Chapter 8
Content Marketing and Its Place in Marketing Automation
In This Chapter
Developing content for the buyer’s journey (a.k.a. the funnel)
Gleaning new insights about content
Tying video and webinars into automation
When you have a marketing automation engine, you need to fuel it. Content is the fuel for all modern marketing, especially if you use a marketing automation tool. Marketing automation helps you derive insight from content that you never had before. It tells you where a prospect is in the buying cycle, which content is getting stale, which content is most influential to a closed deal, and much more.
These insights are obtainable only if you understand the new relationship between content and marketing automation. In this chapter, you find out how to create content specifically to be used with your marketing automation tool, when to use short-form versus long-form content, and how to prove the value of content marketing through your marketing automation tool.
New Content for a New Tool
To maximize the use of your marketing automation tool, first you must understand people and their relationship to content. Automation is great only if you are sending the correct ...
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