50 Essential Content Marketing Hacks New tools, tricks, shortcuts, best practices and more to convert readers into customers Matt Heinz President, Heinz Marketing Inc @HeinzMarketing @Heinz @TwitterHandle Marketing • #CMWorld AGENDA Housekeeping Copy of this deck FREEBIES: • Full Funnel Marketing (my new book) • Last year’s Content Marketing Hacks preso • My award-winning* bacon recipe Just bring me a business card or note what you want via matt@heinzmarketing.com @HeinzMarketing @TwitterHandle • #CMWorld IAGENDA am serious about the bacon… @ @TwitterHandle HeinzMarketing • #CMWorld Everything the light touches… @@TwitterHandle HeinzMarketing • #CMWorld My content story… @@TwitterHandle HeinzMarketing • #CMWorld What is content? @@TwitterHandle HeinzMarketing • #CMWorld My most powerful content marketing of 2015 @@TwitterHandle HeinzMarketing • #CMWorld Rich stories with long shelf life… @@TwitterHandle HeinzMarketing • #CMWorld #farmlife @@TwitterHandle HeinzMarketing • #CMWorld Great content is emotive @@TwitterHandle HeinzMarketing • #CMWorld Distribution best practices Dlvr.it GaggleAMP Triberr Influencers Hashtags Link from old, popular posts @HeinzMarketing • #CMWorld Influencer engagement best practices Build good lists (Little Bird) Give to get Have a pipeline mentality Build relationships Be patient Reciprocate & participate Measure @HeinzMarketing • #CMWorld Long tail best practices Repurposing Re-edit old posts with new keywords Tools • TweetOldPost • LinkedIn Publishing • Search Seasonal surfacing @HeinzMarketing • #CMWorld Repurposing @HeinzMarketing • #CMWorld Getting sales to use your content How does it help them make money? Get sales leadership to buy-in first Show examples of how it works Teach, train, launch, reinforce, measure & celebrate Create systems that make it easy @HeinzMarketing • #CMWorld The Seven Productivity Habits Project Lists Task Lists, Organization & Filtering Email Management Note Taking, Triage & Filing Time Management Idea Capture Automation & Reminder Tools @@TwitterHandle HeinzMarketing • #CMWorld Project Lists @@TwitterHandle HeinzMarketing • #CMWorld Task Management @@TwitterHandle HeinzMarketing • #CMWorld Email Management @@TwitterHandle HeinzMarketing • #CMWorld Note Taking, Triage & Filing @@TwitterHandle HeinzMarketing • #CMWorld Time Management @@TwitterHandle HeinzMarketing • #CMWorld Idea Capture @@TwitterHandle HeinzMarketing • #CMWorld Automation & Reminder Tools @@TwitterHandle HeinzMarketing • #CMWorld AGENDA Housekeeping Copy of this deck FREEBIES: • Full Funnel Marketing (my new book) • Last year’s Content Marketing Hacks preso • My award-winning* bacon recipe Just bring me a business card (or send email to matt@heinzmarketing.com) noting what you want @HeinzMarketing @TwitterHandle • #CMWorld Matt Heinz President Heinz Marketing Inc matt@heinzmarketing.com @heinzmarketing @HeinzMarketing @HeinzMarketing • #CMWorld [...]... @@TwitterHandle HeinzMarketing • #CMWorld Personalized video (easier than you think…) @@TwitterHandle HeinzMarketing • #CMWorld Interactive content @@TwitterHandle HeinzMarketing • #CMWorld Response ● ● What’s next? Are three steps faster than one? @@TwitterHandle HeinzMarketing • #CMWorld Format cheats 1.Quality content 2.Great stories 3.Less time! @HeinzMarketing • #CMWorld The Q&A @HeinzMarketing • #CMWorld... HeinzMarketing • #CMWorld Is this the modern funnel? @@TwitterHandle HeinzMarketing • #CMWorld Only two sales stages matter @@TwitterHandle HeinzMarketing • #CMWorld Only two sales stages matter @@TwitterHandle HeinzMarketing • #CMWorld The buyer’s journey @@TwitterHandle HeinzMarketing • #CMWorld A widening gap between investment & ROI According to CEB: • • • • 45% of B2B marketing budgets go to content. .. 84% of marketers expect to increase content spend Only 45% of marketers think content marketing is working 66% of marketers can’t connect content metrics & business metrics @@TwitterHandle HeinzMarketing • #CMWorld Planning fundamentals ● ● ● ● ● Buying committee members Personas Buyer’s journey Format preferences Internal “buying committee” @@TwitterHandle HeinzMarketing • #CMWorld Expectation setting... 1.Quality content 2.Great stories 3.Less time! @HeinzMarketing • #CMWorld The Q&A @HeinzMarketing • #CMWorld The Link Blog @HeinzMarketing • #CMWorld Serial Content @HeinzMarketing • #CMWorld Guest Posts @HeinzMarketing • #CMWorld Crowd Sourcing @HeinzMarketing • #CMWorld 10 sources of content inspiration 1 Customer questions 2 Stuff you read 3 People you disagree with 4 Your customer-facing teams 5 Trade... 9 The news 10 Things you see that are dumb @HeinzMarketing • #CMWorld 5 common content marketing mistakes 1 Not having a plan up front 2 Writing for the company instead of the customer 3 Not encouraging and participating in two-way communication 4 Not promoting, aggregating and curating great content from others 5 Only producing written content @HeinzMarketing • #CMWorld Distribution best practices... ramp timeline @@TwitterHandle HeinzMarketing • #CMWorld Measurement expectations ● ● ● ● ● The right metrics Can you buy a beer with it? Operational vs Executive dashboards External impact Profit center vs cost center mentality @@TwitterHandle HeinzMarketing • #CMWorld Great content is… ● ● ● ● ● Targeted Contextual Evocative Integrated Measured @@TwitterHandle HeinzMarketing • #CMWorld Execution ● ●... @HeinzMarketing • #CMWorld Influencer engagement best practices 1 2 3 4 5 6 7 Build good lists (Little Bird) Give to get Have a pipeline mentality Build relationships Be patient Reciprocate & participate Measure @HeinzMarketing • #CMWorld Long tail best practices 1 Repurposing 2 Re-edit old posts with new keywords 3 Tools • TweetOldPost • LinkedIn Publishing • Search 4 Seasonal surfacing @HeinzMarketing... #CMWorld Long tail best practices 1 Repurposing 2 Re-edit old posts with new keywords 3 Tools • TweetOldPost • LinkedIn Publishing • Search 4 Seasonal surfacing @HeinzMarketing • #CMWorld Repurposing @HeinzMarketing • #CMWorld