The demand for original, personalized content seems to have reached an all-time high. Today’s consumers are looking for genuine connection and real-time insights that reflect their unique buyer journey, and it’s up to sales reps to rise to the occasion and exceed these unwavering expectations.
In order to meet customers where they are and address their needs head-on, sales teams have to deliver the right messages to the right audience at the right time.
The best way to generate meaningful sales content is with the help of content automation tools. By integrating automation software into your existing workflows, your team has an opportunity to streamline labor-intensive responsibilities, repurpose content across multiple channels, and glean more value from their content on the whole.
Also, studies show that early adopters of sales automation tools have seen “efficiency improvements of 10–15%” as well as a notable increase in customer-facing time and customer satisfaction.
What is a content automation tool?
Content automation tools are used to automate content creation for modern sales teams. Essentially, these tools automate every stage of the content lifecycle – from idea generation to proofreading and publishing content in its final form. With the help of content automation software, sales reps can ensure their messaging is up-to-date, increase visibility across multiple selling channels, and cultivate deeper relationships with present (and prospective) clients.
9 best content automation tools for 2022
According to Gartner, hyperautomation-enabling software is on track to reach nearly $600 billion this year – so as you can imagine, there’s a variety of content automation tools out there for you to choose from. But despite this increasing competition, there are a handful of software solutions that have really stood out in their respective categories, as detailed below.
1. Best content automation tool for multilingual content: Article Forge
Article Forge delivers content as diverse as your clientele. That’s because Article Forge is the only artificial intelligence content creation tool that can write in seven different languages: English, Dutch, French, German, Italian, Portuguese and Spanish. And while this feature may seem superfluous, the truth is, competition remains extremely low for international search terms – leaving room for your business to dominate these underutilized markets. What this means is that your content can gain a lot more authority and relevance in the eyes of your target prospects.
Article Forge makes it easy and affordable to produce on-topic, high-quality content that can reach a global audience and help your company stand out at the same time.
2. Best content automation tool for leveraging SEO: Articoolo
The software from Articoolo has the ability to simulate a human writer, in that it can create unique content from scratch. To do this, Articoolo’s algorithm will decipher the topic (like a new product you are pitching) and then extract keywords for SEO based on popular search terms.
Using these keywords, Articoolo can generate original copy that is both readable and relatable. Plus, in addition to creating fresh copy, this software also connects to your existing content while filling in gaps on your website (or other digital assets). And because your content has been properly optimized, it’s primed to attract more clicks and views from your target customers.
3. Best content automation tool for proofreading: Grammarly
Grammarly works like a fine-tooth comb to proofread all your outgoing sales content. In essence, Grammarly is an AI-powered writing assistant that analyzes your sales copy while it’s still in-house.
The Grammarly system uses natural language processing to ensure the accuracy of your grammar, spelling and punctuation, and then takes things a step further by scanning for plagiarism and suggesting vocabulary changes. That is to say, Grammarly makes real-time recommendations to improve word choice, refine tone and correct errors on the spot. This extensive proofreading will no doubt communicate your sales team’s professionalism and dedication to detail across the board.
4. Best content automation tool for small businesses: HubSpot
HubSpot’s content automation platform was created with small businesses in mind, thanks to its ease of use and noted scalability. With HubSpot’s custom workflow tools, your team can automate emails to move prospects further down the funnel or generate qualified sales leads.
In addition, HubSpot users have access to a plethora of information on individual contacts – i.e., there’s visibility into every interaction you’ve already had. Your sales reps can then use this information to close more deals while creating a better customer experience overall. In other words, HubSpot’s automated workflows can help your company provide a true end-to-end experience for each of its prospects and recurring customers.
5. Best automation tool for email: Mailchimp
Although Mailchimp has a pretty extensive résumé, they are perhaps best known for their email marketing automations. For many Mailchimp users, this program is considered the backbone of their customer relationships. Along with providing templates for automated content creation, Mailchimp helps you stay connected to your audience via customized, targeted emails. These emails are triggered by dates or activities that are relevant to segments of your customer base, so you can relate to these individuals on a more personal level.
Put simply, Mailchimp is a customer-centric service that supports sales organizations in connecting with the right audience through the right messaging at the right time.
6. Best content automation tool for content updates: Quark
Quark is a closed-loop, content lifecycle management software that helps companies achieve a variety of operational goals. This comprehensive platform helps users increase productivity and profitability through automated workflows for content creation, management, collaboration and publishing. More specifically, Quark upends static content (which can lose the attention of your target audience) and automatically updates every component of your content strategy instead.
