3 Ways Marketing Automation and Content Marketing Drive More Sales

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Is your content marketing hit or miss?

You get a blog out when an idea strikes?

Likewise, your revenue from that content marketing is hit or miss too?

No judgment.

In fact…

I’ve got great news for you.

Marketing automation gives you the chance to convert more sales with less content.

Here’s why too much content hurts your sales

According to Google’s Eric Schmidt, every two days we create as much information as we did from the dawn of civilization up until 2003.

What this means, according to Derek Halpern of Social Triggers, is “You can no longer pump out half-assed content and win. Now you’ve got to research GREAT content, and publish only the best.”

The good news: you don’t need to create that much content.

In fact, Halpern recommends you only spend 20% of your time creating content and 80% of your time promoting it.

And why this works is found in the “Marketing Rule of 7.”

The Rule of 7 is that prospects needs to hear the advertiser’s message at least 7 times before they’ll take action to buy a product or service.

Part of the reason we need to hear a message seven times is attributed to sensory overload.

Researcher Daniel Yankelovich, of Yankelovich, Skelly & White, Inc. estimated that a person living in a city sees up to 5,000 ad messages a day.

On overly saturated marketing landscape means it’s harder to get your content marketing to convert your ideal audience unless…

…you consistently reach them with the same high-quality message using automated tools.

Here are the 3 ways to use marketing automation and content marketing to drive more sales:

  1. Reuse your best content to convert new subscribers into raving fans

Remember that killer blog you created a few years ago?

Marketing automation lets you use your best content, again and again, to convert new subscribers into raving fans and buyers.

ZURB, a product design company, located in Silicon Valley, welcomes new newsletter subscribers with a roundup of their highest rated blogs.

In fact, it’s better if you use content that is proven because the automated messages a new subscriber gets from you in the first seven days are key to converting a subscriber into a website visitor, customer, and raving fan.

And, according to  Epsilon’s Q1 2017 email trends and benchmarks those automated welcome emails outperform non-automated communications: email opens are 69% higher, and clicks are 165% higher than non-automated emails.

  1. Use drip email campaigns to keep subscribers engaged and drive traffic to your website

Consistent is boring unless it’s consistent advertising revenue from your website.

Bump your advertising revenue with consistent traffic to your website from automated email drip campaigns and customer journeys.

For example, the kitchn builds a tribe of raving fans with free email courses on home cooking. The automated drip campaigns have open rates and click-through rates of over 50%, which keeps subscribers engaging with their brand.

kitchn email

  1. Deliver the right content to the right audience

Media powerhouse, BuzzFeed stays relevant to their readers by using email automation platform, Campagn Monitor, to cater their newsletters to subscribers’ specific interests whether that’s health and beauty, DIY, pets, or breaking news. One subscribers start engaging with Buzzfeed’s newsletters, the email automation platform dynamically sends future emails with personalized content based on what the recipient clicked on from past emails.  

Email is one of the top 5 referrers of traffic to Buzzfeed’s website, and they are the most highly engaged visitors. Buzzfeed found that email visitors spend 3 minutes longer on the website than those from other channels and that’s important to their advertisers.

Wrap up

As marketers, our job is to create experiences that delight customers and convert into sales on a consistent basis.

Using marketing automation to squeeze every bit of value out of our best content makes it easy.

You want to integrate curated content in your marketing mix ? take a look at our eBook !

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About the Author

Megan Totka
Megan Totka is the Chief Editor for ChamberofCommerce.com. Chamber specializes in helping small businesses grow their business on the web while facilitating the connectivity between local businesses and more than 7,000 Chambers of Commerce worldwide. As a small business expert, Megan specializes in reporting the latest business news, helpful tips and reliable resources, as well as providing small business advice. She has significant experience with the topic of small business marketing, and has spent several years exploring topics like marketing automation, content marketing and social media.
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