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 HeinzPresident, Heinz Marketing Inc@HeinzMarketing

@Heinz Marketing • #CMWorld

@TwitterHandle • #CMWorld

AGENDA

@TwitterHandle • #CMWorld

HousekeepingCopy 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 members② Personas③ Buyer’s journey④ Format preferences⑤ Internal “buying committee”

@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld

Expectation setting

① Resources② Tools③ Budget④ Roadmap & ramp timeline

@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld

Measurement expectations

① The right metrics② Can you buy a beer with it?③ Operational vs Executive dashboards④ External impact⑤ Profit center vs cost center mentality

@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld

Great content is…

① Targeted② Contextual③ Evocative④ Integrated⑤ Measured

@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld

Execution

① Format types② Sales integration/leverage③ 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 content2. Great stories3. 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 inspiration1. Customer questions2. Stuff you read3. People you disagree with4. Your customer-facing teams5. Trade press6. Conferences, panels & Webinars7. Twitter hashtags8. LinkedIn Answers9. The news10. Things you see that are dumb

@HeinzMarketing • #CMWorld

5 common content marketing mistakes1. Not having a plan up front2. Writing for the company instead of the customer3. Not encouraging and participating in two-way

communication4. Not promoting, aggregating and curating great

content from others5. Only producing written content

@HeinzMarketing • #CMWorld

Distribution best practices1. Dlvr.it2. GaggleAMP3. Triberr4. Influencers5. Hashtags6. Link from old, popular posts

@HeinzMarketing • #CMWorld

Influencer engagement best practices1. Build good lists (Little Bird)2. Give to get3. Have a pipeline mentality4. Build relationships5. Be patient6. Reciprocate & participate7. Measure

@HeinzMarketing • #CMWorld

Long tail best practices1. Repurposing2. Re-edit old posts with new keywords3. Tools

• TweetOldPost• LinkedIn Publishing• Search

4. Seasonal surfacing

@HeinzMarketing • #CMWorld

Repurposing

@HeinzMarketing • #CMWorld

Getting sales to use your content1. How does it help them make money?2. Get sales leadership to buy-in first3. Show examples of how it works4. Teach, train, launch, reinforce, measure &

celebrate5. Create systems that make it easy

@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld

1. Project Lists2. Task Lists, Organization & Filtering3. Email Management4. Note Taking, Triage & Filing5. Time Management6. Idea Capture7. 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

HousekeepingCopy 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 HeinzPresidentHeinz Marketing Incmatt@heinzmarketing.com@heinzmarketing

@HeinzMarketing • #CMWorld