@gdecugis 1

Guillaume Decugis Co-Founder & CEO Scoop.it

6 ways to skyrocket your content marketing with intelligent content marketing automation

#CMAutomation

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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

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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!)

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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)

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Content is a struggle

Source: Content Marketing Institute / MarketingProfs

(Which is an optimistic way of saying 70% are not…)

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Back to the basics

Content marketing

=

Publishing and distributing content that drives people to take action

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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

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How to leverage content marketing automation to create more / better content?

More / better content

Content production

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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)

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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

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2. Great content = marketing performance. Do you measure it the way you should?

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2. Measure what each content asset generates: not just traffic but also conversions*

Consumption Distribution Conversion

*unless you get paid in page views…

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3. Do you need more or better content? Both!

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3. Supplement original content with curated content

To your social channels To your website (content hubs, blogs…)

in your email newsletters

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How to leverage content marketing automation to get more from your content?

Content impact

More from your content

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Evergreen content

Short-term campaign

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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

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4. Leverage automation to share multiple times on each of your social media profiles over multiple weeks

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5. Does your content inventory looks like this to your leads, customers and salespeople?

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5. Organize it in curated content hubs

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6. Which of your content assets deserve amplification?

Impact = 2x more traffic / 2.5x more leads

Without amplification = short lived With amplification = evergreen

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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

…

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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

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Content impact

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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

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But Guillaume, who has time for that?

Promote, analyze, amplify…

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Bots!

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Content marketing automation for ROI-driven marketing teamsGet a personalized demo: http://business.scoop.it