According to Adobe, marketing automation effectively drives a 14.5% increase in sales productivity, while also reducing marketing overhead by 12.2%. The study also indicates that 77% of chief marketing executives at top-performing companies listed revenue growth as their main motivation for automation.

Whether you already have a content marketing strategy in place or are looking for opportunities to build your audience from the get-go, automation can indeed prove useful for your goals, both worldwide and locally.

Here are five important aspects of how automation can help your marketing and sales departments become more profitable as a result of streamlined production and publishing processes: 

1. Multichannel content delivery

When it comes to content marketing, the choice of channels for your campaigns can make or break your profit margins. Whether it's social media platforms, email, messenger apps or other channels, delivering your content to the right ones for your audience to see is a must.

Marketing automation can allow you to efficiently focus on content creation, while delegating the delivery mechanism to the automation platform of your choosing. Combined with writing platforms such as Top Essay Writing and Evernote, multichannel (or even omnichannel) content delivery will ensure that you generate as much traffic and as many leads as possible at any given moment.

2. Reduced production downtime

In order for your content to generate traffic and leads effectively, it should be relevant, original and shareable above everything else. Melissa Wright, head of content department at Be Graded, says, "Putting yourself in the shoes of your readers and clients is a must when it comes to successful digital content marketing."

"Failing to meet their expectations from your brand will quickly result in reduced traffic and profitability on your business' part. Create content you'd personally read and share and the audience will follow," adds Wright.

Striking the perfect balance of good SEO, efficient call to action and doing it on a deadline can be tricky even for seasoned marketing experts. However, automating your research, optimisation and publishing activities in and around content production itself can significantly reduce your production downtime and allow for a greater focus on the content itself.

3. Higher emphasis on creativity

Creativity is a difficult thing to pinpoint when it comes to online marketing, due to a number of reasons. Technical SEO via platforms such as Google Adwords and SEM Rush will always help your content rank higher in SERP no matter the competition.

However, utilising tools such as Grammarly, Classy Essay and Hemingway, alongside marketing automation, will allow you to get creative with the content types and formats you publish.

While standard blog posts and article pieces will always be welcome, you can also include video, audio, infographics and other interactive elements in your content strategy, while automation deals with publishing activities.

This will alleviate much of the stress that comes with manual content optimisation and publishing, facilitating a greater emphasis on creativity that will attract far more readers, clients, and traffic to your website.

4. Lowered staff upkeep

Whether you operate as a small business, a startup or a large international company, staff upkeep can eat into your profit margins considerably. This is especially true if you are in the process of organic growth and scaling your business to accommodate for higher market demands.

However, marketing automation, due to its plethora of autonomous research and content delivery systems, can make that a non-issue. You can safely delegate technical content marketing tasks to your automation platform without hiring additional employees or expanding your infrastructure at the fraction of what it would cost to do so.

5. Hands-on client servicing

The less time you have to spend publishing and handling your content due to automation, the more time you'll have for support and servicing. Once your leads have been converted into paying clients, they will expect a certain level of curation and assistance from you as a company.

Failing to provide adequate support to your leads will quickly deteriorate their goodwill and result in less generated profits as a result. Reduced content management and analysis times will allow your staff to spend more time servicing existing clients, which will grow your reputation as a pro-consumer business on the market.

While it may seem counterintuitive to automate important digital marketing processes in your company at first, the benefits of doing so far outweigh any initial concerns you might harbor.

Market analysis, scheduled publishing and precise audience targeting are only some of the ways in which automation can help your business be more profitable in the long run.

Find creative ways to introduce automation into your business model without disrupting existing workflow and you will undoubtedly experience positive change in regards to your profit margins and public image shortly after.

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