The use of automated tools for content marketing has now evolved into a web trend. Marketers need to provide quality content on a regular basis, while keeping costs low. And they turn to SaaS products for solutions, contributing to an unprecedented development in the marketing tools universe. 

Content marketing tools are incredibly diverse, serving for a variety of purposes. Some of them have existed long before the advent of content marketing and they have just undergone renaming or rebranding to meet the new market requirements. Some instruments help generate content while others work for content distribution.

Although the list of tools and work platforms used for content marketing is huge and versatile, we can still compile the features that would make valuable tools stand out from the mass-crowd.

A win-win solution for both companies and consumers

By implementing marketing automation, business managers can dedicate more time to money-making activities. This is possible by enabling an automatic management system for lead capture, form generation and gated content assets. Here are just two relevant examples of what such an instrument could do for you, with direct benefits for users too:

• Contact profiles may be created automatically from a number of sources: emails, forms and other online activities.
• You can enable access to valuable content only for registered users. The access to the content is granted upon completing the registration form.

Complex tool features

With rising marketing demands, it goes without saying that business managers prefer a unique platform with multiple tools that enable a variety of functions:

• Design, publish and monitor online marketing campaigns;
• Automatic analysis of content performance;
• Generate multi-lingual campaigns (if necessary);
• Analyze user activity;
• Enhance customer engagement;
• Improve the quality of leads etc.

Why is automation needed for content marketing?

According to the American Marketing Association, 90% of traditional marketing materials are unused in the field of content marketing, which means that valuable customer conversations are left to chance. The World Wide Web has evolved to such an extent that only through SaaS products can marketers stay competitive and meet their customers’ needs.

1. Social media marketing heavily relies on the use of valuable content. But can you keep your followers engaged in interactive communications? With the right automated marketing platform, your message gets to your customers.
2. Sales depend on your team’s ability to send personalized portfolios to corporate clients and prospects. Generating and processing personalized portfolios increase clients’ engagement and your company’s ability to influence the target audience.
3. Relevant content is the power engine of content marketing. But how can you tell which is the content that your readers want from you? Content marketing analytics take this stress off your head.

Analytics that directly influence content generation

With the right content marketing software tool, you can determine the level of activity for each of your content assets. This is possible by analyzing:

• How many times a certain form has been viewed and how many leads it has generated;
• The number of shares, comments and likes for each and every content asset;
• The most popular content assets.

Most tools come with demo versions that enable marketers to test functions and features and thus determine which tools serve its purpose best for them.

To sum it up, automation in content marketing has become a must given the complexity of web promotion channels that complement the company’s home pages.