What is ther importance of content in marketing automation?

The importance of content in a marketing automation system

In the same way that cars need fuel to make them work, Marketing automation  needs content to make it work.

Content serves as the fuel for your marketing automation and without quality content your marketing automation will fail.

You also must use content to gauge where your leads are in your sales funnel.

Every piece of content you produce should have a specific purpose. You create content to attract visitors, capture leads, and nurture leads in the funnel.

Content helps marketing automation in the following ways:

Content attracts visitors

A steady steam of good quality fresh content will cause your website to get noticed by the search engines, which in turn bring visitors. This does not happen without regular and frequent publishing.

Content informs visitors

Your website visitors are strangers to your business. What you publish to your website will familiarize them with both your website and your business. To achieve this, you need content: blog articles, short explainer videos, newsletters, etc.

Create content educates your leads so that they move to the next stage of your sales funnel.

Content captures leads

Lead capture is basically an exchange process where you provide them with some quality content in exchange for this contact information. Content that serves this purpose is called Gated content.

So you need content to bring them in to your website, as well as to convert them into a lead.

Content nurtures leads

This is actually the most important stage of your funnel where you build a relationship with your prospects. At this stage you will use content to build this relationship as the leads progress through their buying process (your sales funnel). This overall process is called Marketing Automation.

For small businesses to increase their sales, they need to run their marketing automation well and part of doing this is having appropriate quality content on your website for each step in the sales process.

Learn more here…

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