Automation is changing how marketers do their jobs. It’s projected that the marketing automation market will reach $13.71 billion by 2030. Right now, 76% of companies are already using it. This shows that automation isn’t just a nice-to-have anymore — it’s a must. But here’s the thing: not all automation tools are created equal. Some are great in theory but get too complicated when you’re trying to actually, you know, use them.
The fact is, only 10% of customer journeys are fully automated, which means there’s a lot of room for growth. Whether you’re trying to send personalized emails, push content across multiple channels, or create real-time in-app experiences, the right tool can make all the difference.
Zapier: the old reliable — but does it still stack up?
When you think of automation, platforms like Zapier, Workato, and Albato are usually the first names that come up. And for good reason. These tools can connect nearly any app to any other, and that flexibility is a lifesaver when you're managing multiple content channels.
While not built specifically for content delivery, automation platforms are great for distributing content across platforms. You can set up workflows to automatically share blog posts on social media, send out updates to subscribers, or notify your team about new content through Slack.
These platforms allow you to build custom workflows that can automate pretty much any repetitive task. Their flexibility and wide range of integrations are perfect for those who want a "set it and forget it" solution.
Pain points solved
One of the biggest advantages of automation platforms is their broad compatibility. If you're using several different tools and platforms, chances are you can connect them, automating tedious tasks and helping you focus on higher-level strategy.
Downsides
While Zapier, one of the most popular solutions, offers a vast range of integrations, it comes with some notable drawbacks. Its pricing can get steep as your needs grow, especially if you're looking for more advanced workflows. Plus, many users are frustrated with the limits on tasks, meaning the more automations you set up, the more expensive it gets.
If you also want to automate outreach, check out our article about 15 best tools for outreach.
Tip:
If your team wants to manage content distribution without stressing over task limits or scaling costs, Albato could be a good option. While it doesn't have as many integrations as Zapier yet, it supports most of the key apps and is expanding. Plus, Albato offers simple pricing that doesn't charge per task, giving marketers more flexibility as they scale their automations.
Buffer: content scheduling on autopilot
For marketers managing social media content, Buffer is still a popular choice. It’s simple to use and has an easy-to-understand interface, which makes posting on platforms like Instagram, Twitter, and LinkedIn a breeze.
Pain points solved
To stay relevant on social media, you need to post regularly. Buffer makes this easier by automating your posts on different platforms. You won’t have to worry about posting manually. This is especially helpful for small teams managing multiple channels. Buffer keeps everything on schedule.
Downsides
- High pricing. Buffer’s higher-tier plans can be expensive for what you get, especially considering the lack of advanced features.
- Limited features. Buffer doesn’t offer advanced analytics, team collaboration features, or in-depth social listening tools.
- Instagram limitations. Its Instagram support, particularly for Stories and advanced functionalities, is lacking.
Buffer is a good choice if you need a simple tool for scheduling content. It’s easy to use and straightforward. But if your team needs more advanced features or detailed analytics, Buffer might not have everything you’re looking for.
InAppStory: real-time engagement meets seamless delivery
For mobile-first businesses, InAppStory is a unique tool designed specifically to enhance user engagement through in-app content. Whether it’s onboarding, promotions, or interactive stories, InAppStory empowers brands to deliver personalized, visually dynamic content directly within their apps.
Pain points solved
InAppStory goes beyond simple content delivery by focusing on user engagement and retention. It provides a range of tools like full-screen stories, gamification, and dynamic widgets, all designed to enhance how users interact with your app. With zero-party data collection, you can learn more about your users’ preferences and behaviors without invading their privacy. Plus, its no-code platform means teams can create and update content not relying on developers, reducing the time-to-market significantly.
Downsides
InAppStory is very app-focused. If your business isn’t centered around a mobile-first strategy, this might feel limiting. Some users have also mentioned that it takes time to get familiar with all the features, especially for more complex interactions like gamification. But for businesses that are mobile-first and want to boost in-app engagement, it’s a tool you can’t go without.
HubSpot: the all-in-one powerhouse
Hubspot is often seen as the go-to for marketing automation — and for good reason. It’s an all-in-one platform that can handle email marketing, lead nurturing, social scheduling, and much more.
Pain points solved
It centralizes everything, making life easier for marketers. You can automate the entire customer journey, from their first interaction to becoming a customer and even beyond. The built-in analytics are another big advantage, helping you track your campaign performance.
Downsides
It’s expensive. For small businesses or startups, the price can be a barrier. But if you’re committed to content automation and have the budget, HubSpot is worth the investment.
Summing up
Picking the right tool for automating content in 2024 depends on what you need. If you're looking for a reliable tool, try Albato.
Albato helps automate content delivery by integrating various apps and platforms, enabling seamless scheduling, publishing, and distribution of content across multiple channels. With automated workflows, businesses can streamline content updates, social media posts, and email campaigns, reducing manual effort and improving efficiency. This ensures timely and consistent content delivery to the right audience.
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