Content and marketing automation are two strategies that can provide a personalized customer experience that replicates the feeling of being heard and cared for. Content marketing provides educational content such as newsletters, infographics, and webinars to make prospects feel seen and understand their options. This increases brand awareness and leads to increased conversion rates. Marketing automation streamlines and targets lead nurturing while relieving the marketing team of repetitive tasks, allowing them to focus on strategy. Content marketing and marketing automation can provide a personalized customer experience with increased ROI when used together.
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The average customer journey these days involves a lot of self-service: we do our own research, read reviews of products and try to decipher which ones are real vs. paid or bot-generated, and then make the decision alone. It’s a big shift from the days of hand-selling in department stores, where a human would not only greet you but also educate you on your options and help you decide which one best fits your needs and budget. This isn’t a call to return to the past, though. Rather, it’s a suggestion of how marketers can infuse the presale steps of
Content and Marketing Automation: How Both Strategies Fuel One Another – Benchmark Email was originally published on Blog – Benchmark Email