50 Essential Content Marketing Hacks (Content Marketing World)

@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

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 • #CMWorld

AGENDA
I am serious about the bacon…
@ HeinzMarketing • #CMWorld

@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld
Everything the light touches…

My content story…

What is content?

My most powerful content marketing of 2015

Rich stories with long shelf life…

#farmlife

Great content is emotive

One slide to rule them all

Is this the modern funnel?

Only two sales stages matter

The buyer’s journey

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

Planning fundamentals
① Buying committee members
② Personas
③ Buyer’s journey
④ Format preferences
⑤ Internal “buying committee”

Expectation setting
① Resources
② Tools
③ Budget
④ Roadmap & ramp timeline

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

Great content is…
① Targeted
② Contextual
③ Evocative
④ Integrated
⑤ Measured

Execution
① Format types
② Sales integration/leverage
③ Shelf life strategy

Personalized video (easier than you think…)

Interactive content…

Response
① What’s next?
② Are three steps faster than one?

Format cheats
1. Quality content
2. Great stories
3. Less time!

The Q&A

The Link Blog

Serial Content

Guest Posts

Crowd
Sourcing

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

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

Distribution best practices
1. Dlvr.it
2. GaggleAMP
3. Triberr
4. Influencers
5. Hashtags
6. Link from old, popular posts

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

Long tail best practices
1. Repurposing
2. Re-edit old posts with new keywords
3. Tools
• TweetOldPost
• LinkedIn Publishing
• Search
4. Seasonal surfacing

Repurposing

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

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

Project Lists

Task Management

Email Management

Note Taking, Triage & Filing

Time Management

Idea Capture

Automation & Reminder Tools

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

Matt Heinz
President
Heinz Marketing Inc
matt@heinzmarketing.com
@heinzmarketing

50 Essential Content Marketing Hacks (Content Marketing World)

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