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2010 Thought Leadership predictions: More automation please!

Thought Leadership Times Blog (Dec 27 2009)

  1. 2010 Thought Leadership predictions: More automation please!

    Wouldn’t it be great if your Thought Leadership Marketing initiatives continued to get more relevant, over time, with LESS human intervention?  Imagine your day in which you wouldn’t have to chase keywords and contract-writers to deliver compelling content around those keywords or topics?  What would your day as a Marketing Executive look like?  Instead of trying to figure out how your old marketing communication performed, your automated content tools would acquire and publish relevant content based on the ongoing, real-time conversations in the market.  Dashboards would then provide insights into actively changing content instead of static content.  Is this picture a little too 2001: A Space Odyssey for you?  I’m sorry Dave, but one side of the equation is already present in the market, today.

    In 2009, B2B marketing automation companies Silverpop, Genius, Eloqua and Marketo successfully deliver active, automated prospect and customer engagement.  These content delivery tools are rule-based systems that nurture and engage prospects in a timely manner, and across different online channels.  If you have a solid library of relevant content, these tools will automatically deliver content to prospects and customers in the sales-funnel.  The continued industry successes of these companies indicate a sustained and growing demand for these automated content-delivery solutions.

    However, what about the other side of the automated picture, content acquisition?  In 2010, I predict that automated marketing communication will increase, and with it, more automated content acquisition, filtering, categorization, optimization and then publishing.  Hiring the cheapest content-writers to keep up with rapidly changing industry conversations will continue to be the way in which “old school” marketing executives limp along the conversational theme of their industry.  The “new school” marketers who don’t have the budget or the time to engage the content creation army will implement content sampling and ranking systems that monitor conversations in their industries, in real-time.  These systems will extract and yield up topics, keywords, and themes around which B2B marketers can then publish their own content, faster and with more substance.  The most effective systems will enable easy re-purposing of relevant content for publishing into automated marketing systems or just plain old newsletters.  SEO optimization across such information will be automatic and help some companies even discard Adword buying budgets for automated keyword optimization.  Natural search will improve because of increased automated-relevance.  This is, after all, an automation future!  Wait, are you still trying to keep up with the long-tail of the important keywords in your industry?

    Let’s welcome a 2010 with more marketing automation and optimization to help manage the increasing clutter and noise of the B2B marketplace.

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