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Effective Content Strategy and Distribution in Pardot

Written by
alison
Published on
August 6, 2018

As a content marketer, you understand the value of content and the role that it plays in your marketing strategy. Developing a strong content strategy helps to establish you as a thought leader on a subject and engages your audience without pushing an aggressive call-to-action.

Similarly, a strong inbound strategy helps naturally attract new leads and opportunities. Often considered the most crucial part of your website, cornerstone and evergreen content draw new visitors to your web pages and increase your search rank. But, aside from SEO, how can you leverage this content?

With a marketing automation tool like Pardot, you have the ability to track your prospects’ behaviors and activity, which can help you develop an effective content strategy and ways to distribute said content. This includes the topics that interest them, as well as the form of content that they prefer, whether that be a blog, video, whitepaper, or something else. Then, you are able to take that knowledge and segment your database in order to provide the best types of content to the prospects that are looking for it.

Tracking Content

Set yourself up for success with content marketing by having the proper tracking mechanisms in place.

Tagging

Add tags to prospects that you know are interested in different subject areas. For intelligent and dynamic tagging, make use of page actions and custom redirects.

Page Actions

Page actions allow you to trigger actions, such as applying tags or updating field criteria, when specific pages are accessed on your website. This function is often used to alert a sales rep when a prospect visits a page that indicates high intent, such as a product pricing page. Thinking a little more critically, this can also be used to apply tags to prospects when they visit certain pages of your website.

Custom Redirects

For content that is not hosted on your own website, such as your Youtube channel, or even third-party content, make use of custom redirects. This Pardot feature has the same functionality as page actions in that you are able to trigger actions based on the designated URL being accessed. Pardot replaces the end URL with a tracked one, which you can then use in your campaigns.

Leveraging Your Content Strategy

With all of that information stored in Pardot, you can design your next email campaign accordingly. Build out your next workflow in Engagement Studio with smart rules that send your prospects down different paths based on their tags. To do this, select your best content pieces in each subject area, and promote them to prospects that are tagged with those subjects. Then, follow up with similar content pieces that the prospect may be interested in. These emails should be personal in nature and come from a specific sender rather than a nameless company email address.

Some other ways to leverage your content strategy with email include:

  • Sending weekly blog newsletters to the prospects that have shown previous engagement with your blog page. You can learn how to automate this process with FeedOtter.
  • Using content pieces as the main focus of one of the first touches in your nurture campaigns. Be sure to link to your strongest performing pieces, like an ebook or guide.
  • Taking the absence of activity, such as a group of prospects that have not opened an email in 90 days, and sending those prospects a strong content piece in an attempt to re-engage them

Not sure where to start with curating content for your emails? The most efficient, automated process for curating content is through the use of RSS feeds. To learn about integrating your Pardot instance with RSS feeds, schedule a demo of FeedOtter.

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