mix of social listening and deciphering online audience behaviors. Incorporating tools like Mention, which notifies you via email every time your brand name appears online, makes that busy work a thing of the past. And having this type of information automatically provided to you allows more time to be spent taking action and tweaking strategy based on the results.
What are some of your favorite content marketing automation tools? Share in the comments below! Contact us today for a free demo!