Quark can also make automatic formatting adjustments to fit a variety of devices, enabling content to be shared with customers in a way that really enhances their experience with your brand.
7. Best content automation tool for sales content: Pitcher
Pitcher’s cutting-edge automations deliver audience-specific content that has a measurable impact on converting prospects into loyal customers. Using Pitcher’s Super App, modern sales organizations can automate their most expensive and time-consuming tasks, like converting content from different sources or guaranteeing compliant delivery for every target. From a broader perspective, Pitcher consolidates operational workflows and manages various content pieces – contributing to fluid collaboration between different roles and departments.
Within the context of sales enablement, Pitcher’s content automation software can deftly handle all the manual and/or administrative responsibilities of the sales team, so reps can invest more of their time and energy into customer engagement.
8. Best automation tool for social media: Tailwind
Partnering with Tailwind helps you avoid the stress of having to create and schedule social media all on your own. Tailwind has been specifically designed for platforms like Pinterest and Instagram, as it assists with activities related to the creation, distribution and promotion of visual content. For example, Tailwind can automatically generate hashtags for Instagram and publish images to multiple Pinterest boards at once. This allows sales and marketing teams to establish multichannel connections and reach a larger pool of prospects.
What’s more, Tailwind users have access to a range of useful features including: content calendars, post-performance analytics, and social measurement for monitoring how specific content impacted sales, engagement, and so on.
9. Best content automation tool for short-form content: Wordsmith
Wordsmith is a content production software that has proven to be a great accompaniment to a number of sales processes. The Wordsmith platform makes it easy to produce millions of personalized reports and articles in the time it would normally take to compose one, all without sacrificing the quality of said content.
That’s because this software can automatically convert data into compelling narratives that will captivate – and hopefully convert – prospective customers. Wordsmith’s innovative system needs just a few details to develop a concise summary for product descriptions, client updates, email composition and more. Insights from Wordsmith can be used to achieve greater sales excellence, since they can influence and inform your ongoing customer relationships.
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4 features to look for when selecting an automation tool
While autonomic systems, generative AI and total experience are all technology trends to keep an eye on, there are other features to pay attention to when looking for the right automation tool for your sales team. Among the most important attributes of content automation software are its ability to integrate with existing systems and its seamless functionality (even when offline).
Easily integrates with existing systems
Few things are more frustrating than adopting a new software only to realize it doesn’t integrate with the existing systems you have come to rely on. In addition to wasting time and money, this situation also counters your team’s productivity. That’s why it’s so important to look for content automation tools that can connect with your current tech stack (like your CRM, for one). This way, you can easily select relevant content or actions to meet each unique selling moment.
Content adapts in real time
The reality is, content automation tools that don’t operate in real time cannot be trusted to provide the most accurate or up-to-date information. So, when choosing automation software for your own business, be sure to look for a tool that supports on-the-go content adjustments. With this kind of adaptability, your presentations can flow right along with fluctuations in consumer behavior, and you can deliver truly dynamic content that’s designed to surprise and delight.
Personalized content at scale
The value of personalized content can’t be stressed enough; in fact, McKinsey reports 76% of consumers grow frustrated when brands and businesses don’t offer personalized experiences. For that reason, delivering audience-specific content is non-negotiable for your content automation software. The best content automation tools go so far as to connect multiple data sources to generate original copy that’s tailored to a definitive audience or customer segment.
Seamless functionality, even offline
A quality automation platform is one that offers seamless functionality, meaning it’s easy to navigate and allows you to locate relevant data and details almost instantly. But on top of that, the leading content automation software also has offline capabilities. This means there is zero lag time (like waiting for content updates) because everything happens automatically. It’s safe to say that it’s this type of system that creates the smoothest, most streamlined user experience possible.
Content automation tools FAQs
How do I automate my content?
Automating your content will require the help of innovative content automation software. Today’s leading automation tools can track and measure the impact of your sales content, so you know where you’re making money and/or where you need to readjust. In addition, automation software can streamline workflows and open up more time for customer engagement.
What’s the best content automation tool?
The best content automation tools are those that can easily integrate with your existing tech stack, as well as deliver personalized content at scale as needed. Advanced content automation software, like Pitcher, also has the ability to ensure compliant delivery, distribute content from multiple sources, and generate real-time insights based on content performance.
Why should I automate my content?
Implementing content automation can benefit your sales organization in a variety of ways. On top of improving communication among colleagues and customers, automation also enhances workflows to then boost team productivity. Moreover, by automating your sales content, you can save a significant amount of time which can then be devoted to your client relationships.
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