Content automation may seem like a buzzword that has been making the rounds due to artificial intelligence and machine learning. But it actually has been around for much longer as it’s not only about ways to automate content production.
As a process, content automation means any set of technologies and processes that remove manual work from content marketing. Software such as social media scheduling and publishing tools and even emailing solutions fall under the category of content marketing automation.
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How does content automation work?
In the end, the goal of content automation is simple – to reduce the amount of manual work. Whether that involves implementing better processes, data lookups, or software makes no real difference.
Content marketing automation, however, is most often performed through the usage of tools like CRMs, emailing and social media software, and many others. There are even artificial intelligence-based tools that supposedly automate the entire content creation process.
Unfortunately, those AI-based tools still haven’t reached a level where you could completely automate content creation. Most of them are fairly good at short-form content creation such as writing for PPC ads, creating product descriptions, and a few others.
As such, content automation is mostly focused on taking existing pieces of writing, whether they be emails, ads, social media posts or any other type, and optimizing the creation and automating the delivery process. It may seem like an incredibly small piece of the puzzle as content creation is such a resource-heavy process, but over large companies automation can save lots of time.
Where is content automation used?
Content automation, while sounding impressive and rare, is actually used by nearly any business nowadays. Even entrepreneurial individuals such as influencers and content creators online frequently use various forms of automation.
Nearly every business nowadays has an automated mailing solution that helps them send newsletters, create email sequences, and perform many other tasks automatically. Most businesses with a social media presence will have various tools that help them schedule posts.
Content automation is also frequently used during the creation process. For written content, SEO tools can provide suggestions for topics while proofreading software can make maintaining copy quality better. For visual and other content, various tools can be used to touch up on lighting, sound effects, etc.
Finally, content automation is frequently used in time-sensitive tasks such as when updating existing blog posts and landing pages. Certain tools can detect when a certain time frame has elapsed and send a notification.
In the end, various tools play a role throughout the entire content lifecycle. Proper usage of content automation tools can significantly reduce the time spent doing manual tasks that can be resource hogs within a company.
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Advantages of using content marketing automation
Reduced resource costs
While almost all content marketing automation tools will have a subscription or one-time fee, they benefit companies in the long run by enabling professionals to work on creating value. As simple publishing and proofreading tasks produce fairly little value, these can be left to software, freeing up time for employees.
Improved consistency
Certain tools can make the content marketing process significantly more consistent. Publishing and scheduling software reduce the likelihood of human errors when delivering content. Other tools, such as CRMs, improve business relationships by aggregating important customer data.
Quicker content production
From emailing solutions to proofreading tools – all of these assets reduce the time it takes to go through the entire content lifecycle. These solutions make it easier to plan and meet deadlines even in crunch times.
More efficient goal accomplishment
Not only does automation improve your content strategy, it also makes it easier to implement. By freeing up resources for creative activities and actually developing relevant content, teams can keep pace with company goals.
6 tools for content automation
Quark is an end-to-end content automation tool that’s mostly used for updating and publishing various pieces. Through their dashboard workflows can be created for authors that can automatically integrate with various other systems, making updating content a breeze.
A market leader in email content automation. They have existed for the longest time and bring with them a large array of features. While tons of competitors have cropped up, few have the reputation of Mailchimp. It offers a wide array of content automation features – from scheduled sending to predefined email templates.
Grammarly is a machine learning-based proofreading tool. It’s both a standalone application and a browser extension that automatically provides suggestions for grammatical and stylistic improvements for written content. Additionally, it uses natural language processing to get a better understanding of the meaning of sentences in order to provide more accurate suggestions.
Tailwind is a social media content automation platform that combines almost all networks under a single application. It does everything – from scheduling to automated personalized suggestions for photos and written content. Tailwind’s main benefit, however, is that you can manage all of your profiles in one place.
SurferSEO provides a combined content automation and SEO tool that generates both ideas and in-depth keyword briefs. It’s one of the best tools for working together with SEO teams as the professionals can give highly detailed and easily manageable content briefs that also give a prediction on how well the written piece may perform.
Wordsmith is an AI-driven tool that purports to write entire pieces of content without major human input. From practical experience, Wordsmith is mostly tailored for short-form content creation such as for PPC ads, product descriptions, and other similar ventures.
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