H2 2023: Using Content and Marketing Automation to Drive Effective Engagement

Digital has taken content to another level and technology is enabling marketers to reach customers in the right moment, on the right channel, and with the right messaging, at scale. Content marketing and marketing automation can work effectively together to drive efficient, cohesive and effective engagement.

This 60-minute session will draw on insights from Econsultancy research and will cover:

Creating standout content, selecting the right format and models and frameworks to support an effective strategy.
The role and benefits of marketing automation in the wider marketing strategy, with key use cases.
The steps to implementing marketing automation, including data considerations and how content is organised.
How AI is impacting content creation and the opportunities for AI and machine learning to improve marketing automation and allow for deeper personalisation.

Best Practice Customer Experience

Marketing Automation Best Practice Guide

This best practice guide discusses the key benefits of marketing automation and provides advice on strategy and implementation. It covers the opportunities marketing automation offers businesses today, as well as what the future might hold.

Best Practice Content Strategy

Content Marketing Best Practice Guide

Content plays a vital part in any brand’s marketing strategy, supporting business objectives at every stage of the purchase funnel. This report provides best practice guidance on building an effective content marketing strategy to enable brands to engage audiences in creative ways that promote authenticity and trust.

Best Practice AI/Machine learning

AI, Machine Learning and Predictive Analytics Best Practice Guide

A best practice guide for marketers looking to understand how to leverage AI, machine learning and predictive analytics to derive value from their data and gain a competitive edge.

Best Practice Privacy and data protection

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Best Practice Data and Analytics

Data-driven Marketing Best Practice Guide

A best practice guide providing marketers with a pragmatic guide to data-driven marketing, covering the essential areas and setting out key strategies, methods and guidance that can support best-in-class execution.

Best Practice Attribution

Measuring Digital Marketing Effectiveness Best Practice Guide

A best practice guide examining the challenges that will arise due to the technical and regulatory changes to the way marketers can measure digital marketing effectiveness, and looking at how marketers can overcome them.