Automation is one of the key tenants of modern marketing but remains a source of untapped potential for many marketers. This week in content marketing, we examine why.
Why are so many organizations not seeing the accelerated revenue and improved ROI promised by their automation tool vendors? In this article for MarTech Today, marketer Mary Wallace identifies three issues holding back effective implementation, from poor data and outdated strategies to the huge problem of content.
Quoting a survey where nearly one-third of respondents cited the lack of relevant content as a barrier to successful automation, Wallace says: “To realize its promise, marketing automation needs content. Mountains and mountains of content.”
Hightail VP of Marketing, Deborah Holstein also pinpoints content as a key factor in powering marketing automation tools. Or as she puts it: “Content fuels your marketing, without it nothing runs”.
In this MarTech Advisor post, Holstein describes the inability to create enough great content as martech’s single point of failure and outlines three ways that marketing organizations can break this creative bottleneck.
Most marketers’ experience of automation happens in email and, according to this eMarketer piece, even then it’s mostly only used for basic functions like onboarding and collecting feedback.
Barely a quarter have used email automation for personalizing messages based on customer behavior or personas and this is a major missed opportunity. Unfortunately, most organizations still do not have enough good data or the fully integrated tech stack to help them make the most of their automation tools.
That was our week in content marketing. What caught your eye recently? Share your links in the comments below.