50 essential content marketing hacks (content marketing world)

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 @TwitterHandle 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 @TwitterHandle • #CMWorld IAGENDA am serious about the bacon… @ @TwitterHandle HeinzMarketing • #CMWorld Everything the light touches… @@TwitterHandle HeinzMarketing • #CMWorld My content story… @@TwitterHandle HeinzMarketing • #CMWorld What is content? @@TwitterHandle HeinzMarketing • #CMWorld My most powerful content marketing of 2015 @@TwitterHandle HeinzMarketing • #CMWorld Rich stories with long shelf life… @@TwitterHandle HeinzMarketing • #CMWorld #farmlife @@TwitterHandle HeinzMarketing • #CMWorld Great content is emotive @@TwitterHandle 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 best practices Repurposing Re-edit old posts with new keywords Tools • TweetOldPost • LinkedIn Publishing • Search Seasonal surfacing @HeinzMarketing • #CMWorld Repurposing @HeinzMarketing • #CMWorld Getting sales to use your content How does it help them make money? Get sales leadership to buy-in first Show examples of how it works Teach, train, launch, reinforce, measure & celebrate Create systems that make it easy @HeinzMarketing • #CMWorld The Seven Productivity Habits Project Lists Task Lists, Organization & Filtering Email Management Note Taking, Triage & Filing Time Management Idea Capture Automation & Reminder Tools @@TwitterHandle HeinzMarketing • #CMWorld Project Lists @@TwitterHandle HeinzMarketing • #CMWorld Task Management @@TwitterHandle HeinzMarketing • #CMWorld Email Management @@TwitterHandle HeinzMarketing • #CMWorld Note Taking, Triage & Filing @@TwitterHandle HeinzMarketing • #CMWorld Time Management @@TwitterHandle HeinzMarketing • #CMWorld Idea Capture @@TwitterHandle HeinzMarketing • #CMWorld Automation & Reminder Tools @@TwitterHandle HeinzMarketing • #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 send email to matt@heinzmarketing.com) noting what you want @HeinzMarketing @TwitterHandle • #CMWorld Matt Heinz President Heinz Marketing Inc matt@heinzmarketing.com @heinzmarketing @HeinzMarketing @HeinzMarketing • #CMWorld [...]... @@TwitterHandle HeinzMarketing • #CMWorld Personalized video (easier than you think…) @@TwitterHandle HeinzMarketing • #CMWorld Interactive content @@TwitterHandle HeinzMarketing • #CMWorld Response ● ● What’s next? Are three steps faster than one? @@TwitterHandle HeinzMarketing • #CMWorld Format cheats 1.Quality content 2.Great stories 3.Less time! @HeinzMarketing • #CMWorld The Q&A @HeinzMarketing • #CMWorld... HeinzMarketing • #CMWorld Is this the modern funnel? @@TwitterHandle HeinzMarketing • #CMWorld Only two sales stages matter @@TwitterHandle HeinzMarketing • #CMWorld Only two sales stages matter @@TwitterHandle HeinzMarketing • #CMWorld The buyer’s journey @@TwitterHandle 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 HeinzMarketing • #CMWorld Planning fundamentals ● ● ● ● ● Buying committee members Personas Buyer’s journey Format preferences Internal “buying committee” @@TwitterHandle HeinzMarketing • #CMWorld Expectation setting... 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... 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... ramp timeline @@TwitterHandle HeinzMarketing • #CMWorld Measurement expectations ● ● ● ● ● The right metrics Can you buy a beer with it? Operational vs Executive dashboards External impact Profit center vs cost center mentality @@TwitterHandle HeinzMarketing • #CMWorld Great content is… ● ● ● ● ● Targeted Contextual Evocative Integrated Measured @@TwitterHandle HeinzMarketing • #CMWorld Execution ● ●... @HeinzMarketing • #CMWorld Influencer engagement best practices 1 2 3 4 5 6 7 Build good lists (Little Bird) Give to get Have a pipeline mentality Build relationships Be patient Reciprocate & participate 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 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