April 2014
Intermediate to advanced
312 pages
7h 26m
English
Content preview from Marketing Automation For Dummies
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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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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.