Offer content to life

Marketing automation saves time by eliminating unnecessary manual work, and also makes cooperation of marketing and sales more efficient. Taking one step at a time brings you the benefits of automation. Take a closer look in our marketing automation blog post.

Three steps required for starting marketing automation:

1. high-quality and up-to-date marketing database
2. regular communications
3. content that you communicate


Your customer isn’t interested in your product or your service, at least not in long feature lists. Customer seeks for solution, help, and facilitation in the problems, routines, tasks and situations of their own operational environment. Well planned content is the key to arousing customer’s interest. When you offer content that is interesting specifically for the customers, they are more likely to become interested also in your product and service.

Where to get content?

Your customers speak for you the best. New customers are often interested in other customers’ experiences and success stories. You can start collecting your story bank from sales, customer service, maintenance, and from all those working with customers. Company’s traditions, history, charity targets, customer events, fairs, and other current news and subjects are great sources for stories. Starting content creation only takes one well thought story or message that has a clear goal.

How to offer the content?

Here are four steps through which you’ll create interesting content:

1. Set a clear goal

Is your goal to inform about your products or services? Or is your goal to get leads and add sales? Or maybe to manage and shape your company image? A well set and measurable goal gives meaning to content creation, makes following its success easier, and facilitates learning and developing for the future.

2. Choose your target group

Define a small enough target group. Think of a real or imaginary person as a part of your target group. Identify their expectations, interests, and expertise on your subject. Content that is created specifically for the target group appeals to readers better, and gets more clicks than a message that is prepared blindfolded.

3. Use suitable content and style

Choose content that suits your target group, and that serves your goal. Which appeals to your target group better; expert-written text, or a video or other visual content that appeals to emotions and imagination? How would you like your customers to react to your message? What takes you towards your target? Be careful, don’t go too much into detail. Demonstrate, teach, surprise, and remind! Get your customer excited with the help of stories and examples, through which they can get an answer or solution for their problem.

4. Collect interesting stories

Have you ever thought of how great stories your sales people could tell? They have an excellent view of your customer interface. The whole personnel of a company can basically be involved in content creation. Be brave and start with one content, and learn and develop on the way.

A good story or a demonstrating example that is easy to identify with are understandable and interesting ways of illustrating the necessity and functionality of your product. Customer can’t get a grip of the benefits of your product if you highlight and list only the excellent and technical product features. Refer to and concentrate rather on what your customer really gets and how they benefit if they buy your product.

Don’t set the bar too high. You can get started with one well thought content that is tailored for your target group. Once you’ve gotten started, follow the results of your message. What were the effects of your message, who reacted to it, and what parts of the content were the most interesting? Learn little by little, and improve and develop your next content. Move on bit by bit, keep your goals in mind, and follow how you reach them.

Start creating content, put your marketing database into shape, and start regular communications. After taking these three steps, starting marketing automation is easy. You’ll save time by eliminating unnecessary manual work, and make the cooperation of marketing and sales more efficient.


We organize webinars for example on Newsletter communication and content. Please notice that our webinars are held in Finnish.




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We launched our own ready-to-use marketing automation solution about a year ago. Get a taste of Vine marketing automation and see your own lead score as an example.



Read also our other Marketing automation -blogs:

The time for automation is now! How to start marketing automation >>

Hit the right target - What condition is your B2B customer and marketing database in? >>

New in Vine: Vine Address Service >>

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