Evolution of Content Marketing to Marketing Automation
Generating leads with content marketing involves marketing materials and email campaigns to drive leads to your sales funnel. Recently, I came across an interesting article about how content marketing has evolved through five stages: 1) online brochure, 2) publishing, 3) promotion, 4) engagement and finally 5) marketing automation.
With an online brochure, your site includes all the details about you and your business to create a solid presence, along with an opt-in to capture email contact leads. Visitors will sign up for your opt-in box on your site for the following free “bribes” to get their contact information:
• Ebook or report
• Webinar or teleseminar
• Software trials
• Audio or video interviews
• Tools like calculators or spreadsheets
• Products like blog themes and screen savers
• Access to a private membership site
• Initial consultation as an upsell to paid services
After a visitor opts-in, there is a series of autoresponder messages aka as drip marketing or lead nurturing emails, to build trust and a relationship with your subscribers and to enable you to start making offers to your list.
With blog publishing, your site is now more than an online brochure and is a publishing platform with news, announcements, commentaries and thought leadership articles. Once you’re publishing, you can promote your posts with email marketing. The next stage of the content marketing evolution is visitor engagement, where you actively making useful connections through social media.
Marketing Automation – The Final Evolution
The final evolution of content marketing is marketing automation, which allows you to manage leads from their first visit through to the end of the sales process with integrated systems like HubSpot, Salesforce, Eloqua and Marketo. Read more about lead generation in the marketing in Vancouver post.
If you’re using marketing automation software such as Eloqua, it is designed to close the loop for marketing and sales teams. This enables your marketing team to effectively pass qualified leads through your auto-synched CRM, to your sales team. Features include:
• Contact management
• Email marketing
• List management and segmentation
• Automated lead nurture marketing
• Website Integration
• Campaign planning
• Workflow automation
• Reports on open and click-through rates
• Preloaded templates
Read the entire five stages of content marketing evolution to marketing automation article at Business to Community.