Content Inc.: How Entrepreneurs Use Content to Build Massive Audiences and Create Radically Successful Businesses PULIZZI by Pulizzi Joe

Author:Pulizzi, Joe
Language: eng
Format: epub
Publisher: McGraw-Hill Education
Published: 2015-09-03T16:00:00+00:00

Figure 14.5 At the end of every FastCompany.com article, there is a call-to-action for the company’s daily e-mail offering.

Let’s look at the Content Inc. example of EntrepreneurOnFire.com from John Lee Dumas. His main subscription channel is iTunes. This makes sense since John’s key platform comprises audio podcasts. But go to John’s website, and the first thing you’ll see is a call to action for an e-mail subscription (Figure 14.6).

Figure 14.6 EntrepreneurOnFire.com shows first-time visitors a full-display promotion to collect e-mail subscribers.

Marketing Automation

As we’ve discussed, e-mail marketing technology is of critical importance as you build out your audience database. As you begin to get more advanced and consider nurturing content and loyalty content, you may need a more robust system. Enter marketing automation technology.

Before you select any kind of automation technology, be sure you actually need it. More companies than not invest in marketing automation technology but quickly realize they don’t have the staffing resources and investment dollars to keep up with the platform.

When you are ready, consider players such as Act-On Software, Marketo, Oracle Eloqua, Percolate, Pardot (owned by Salesforce.com), HubSpot, and Infusionsoft.

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