6 ways to skyrocket your content ROI with content marketing automation

@gdecugis 1
Guillaume Decugis
Co-Founder & CEO
Scoop.it
6 ways to skyrocket your
content marketing
with
intelligent content marketing
automation
#CMAutomation

@gdecugis 2
Content has become the fuel of marketing
Goals of content marketers
Content
Generate
leads
Nurture
prospects
Engage a
community
Brand
awareness
Trafﬁc and
SEO
Source: Content Marketing Institute / MarketingProfs

@gdecugis 3
But does content work?
“Content shock” (Mark Schaeffer)
“We’ve lost nearly half of our social referral traffic
in the last 12 months” (Buffer)
“Crap: why the single biggest threat to content
marketing is content marketing” (Velocity
partners)
“Social Media Publishing is dead” (Me!)

@gdecugis 4
But does content work?
“Content shock” (Mark Schaeffer)
“We’ve lost nearly half of our social referral traffic
in the last 12 months” (Buffer)
“Crap: why the single biggest threat to content
marketing is content marketing” (Velocity
partners)
“Social Media Publishing is dead” (Me!)
“It’s too easy to produce great engaging content
that goes viral” (no one)

@gdecugis 5
Content is a struggle
Source: Content Marketing Institute / MarketingProfs
(Which is an optimistic way of saying 70% are not…)

@gdecugis 6
Back to the basics
Content marketing
=
Publishing and distributing content that drives people to take action

@gdecugis 7
Content marketing ROI
Produce enough relevant quality
content for your target audience
Content production Content impact
Distribute that content as
efficiently as possible to obtain
(and therefore measure) the
desired impact

@gdecugis 8
How to leverage content marketing automation to
create more / better content?
More / better content
Content production

@gdecugis 9
1. Great content = the best answers to your target
audience. Do you know what the other answers are?
“Be the best answer”
Lee Odden (@leeodden)
“Answer your audience’s top 30 questions”
Barry Feldmann (@feldmancreative)

@gdecugis 10
1. Automate content research to understand your
content’s competition
Find out what content get shared
the most on your keywords
Discover what unique value you
can bring to your audience
Ideate from existing content

@gdecugis 11
2. Great content = marketing performance. Do you
measure it the way you should?

12
2. Measure what each content asset generates: not just
traffic but also conversions*
Consumption Distribution Conversion
*unless you get paid in page views…

@gdecugis 13
3. Do you need more or better content? Both!

@gdecugis 14
3. Supplement original content with curated content
To your social channels To your website
(content hubs, blogs…)
in your email newsletters

@gdecugis 15
How to leverage content marketing automation to get
more from your content?
Content impact
More from your content

@gdecugis
Evergreen content
Short-term campaign
16
4. Is your content short-lived?
24’
Half-life of a tweet
2-6%
Organic reach on Facebook
If sharing a few times is all you do to distribute a piece of content, you might as
well not create it.
Well-distributed content
Short-lived content

17
4. Leverage automation to share multiple times on each
of your social media profiles over multiple weeks

@gdecugis 18
5. Does your content inventory looks like this to your
leads, customers and salespeople?

19
5. Organize it in curated content hubs

@gdecugis 20
6. Which of your content assets deserve amplification?
Impact = 2x more traffic / 2.5x more leads
Without amplification = short lived With amplification = evergreen

21
6. Use predictive insights to identify amplification
opportunities with your existing content
AI-powered recommendations based on:
past performance of a given asset
its distribution history / associated campaigns
web trends
…

@gdecugis 22
Leverage content marketing automation today
More / better content
Content production
More/ better content:
1. Automate content research to
understand your content’s competition
2. Measure the conversion rate of each
content asset to improve your content
performance over time
3. Automate content curation to
supplement original content

@gdecugis
Content impact
23
Leverage content marketing automation today
More from your content:
4. Promote: schedule your content to be
shared multiple times over multiple
weeks on each of your social channels
5. Organize your top resources in
curated content hubs to highlight it to
visitors, leads, customers and sales
6. Use predictive insights to amplify the
lifetime of your most successful contentMore from your content

@gdecugis 24
But Guillaume,
who has time for that?
Promote, analyze, amplify…

@gdecugis 26
Content marketing automation
for ROI-driven marketing teams
Get a personalized demo: http://business.scoop.it

6 ways to skyrocket your content ROI with content marketing automation

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