Establish a long-term narrative

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After you’ve released an amazing piece of content, what’s next? Do you consider it done and dusted and move on to something else? Or do you carefully consider the next steps in your journey and for your audience?

Plan your content carefully. Make each piece worthwhile and useful in its own right, but aim to create a continuous narrative, with each piece leading to the next step in the journey .

Segment always and increasingly
We’re already well aware of buyer personas, but the idea behind buyer personas isn’t to simply segment your target audience into manageable chunks, but rather to narrow down the categories further and further to provide the most personalized experience possible to your customers.

So if your buyer profile isn’t getting the right result, retarget, narrowing it down even further.

Be as specific as your resources allow and get much more uganda mobile database return on your content.

Understand your channels
Your automation platform has a reporting feature, so use it. This feature tells you where prospects and customers are accessing your content, what types of content are most effective, and which devices are generating the most conversions.

This represents a surprisingly valuable insight.

Knowing which channels are gaining momentum and which ones need more work gives you a strong indication of what your business should do next.

Be human
Automation can occasionally become a little too automatic. If that sounds like a confusing statement, follow our reasoning here: we should take every opportunity to inject a little humanity into our marketing.

Keep in mind that content deployed through automation isn’t created automatically. It takes writing or production, so take the opportunity to add your company’s voice and keep your humanity in mind. Your audience will reward you with a positive response.