Confused on which tools to use, or how much automation to turn "on" in your content marketing? There's a fine line. Read our guide!
Scooped by
Guillaume Decugis
onto Content marketing automation |
Great post by Julia McCoy of Express Writers.
And yes, even though I'm a techie, I believe there are dangers in over-automating.
But, as I wrote for the Content Marketing Institute here, I believe the key to avoid these dangers while be efficient is to use automation to be smarter and not just faster.
I see a lot of people try to take shortcuts and implement automation as a way to do that. But content marketing is about building relationship and trust with your target audience so that they feel educated (not sold) on the topics that will potentially lead them to consider your products. The "building relationship and trust" part is not something a machine can do - and over-automating can be counter-productive.
Having said that, content marketing is tough and time-consuming so it's definitely a must to automate repeatable tasks such as social media distribution for instance.
But beyond that, technology that helps us be smarter is really the next step:
- research tools such as Buzzsumo or the Scoop.it suggestion engine and that helps understand what content to create by automating content discovery and research,
- bots such as GrowBots, developed by HubSpot's CTO that answers questions, kind of like a Siri for marketers.
- predictive insight technology such as the one we launched in the v2 of our own Scoop.it Content Director and that provides actionable recommendations on how to get more results with the content you've already produced.
Overall the future of content marketing automation should be to help you getting more from content - and not just more content.
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