As a content marketer running your own or company blog, you might look at how your content marketing is performing versus some of your peers and think “hey, these guys are totally kicking my ass”. But here’s the thing. They might not be better than you at writing compelling content or making sure it is SEO optimized. In fact, you could easily be their equal, if not better. So what then, is the problem? Why does their content marketing perform so much better than yours? They are just better at using automation to boost their content marketing. It’s time to join their ranks. Here is how to automate your content marketing like experts do.
Automate Content Development
No, you shouldn’t automate your content development process entirely. AI has still not reached the point where it can match the human brain when it comes to creating emotional, opinionated and critical content. At the moment, it can generate content based on data and ready information (like news or sport results), but not much else. Still, things are changing so rapidly in the field of artificial intelligence and machine learning that we’re likely to see AI more involved in content generation in the near future.
But if you can’t automate content creation itself just yet, there is one part of it that you can and that is content ideation. Content marketing tools like BuzzSumo can help you brainstorm new topics for your blog by pointing out already successful ones on social media based on the keyword or phrase you are using.
Automate Content Curation
While automation in content creation is something that can help, but you shouldn’t devote 100% of your self to it (you still want to appear human in the eyes of your audience), in content curation, you’ll learn to rely much more on automation.
The best way to grow your audience is to give them more useful content. But here’s the thing. It doesn’t all have to be from you. Share other people’s content as well. If you share anything that is useful and relevant, your audience will thank you for it.
The problem here is finding all that share-worthy content on a regular. That can be a long and difficult process. However, by automating content curation with tools like Feedly, things suddenly become much easier.
Feedly is basically an RSS feed on steroids. It takes two approaches to content curation. One is to visit a website, copy its URL address and then paste it. Pretty straightforward. The other is to add your favorite sources to it and then use Feedly to browse them from your computer or mobile device.
Automate Content Distribution
What do you think is more important, finding a cure for some disease or making sure it reaches those afflicted by it? The second one of course. While it’s important that the cure is found, unless you get it to those that need it, it’s pretty much useless.
The same goes for content. Without distributing and sharing it, you might as well be creating content for yourself. And that’s not what we are doing here, is it? Need I remind you of the definition of content marketing from Content Marketing Institute:
Content marketing is a strategic marketing approach focus on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience and ultimately to drive profitable customer action.
It says it clearly. Creating AND distributing. It doesn’t matter how good your content is if people can’t see it. You need to use social media, email newsletters and other forms of distribution to get your content out there and to your audience. One tools that can help you with this is Buffer. With it, you can schedule when your content will be shared and maximize it’s effectiveness by ensuring it reaches your target audience at the right time.
Automate Content Monitoring
Knowing when and where someone talks about your brand is also important. However, you can’t be expected to sit and do nothing but wait until someone searches your content or gives you a mention on social media. That would just be a colossal waste of time.
Fortunately there is a better way and that includes using a tool like Social Mention. This tool allows you to search your brand and see who has mentioned you in several categories (blogs, microblogs, bookmarks, images, videos or questions). The tool looks rather basic at first glance, but it gets more powerful as you delve in deeper. You can also see the strength of your brand (how likely people are to discuss it on social media), sentiment (is it more positive, negative or neutral), passion (will people talk more about you) and reach (your range of influence).
As reaching and retaining your target audience becomes more and more difficult, so does the need to automate much of your content marketing becomes more evident. Hopefully this article gave you some good ideas on how to automate your content marketing and get more mileage out of it.
Do you have any questions on how to automate your content marketing? Let me know in the comments below and don’t forget to share this post on social media if you found it useful.