Tyler Ryll Customer SuccessSpecialist - Uberflip@TylerRyll

50+ CONTENT MARKETING HACKS THAT WILL DOUBLE YOUR ENGAGEMENT

& CONVERSION RATES

Matt Heinz PresidentHeinz Marketing Inc @heinzmarketing

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Questions? We’ve got answers!

(At the end of the webinar J)

WE WILL SEND THE RECORDING.

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Questions? We’ve got answers!

(At the end of the webinar J)

WE WILL SEND THE RECORDING.

JOIN IN ON

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STICK AROUND FOR A DEMO

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Matt Heinz Heinz Marketing

Street Cred:

•  15+ Years‘ marketing, business development and sales

experience from a variety of organizations & industries •  Consistently delivers measurable results with greater sales,

revenue growthproduct success and customer loyalty for the likes of Amazon, Seagate, Morgan Stanley, The Bill & Melinda Gates Foundation and many others to create predictable, repeatable sales & marketing engines to fuel growth.

•  Repeat winner of Top 50 Most Influential People in Sales Lead Management and Top 50 Sales &Marketing Influencers.

MEET THE EXPERT

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LET’S GET HACKING!

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I’m not just the president…

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KEY AREAS OF FOCUS

①  Planning ②  Creation ③  Publication ④  Distribution & Amplification ⑤  Conversion ⑥  Measurement

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1. PLANNING

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Personas

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This doesn’t write checks!

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Map personas to the buyer’s journey Category   Persona   Stage  0  -­‐  A1en2on   Stage  1  -­‐  Loosen  the  status  quo   Stage  2  -­‐  Commit  to  change  

Pharma  

                                                                               

Providers  

                                                                               

Payers  

                                                                               

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Only two sales stages matter….

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Capture tools

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Brainstorm strategies

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Content Wall

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Virtual Content Wall

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Virtual Content Wall

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Asana

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Other planning best practices 1.  Campaigns vs programs vs “sends”!2.  Know the objective (content is the drill, what is the hole??)!3.  What is the customer point of view?!4.  What stage of the buyer’s journey are you addressing?!5.  What is the customer context (i.e. how and when will the

content be received?)!6.  What is the right format?!7.  How will content integrate with other channels or outreach

efforts?!

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2. CREATION

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Content creation best practices

1.  Topics & outlines!•  Offline brainstorming (how & when)!

2.  Have a documented production checklist!3.  Have a documented quality assurance process!4.  Require at least three headline options in your creative brief!5.  Require a creative brief (!)!6.  Coordinate with other groups – sales, customer service, field?!7.  Discipline!

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

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The Q&A

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The Link Blog

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Serial Content

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Guest Posts

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Crowd Sourcing

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3. Publication

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Publishing best practices •  Sidebar best practices!

§  Related offers!§  Related content!

•  Social sharing!§  Floating Social!§  Dlvr.it!

•  Comments!§  Disqus!§  Ask for comments!

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4. Distribution

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Distribution best practices

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

!

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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!!

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5. Long Tail…

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Long tail best practices

1.  Repurposing!2.  Re-edit old posts with new keywords!3.  Tools!

1.  TweetOldPost!2.  LinkedIn Publishing!3.  Search!

4.  Seasonal surfacing!

!

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6. Conversion

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Conversion best practices

1.  Embedded links!2.  Relevancy to the buying stage!3.  In-asset offers (Docalytics)!4.  Newsletter pop-ups!

!

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1.  Which metrics really matter?!2.  Leading vs lagging indicators!3.  Integrated systems tracking post-click conversion!4.  Long-tail tracking impact (in isolation & across

campaigns)!5.  Don’t take inactives too seriously!

!

Conversion best practices

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RESOURCES

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QUESTION TIME!

hub.uberflip.com

Tyler Ryll Customer SuccessSpecialist - Uberflip@TylerRyll

Matt Heinz PresidentHeinz Marketing Inc @heinzmarketing

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