Content Marketing goes outbound
Content Marketing and Inbound strategies are critical. Do you have a plan to nurture those contacts? A Professional Services guide to automation. What happens when prospects are hooked on your content? How do you nurture them with a steady stream of relevant content until they are ready to take a meaningful action? Or do you rely on them continuously visiting your blog or insight centre to check that new content is available?
Inbound marketing is getting a lot of attention and quite rightly so. The idea of pushing your message to prospects when it suits you has some obvious flaws.
You cannot move in Professional Services marketing without an industry expert extolling the virtues of content marketing. Content marketing and inbound strategies are not identical but they are symbiotic. Relevant content will help drive the traffic that successful inbound strategies rely upon.
So what happens when these prospects are hooked on your content? How do you nurture them with a steady stream of relevant content until they are ready to take a meaningful action? Or do you rely on them continuously visiting your blog or insight centre to check that new content is available?
This is where push techniques, such as email, can play a valuable role. If your website or blog is continuing to generate great content, then you should think about how you can continue to present that content in front of your interested contacts.
This is where Concep believes automation fits in – even in a Professional Services setting.
By integrating your email system with your content – your main site or even just your chosen blogging platform – every time new content is created it can automatically be packaged into your normal email templates and sent to the right contacts. Not only will this improve the engagement rates of your email but it also means no duplication of effort, no need to ever drop the content onto your content management system and then create an email separately.
If you are feeling adventurous and have a CRM that is storing areas of interests (AOI) against your contacts, you can get a little more advanced. By using a simple preference centre, you can allow recipients to self- select their AOI so that any time content that matches those AOI’s is posted, it will be sent out in an email. Efficient and effective stuff. If you are worried about over mailing, then use the ability to aggregate content over a specific time period – say weekly or monthly, to prevent over mailing.
If the neat scenario above doesn’t describe your firm, then fear not, there are more straightforward places to start.
To understand more about how Concep Alert can assist your content marketing program and remove the duplication of effort in your team, please get in touch.