When it comes to content marketing, quality is obviously the most important element. You need to write content that is helpful and relevant to your audience. On top of that, your content needs to be well written. This means making sure that there are no spelling or grammatical errors, and that it is easy to read and understand. While the quality of your content is critical to its success, there are other tactics you should employ as well. For example, the use of marketing automation and trigger words can help to improve the impact of your content.
Ways to Use Marketing Automation
Marketing automation is the use of certain software tools to automate repetitive tasks. Content marketing involves a lot of repetitive tasks that can be very time-consuming. By effectively leveraging marketing automation tools, you can save a significant amount of time. You can also improve the effectiveness of your content marketing in a variety of ways as well. The following are a few examples of how you can successfully use automation to improve your content marketing:
1. Automate Publishing Times
It’s important that you publish your content (specifically, your blog content) on the same days every week. This helps ensure that regular readers know when to visit your website for new content. However, manually publishing new content at specific times on specific days can be time-consuming. Not to mention that keeping such deadlines adds unneeded stress. Automation allows you to schedule when content will be published ahead of time. Then, when its scheduled publishing date comes around, your content will automatically be posted to your blog.
2. Deliver Content Based On Trigger Events
The success of a lot of your content depends on timing. For example, if someone makes a purchase on your e-commerce page, you may want to send them a thank you email. However, that email isn’t going to have much of an impact if it comes a week after the purchase was made. You can automate certain content to be delivered based on specific actions that your leads and customers take. For instance, if someone finalizes a purchase online, that action can trigger an automated welcome email to be sent to that customer immediately. Automating content delivery using trigger events will help to improve your customer experience significantly.
3. Segment Email List
Not all of your content will be relevant to your entire audience. For example, if you run a pet food company, then an article about dog food isn’t going to be relevant for cat owners. If you’re constantly emailing your audience content that’s not relevant to them, they will be more likely to unsubscribe. You can use automation to segment your email list. Use the information you have from your opt-in forms to segment your list effectively. You can then send different emails to different segments of your email list to ensure that the content you’re sending is relevant.
How To Use Trigger Words
Attracting your audience is one thing, getting them to read your content is another. One of the most effective methods for pulling an audience in is by using trigger words. Trigger words are words or phrases that immediately establish an emotional connection and that provide a sense of urgency. They are particularly effective when used in titles and calls-to-action (CTAs). The following are a few examples of trigger words you might want to use:
- New – People are always looking for the most up-to-date solution or product. This is because we live in a forward-thinking society. As a result, the word “new” tends to attract a lot of attention.
- Free – Free is an incredibly effective trigger word. This is because a consumer is more willing to give something a chance if it’s at no additional cost. They know that if they decide against the solution, it won’t cost them anything.
- Discover – Prospects who are searching for specific solutions will be drawn to the word “discover” as it hints that the content or offer may contain the solution they are looking for.
- Easy – If someone is searching for a solution, the last thing they want is one that will be difficult to implement. The word “easy” will draw their eye right away since they will be searching for a painless solution.
A good content marketing strategy consists of many different elements. Two important tactics that you should be sure to leverage include the use of marketing automation and trigger words. Using automation can help you to deliver relevant content to your audience at the right time. Trigger words can help improve the chances that your audience will take the time to read your content. If you aren’t using automation or trigger words yet, then you should make it a point to implement both.
The landscape of the Internet is ever changing and Nicole has the energy and aptitude to keep Stevens & Tate Marketing out in front of the pack. She leads an enthusiastic team in strategic planning, development, search engine marketing, online promotions and advertising for the web.