The Pros and Cons of Content Automation
There are several content automation platforms available, from mass post uploading and scheduling platforms like SocialOomph to dashboards created to give more insights into the performance of your posts like Sprout Social. If you keep a running list of your onsite content, you can upload that list and automatically distribute those posts at regular intervals for any stretch of time. You can type in and schedule posts one by one until you have an even spread across your chosen time period. Rather than necessitating a login at a specific time to make an appropriate post, you can schedule your posts in advance. If you figure out that your posts get more responses at 1:00 pm than any other time, you can schedule your most important posts at 1:00 pm, and never have to worry about logging in at that time.
With content automation, you can avoid the need to log in during holidays but still make posts announcing or celebrating the holiday. Whether you use an analytics-based scheduling platform or not, if you automate the posting of your content, you can measure your performance more consistently. If you post content at random times, sometimes once a day and sometimes ten times a day, you’ll have random data that doesn’t align into any one coherent picture. If you use automated content to post every hour, on the hour, every day of the week, it will soon be very clear which times and which post types are the most popular. Scheduling your posts in advance is a great way to save time and stabilize the consistency of your posts, but it also leaves you vulnerable to a handful of risks.
A good way to avoid this is to shake up your scheduling by rotating the types of content you post or by alternating your posting schedule every once in a while. Automating your content posts also takes you out of the driver’s seat, and leaves you unable to immediately respond to people who are interested in your posts.
Can Content Marketing Be Automated?
Whether it’s marketing automation, or programmatic advertising, or artificial intelligence bots that automagically write our content – more than ever it seems marketers are looking for algorithms that can help them scale and optimize their efforts. Marketing Automation, content and data are certainly the biggest technology players for marketing departments these days. In fact one study found that Content Marketing, Big Data and Marketing Automation are the top three priorities for marketers in 2017. Businesses of all sizes have discovered that marketing automation helps to deliver a richer set of data to optimize their selling efforts. One of the things I’ve noticed over the last year is how disconnected many companies’ content marketing platforms are from other parts of their buy-oriented digital experiences.
Businesses spend significant money to deploy a marketing automation solution for their website, but aren’t connecting these solutions to their content marketing platforms. Put simply: marketers aren’t using Marketing Automation tools to connect their website, their blogs and their email programs. One survey found that in the B2B space, almost 80% of marketers used their marketing automation solution to help generate more leads. The landing page and email subscriptions are managed by the marketing automation system. These businesses are using Marketing Automation tools as an Audience Development platform – extending and connecting their many content-driven platforms together to create an audience, that then evolves into a marketing database, which evolves into opportunities etc.
Businesses can use content consumption in the content marketing property as signals to optimize product sales and/or targeted offers. To enable this, marketers must be able to connect their content properties together so that they build a rich profile of their audiences over time.
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