In a webinar for the GetResponse Automation Hub, Michael Brenner, keynote speaker, author of The Content Formula, and CEO of Marketing Insider Group, joined us to discuss the content driver for marketing automation.
Content marketing is a driver for success in marketing automation. In fact, marketing automation creates a need to understand how to create the kind of content that the target audience wants. The kind of content that reaches, engages, and converts them. This will help you quantify the value of your content marketing activities for your organization. Can’t beat that, right?
Marketers have a marketing problem. What do non-marketing people think is? They think it’s:
But if you think back to marketing classes at university, you probably learned that marketing is a communication between a company and its customers. That’s so much more than advertising, promotion, or interruption. And we, as marketers, often forget what it’s like to be on the consumer end of a marketing initiative.
The content imperative for marketers is: stop interrupting what people are interested in, and be what people are interested in! In other words, create the kind of content that people want to consume. Marketing automation helps with the delivery of that content, but it’s so much more than simply automating emails that promote your product, company, or offer.
The content imperative is important now because the buyer’s journey has changed. The consumer is now in control of where and how information is consumed. And 90% of that journey is completed before a consumer makes contact with a salesperson. That’s true for B2B and for considered (larger) B2C purchases. It’s also important to remember that the buyer’s journey doesn’t start with a search for your product, but for a search for a solution to a customer’s problem.
Empathy for your customers will go a long way. In this context, empathy means being able to answer the question, “What’s in it for your customers?”
This webinar is for you if you…
- want to learn how to quantify the value of engaged traffic to your business.
- want to answer customer questions with your content marketing, instead of promoting your product.
- need to define the questions your customers are asking, and can rally your organization’s experts to answer those questions.