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How can RPA improve content management?

Many vendors use RPA to complete various content management tasks including Grammarly, BuzzBuilder Pro and Mailchimp. Learn how you can use RPA to enhance your automated processes.

Robotic process automation is removing monotony from business processes while saving money and improving efficiency. It also frees up employees up for more complex tasks.

In content management, automation is likewise becoming a go-to -- simplifying the curation of quality content and streamlining processes to align the right content with the right consumer.

So how does RPA improve content management? Here are some examples:

Content quality assurance. Content connects brands to customers -- if the content is trustworthy, customers usually deem the brand trustworthy. And nothing makes content untrustworthy faster than poor quality, which can include bad spelling and erroneous grammar. It's a simple matter to automate the proofreading of content before it goes live with tools such as Grammarly.

Content marketing. The list of tasks associated with effective content marketing is long, and most of them can be easily automated. This automation is built into CRM systems, but such tasks can also be piecemealed at minimal costs. Two of the most tedious tasks are email marketing, which involves relentless address list-building, and social media sharing. BuzzBuilder Pro can automate list-building, while Mailchimp can automate email messaging. Promoting content on social media -- tedious because it involves multiple platforms -- can be automated with tools such as Zapier, which centralizes content distribution to all the major platforms. 

RPA chart

Content curation. Another way that RPA improves content management is through content curation -- a technique for cultivating content by surfacing, collecting and presenting pieces already available to attract customers. All three of these processes can be automated. Scoop.it is one of a number of tools that can discover content based on a given topic. 

Content monitoring. It's increasingly important -- and correspondingly an active task of CRM -- to gather and evaluate audience reaction to content to score its effectiveness and improve/decommission it accordingly. Keeping tabs on consumer response is now mission-critical, and this, too, can be automated. A good tool for this task is Mention, which tracks instances of brand reference.

This was last published in June 2019

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