Automation in content marketing is a fairly polarizing subject - some embrace it, seeing it as an helpful element in the process, while others see it as mechanical and lacking of the human touch.
Irrespective of where your opinion lies, there are automation workflows for content marketing that anyone can adapt. Automation needn't be completely free of human intervention, and used well, it is possible to replace menial tasks with automated workflows in order to free up more time for tasks that actually require human attention.
Besides, you'll never get to the larger picture if you spend all your time on basic daily routines.
Here's a list of five content marketing processes that can be improved with automation tools, along with some quick tips on how to implement them.
1. Content creation
Relax, I'm not going to suggest that you have bots write your content. In my opinion, we're not there yet - and Rand Fishkin has noted that bot writing hasn't impressed him. Yet.
But you can automate select aspects of the content creation process, like idea generation, typing, grammar and plagiarism checks, content re-purposing and management.
Tools and resources that can help:
- Flipboard - You can use Flipboard for content research and to inspire your content ideas
- Dragon Naturally Speaking - You can use this voice recognition software to dictate your content, if you are slow at typing
- Campaign Monitor - You can create professional looking email campaigns with ease on Campaign Monitor
- Grammarly - You can use this web app for grammar and spell checks before posting
- Copyscape - You can use this resource to check for duplicate content before posting
- Canva - You can use this graphic design software to convert text to visual content with ease
- Trello - You can use this tool to manage your content efficiently
- Fiverr - You can outsource content creation on this website
2. Content curation
Finding solid, well-written content isn't easy. If you represent a brand, you also need content that can further your business goals and help you build the right relationships.
You can use content curators to filter content for you, from which you can select the best posts for your social media pages and newsletters. Ensure that the storytelling and organization of what finally goes out with your branding supports your brand and creates engagement on social media.
Tools and resources that can help:
- Dropbox - You can curate your own content in Dropbox folders for quick future access
- DrumUp - You can curate industry content based on keywords you set or pull content from RSS feeds using DrumUp
- Brand24 - You can curate social media posts from your favorite influencers using keyword alerts on Brand24
- Industry newsletters - You can curate top industry content by subscribing to top newsletters in your industry
- Pinterest - You can curate powerful visual content in categories using Pinterest's boards
3. Content distribution
Viewer attention spans have dropped to about 8 seconds, and the amount of content produced continues to increase each year. Successful content marketers aren't just good at content, they also have smart distribution strategies in place.
To streamline your distribution routine, you can introduce automators at the right junctures. You could, for instance, automate your social media and email distribution. You can also tap into pre-existing online communities on external blogs, forums and social media sites to skip the initial readership building phase.
Tools and resources that can help:
- Campaign Monitor - You can schedule and automate email marketing workflows on Campaign monitor. You can also segment your email lists for better targeting and results.
- DrumUp - You can schedule and create a reserve of social media posts on DrumUp for easy distribution. You can also auto-post content from RSS feeds of reputable sites in your industry.
- Viral Content Buzz - You can have your content distributed on this tool in exchange for distributing other content
- Sites that accept guest posts - You can build a powerful presence on the internet by guest blogging.
4. Content amplification
One of the ways that you can cut through the noise on social media is by amplifying your content. The smartest way to do is by getting people involved, because people can add a face to your brand and increase your influence on the internet.
You have an untapped marketing force in the form of your employees. You can also reach a larger audience by co-creating content with industry influencers. People are integral in amplifying your content in the internet. Interestingly, peers and experts are considered more influential than leaders.
(Source - http://www.slideshare.net/EdelmanInsights/2016-edelman-trust-barometer-global-results)
Tools and resources that can help :
- TapFluence - You can use ReadyPulse to connect with influencers who you can work with
- Circulate.it - You can use Circulate.it to arm employee advocates with content to share
- Klout Perks - You can use Klout Perks to activate happy consumers who can talk about your brand in the internet
5. Performance tracking
Content marketing has transformed from being content-oriented to experience-focused. And in order to create an experience that makes sense to your audience, you need their feedback.
Performance tracking will tell you what resonates with your audience and what doesn't. You can also A/B test your created and curated content to narrow down elements like the colors, fonts and orientations that work best with your target audience.
(Source - By DarTar (Own work) [CC BY-SA 3.0 (http://creativecommons.org/licenses/by-sa/3.0)], via Wikimedia Commons)
Tools and resources that can help:
- Google Analytics - If you have budget constraints, you can use Google Analytics for content feedback. The tool isn't completely accurate, but it can tell you which your most popular platforms are, and which pages and keywords you should focus on for SEO
- SimilarWeb - You can use this tool to analyze your website traffic - where it comes from, who it constitutes and the interest of your audience members
You can also use the in built analytics in your social media management and email marketing tools to assess the effectiveness of your content and optimize it for the best effect. There are several reporting tools that integrate with Slack. You could install them to further improve your efficiency.
There are several content marketing processes that you can automate without affecting the human appeal of your brand. Automating them can improve your efficiency and enable you to do more for your business.