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@TwitterHandle • #CMWorld
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 Marketing • #CMWorld
@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
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 • #CMWorld
@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
I am serious about the bacon…
@ HeinzMarketing • #CMWorld
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld
Everything the light touches…
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld
My content story…
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld
What is content?
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld
My most powerful content marketing of 2015
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld
Rich stories with long shelf life…
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld
#farmlife
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld
Great content is emotive
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld
One slide to rule them all
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld
Is this the modern funnel?
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld
Only two sales stages matter
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld
Only two sales stages matter
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld
The buyer’s journey
@TwitterHandle • #CMWorld@ 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 • #CMWorld@ HeinzMarketing • #CMWorld
Planning fundamentals
① Buying committee members
② Personas
③ Buyer’s journey
④ Format preferences
⑤ Internal “buying committee”
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld
Expectation setting
① Resources
② Tools
③ Budget
④ Roadmap & ramp timeline
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld
Measurement expectations
① The right metrics
② Can you buy a beer with it?
③ Operational vs Executive dashboards
④ External impact
⑤ Profit center vs cost center mentality
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld
Great content is…
① Targeted
② Contextual
③ Evocative
④ Integrated
⑤ Measured
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld
Execution
① Format types
② Sales integration/leverage
③ Shelf life strategy
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld
Personalized video (easier than you think…)
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld
Interactive content…
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld
Response
① What’s next?
② Are three steps faster than one?
@HeinzMarketing • #CMWorld
Format cheats
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 press
6. Conferences, panels & Webinars
7. Twitter hashtags
8. LinkedIn Answers
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
1. Dlvr.it
2. GaggleAMP
3. Triberr
4. Influencers
5. Hashtags
6. Link from old, popular posts
@HeinzMarketing • #CMWorld
Influencer engagement best practices
1. Build good lists (Little Bird)
2. Give to get
3. Have a pipeline mentality
4. Build relationships
5. Be patient
6. Reciprocate & participate
7. 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
Repurposing
@HeinzMarketing • #CMWorld
Getting sales to use your content
1. How does it help them make money?
2. Get sales leadership to buy-in first
3. Show examples of how it works
4. Teach, train, launch, reinforce, measure &
celebrate
5. Create systems that make it easy
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld
1. Project Lists
2. Task Lists, Organization & Filtering
3. Email Management
4. Note Taking, Triage & Filing
5. Time Management
6. Idea Capture
7. Automation & Reminder Tools
The Seven Productivity Habits
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld
Project Lists
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld
Task Management
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld
Email Management
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld
Note Taking, Triage & Filing
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld
Time Management
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld
Idea Capture
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld
Automation & Reminder Tools
@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
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 • #CMWorld
@HeinzMarketing • #CMWorld
Matt Heinz
President
Heinz Marketing Inc
matt@heinzmarketing.com
@heinzmarketing
@HeinzMarketing • #CMWorld

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50 Essential Content Marketing Hacks (Content Marketing World)

Notas do Editor

  1. I have three: Active, Delegated & Someday Weekly review process Add and forget (until Sunday) (print a copy for show-and-tell tomorrow) Smartsheet for groups @WaitingFor folder Contactually Projects – Delegated folder
  2. Sort by context Use dates unless it’s not deadline-driven “One of Five” Use tools to make it available everywhere Make the “anywhere” tasks truly anywhere (folder for plane time) “free” calendar reminders
  3. Inbox Zero is a myth Folders aplenty @ folders Two minute rule One read rule (if you can’t follow it, don’t check your email) 24 hour rule
  4. (take copy of notepad for show and tell) Pen and paper always (Evernote for conferences sometimes) Transfer the checkboxes Scan and archive the notes
  5. Block time Nights off Always have something to do with you Meetings – have an agenda, start on time, question recurring meetings, huddles instead
  6. Pen and paper Moleskine AquaNotes Dragon Dictation Dial2Do
  7. Smartsheet Daily Do List Social tools – Hootsuite, Buffer Contactually LinkedIn Contacts