Why You Shouldn’t Skimp on Content Creation for Marketing Automation - dummies

Why You Shouldn’t Skimp on Content Creation for Marketing Automation

By Mathew Sweezey

Content is the lifeblood of online marketing. Marketing automation allows you to speed up how fast you can create and execute campaigns. The faster you can create and execute, the more content you need to create. Failing to understand this fact will limit the value you can derive from your tool. Here are a few tips to help keep you cranking out the content you need:

  • Reinvest time. Simply look at the time you used to spend qualifying leads or importing and exporting comma-separated values (CSV) files before marketing automation. For many marketers this is probably a substantial amount of time. Why not take this time you save automating manual tasks and use it all for content creation. This will help you create and execute more campaigns.

  • Never miss a chance for content. Creating content is something to keep in the back of your mind at all times. Keep a camera and notebook with you always. Take pictures to use in your blogs, and use your notebook to record quotes and interviews with people you meet. Consider anything as possible content as long as it can be made into something helpful to your audience.

  • Budget for your content. Most companies don’t do a good job at budgeting for content. Consider having a slice of your budget set aside for creating content. You might include sending people to tradeshows to do interviews, or paying for coffee at your local coffee shop for interviews. Regardless, have a budget — and use it.