If great content is developed, but no one sees it, did it exist?
It is time to put your work in front of the customers. At the stage where you are ready to distribute content to the world, your structure, strategy, planning and execution all comes together as a crescendo.
The step of distributing is sometimes completed manually, there are pros and cons to this approach. Others use marketing automation systems, or perhaps a mixture of both.
A well constructed marketing automation program can be entrancing. By constructing distribution paths that customers can experience as they show signs of progressing through a purchasing cycle, you can put your marketing plans on autopilot.
While the expense can be avoided by manually managing distribution of content, chances are your team cannot keep up with the rapid and disjointed pace of change amongst your customers. At minimum, marketing teams must evaluate the capabilities of platforms such as Marketo, Eloqua, or Partod.
*This article is part of a series titled Elements of an Effective Content Program. See below to review the related content.