Content Marketing Hacks 50+ best practices that will double your engagement & conversion rates Matt Heinz President, Heinz Marketing Inc @HeinzMarketing @HeinzMarketing • #CMWorld Housekeeping ① ② Copy of this deck Other freebies! ① ② ③ ③ Secrets to Successful Content Marketing Modern Marketing Field Guide Successful Social Selling Bring me a business card and I’ll send them all @HeinzMarketing • #CMWorld I’m not just the president… @HeinzMarketing • #CMWorld One framework to rule them all! Industry Target Company Buyer’s Journey Insights Focus Areas Attention/Engagement Context Internal Input Source External Mobilize Convert SME Crowd-Sourced Created Content Type Written Content Format Blog Video Curated Audio Social PresentationLive/Recorded Third Party Site Email Lists Social Distribute Measure & Convert Educate Believe/Commit To Me Editorial Calendar Planning Topics Amplify Believe/Commit Engage Objective Publish Persona Social Shares Engagements Offline Influencers Influencers Influencers Employees/Customers Clicks Leads Opportunity Conversion @HeinzMarketing • #CMWorld Key Areas of Focus ① ② ③ ④ ⑤ ⑥ Planning Creation Publication Distribution & Amplification Conversion Measurement @HeinzMarketing • #CMWorld Planning @HeinzMarketing • #CMWorld Personas @HeinzMarketing • #CMWorld This doesn’t write checks! @HeinzMarketing • #CMWorld Map personas to the buyer’s journey Category Persona Stage - Attention Stage - Loosen the status quo Stage - Commit to change Pharma Providers Payers @HeinzMarketing • #CMWorld Only two sales stages matter… @HeinzMarketing • #CMWorld Serial Content @HeinzMarketing • #CMWorld Guest Posts @HeinzMarketing • #CMWorld Crowd Sourcing @HeinzMarketing • #CMWorld Publication @HeinzMarketing • #CMWorld Publishing best practices Sidebar best practices Related offers Related content Social sharing Floating Social Dlvr.it Comments Disqus Ask for comments @HeinzMarketing • #CMWorld Distribution @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… @HeinzMarketing • #CMWorld Long tail best practices Repurposing Re-edit old posts with new keywords Tools TweetOldPost LinkedIn Publishing Search Seasonal surfacing @HeinzMarketing • #CMWorld Conversion @HeinzMarketing • #CMWorld Conversion best practices Embedded links Relevancy to the buying stage In-asset offers (Docalytics) Newsletter pop-ups @HeinzMarketing • #CMWorld Conversion best practices Which metrics really matter? Leading vs lagging indicators Integrated systems tracking post-click conversion Long-tail tracking impact (in isolation & across campaigns) Don’t take inactives too seriously @HeinzMarketing • #CMWorld Offer Redux… @HeinzMarketing • #CMWorld Matt Heinz President Heinz Marketing Inc matt@heinzmarketing.com @HeinzMarketing • #CMWorld [...]... @HeinzMarketing • #CMWorld Format cheats 1 2 3 Quality content Great stories 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 3 Publication @HeinzMarketing • #CMWorld Publishing best practices 1 2 3 Sidebar best practices. ..Capture tools @HeinzMarketing • #CMWorld Brainstorm strategies @HeinzMarketing • #CMWorld Content Wall @HeinzMarketing • #CMWorld Virtual Content Wall @HeinzMarketing • #CMWorld Virtual Content Wall @HeinzMarketing • #CMWorld Asana @HeinzMarketing • #CMWorld Other planning best practices 1 2 3 4 5 6 7 Campaigns vs programs vs “sends” Know the objective (content is the drill, what... Related content Social sharing 1 2 Floating Social Dlvr.it Comments 1 2 Disqus Ask for comments @HeinzMarketing • #CMWorld 4 Distribution @HeinzMarketing • #CMWorld Distribution best practices 1 2 3 4 5 6 Dlvr.it GaggleAMP Triberr Influencers Hashtags Link from old, popular posts @HeinzMarketing • #CMWorld Influencer engagement best practices 1 2 3 4 5 6 7 Build good lists (Little Bird) Give to get... Break! @HeinzMarketing • #CMWorld Meme Break! @HeinzMarketing • #CMWorld Content creation best practices 1 2 3 4 5 6 7 Topics & outlines 1 Offline brainstorming (how & when) Have a documented production checklist Have a documented quality assurance process Require at least three headline options in your creative brief Require a creative brief (!) Coordinate with other groups – sales, customer service,... hole??) What is the customer point of view? What stage of the buyer’s journey are you addressing? What is the customer context (i.e how and when will the content be received?) What is the right format? How will content integrate with other channels or outreach efforts? @HeinzMarketing • #CMWorld 2 Creation @HeinzMarketing • #CMWorld Meme Break! @HeinzMarketing • #CMWorld Meme Break! @HeinzMarketing • #CMWorld... a pipeline mentality Build relationships Be patient Reciprocate & participate Measure @HeinzMarketing • #CMWorld 5 Long Tail… @HeinzMarketing • #CMWorld Long tail best practices 1 2 3 4 Repurposing Re-edit old posts with new keywords Tools 1 2 3 TweetOldPost LinkedIn Publishing Search Seasonal surfacing @HeinzMarketing • #CMWorld