High quality content is an essential element of modern marketing and one of the strongest factors in maximizing marketing automation ROI. Content is one of the primary ways that marketers generate, engage, and nurture leads. It is used to build brands, establish authority, attract new social media followers, and retain existing customers. All of these benefits can contribute to your marketing automation return on investment when they are effectively executed.
Here are a few tips on how to maximize your marketing automation ROI with high quality content:
Create Valuable Content
Every piece of content should provide prospective leads with real value. High-quality content will educate the reader and give them a reason to turn to your business whenever they require additional information. Basically it should be a subtle pitch that demonstrates your expertise while offering beneficial guidance. To consistently provide readers with significant value, the content must always be focused first on the concerns and needs of your typical consumers. Selling a product or service should also be the secondary focus.
Create Personalized Content
Marketing automation software generates detailed lead profiles based on a prospect’s online behavior and demographic characteristics. Utilizing the information in your lead profiles to personalize content will maximize ROI by creating a more meaningful connection with the prospect. It shows that someone is paying attention to their concerns, which will inspire loyalty and ultimately produce greater marketing automation ROI.
Create Newsworthy Content
Each article and email that is sent using marketing automation software must provide some unique and newsworthy insight. People that trust you with access to their email inbox do not want to read the same information over and over again. High-quality content that will maximize marketing automation ROI will offer original and worthwhile information that the reader doesn’t already know about your industry, product, or services.
Create Diverse Campaigns
Content includes more than just text. Every image and video can help to establish and strengthen a brand. Visual representations are more eye-catching and usually have a higher success rate than written copy on its own. You can add images to your emails and articles to grab a lead’s attention or create infographics and videos that use imagery to inform potential prospects. For additional information on creating effective video campaigns, please read How to make video marketing work for you.
Create Registration Forms
The content with the highest value should be hidden behind registration forms to obtain additional demographic information from potential leads. This will make it easier to further develop lead profiles and create more customize content. Content that is guarded by a registration form should offer a few trade secrets or particularly useful information that can’t be accessed elsewhere on your site. Individuals that fill out a registration form to access certain information will have higher expectations from the content they receive.
High quality content is a simple and proven method for maximizing marketing automation ROI. Make sure all of your content is valuable, personalized, newsworthy, and diverse. If it is particularly beneficial content, place it behind a brief registration form. All of these tips will help increase the return on your investment.