Be careful with the desire to fully automate your marketing. The reality is that you cannot. However, a lot of parts of content creation can be automated, giving you more time to do more direct, money generating activities.
I also wanted to preface this post by reiterating something I will continue to say until I turn blue:
Content marketing specifically, is a long-term strategy that yields massive results to a business. If you are on day zero of your business you should have a content marketing plan, if you are 5 years in you better have a content marketing plan, but in both instances, the expectations should be extremely different.
If you are just starting out one of the main goals in your strategy should be brand awareness but more importantly understanding your client avatar and your market.
In business school you are taught to create elaborate market analysis. In the online space you are persuaded to do a myriad of different things and the message is that 1 or the other will be the key to the winning door. After helping scale over 100 businesses I can tell you that neither of these have proven to be correct.
Yes, you should understand your market. But you can only do so after you started to create enough content to see which one works and Facebook Ads can only take you so far without email marketing, powerful direct response messaging across all platforms not just your email campaigns, nurturing social media, and so much more… Yes, including an excellent customer experience.
For this reason, it is absolutely important that you understand that marketing is an organic process that happens inside your business. It is a human process that exists to connect with your target audience. Therefore, it cannot be fully automated.
Content creation is the centerpiece of your content marketing strategy and there are three things that can be fully automated with proper preparation: Data Collection, Publishing, And Filler Content. Engagement should never be automated.
I wanted to start with data collection because this part actually should be set up before you begin to create content. Setting up the proper foundations to collect the data that matters inside your business will ultimately affect your bottom line. It will allow you to understand the movements of your business even at micro levels. For example, we have custom dashboards inside Google Analytics for every platform. We want to know how many sessions have occurred from which platform, we want to know the demographics of the audiences that currently are attracted to our content and once they hit our pages, what is their behavior like…
Are they bouncing off the website, are they clicking through our portfolio, are they singing up to one of our toolkits or white papers?
These along with setting up the general pixel codes of not just Facebook but also Pinterest, LinkedIn, and Twitter on your pages even if you do not leverage the platform yet will go a long way once you are ready.
Pinterest drives traffic to Facebook and we can retarget Pinterest users not just on Pinterest through boosted campaigns, but also on Facebook, Twitter and LinkedIN. These are high level strategies that not many social media marketers talk about but will be pivotal in 2020 and beyond. The fact is that changing algorithms and social media blackouts can only be mitigated by data redundancy.
In this article, publishing is the act of simply processing the content you have planned and created and then syndicate it across all platforms. Publishing should be automated at a 50/50 capacity when you are just starting your business and then move up to 70/30, then 80/20.
This means that if you are a new business owner OR you are new to implementing a content marketing strategy, you will be expected by your market to show up more often than the competitor who is better established than you. As you progress through the ranks and your following increases and your ecosystem expands and becomes stronger you will then proceed to not just plan ahead and create new content, you should also assess past content that has performed well and requeue it inside your content marketing strategy. This process will shorten the time that you will be required to provide value and show up.
Filler content is the least converting type of content inside your content marketing strategy. However, this doesn’t mean that filler content is not powerful. I always say “Never try to reinvent the wheel” to my clients. Many times we want to be unique and believe that our uniqueness will inevitably be the reason why people gravitate towards us. Polarizing thought and belief can be powerful tools of attraction but why spend your valuable energy and creativity when you have millions of pieces of content that can help you fill in the gaps of your content planner.
I typically like to start with filler content across my weeks for my clients and myself. And then start stuffing the other days with value packed content. Filler content can be curated and planned for weeks if not months ahead. So in reality, you don’t necessarily need to create 365 days of unique content to your brand. Instead, you can go back to the internet and see what’s working and curate the blueprints to success into your strategy.
Content marketing is a sophisticated and powerful tool for business. The challenge for business owners and creators is to not get burnt out by the pressure of having to remain consistent in order for all of this to work.
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