Eight signs your marketing content is being wasted, ignored, exploited or worse

8 Signs Your Marketing Content is Being Wasted, Ignored, Exploited Or Worse Matt Heinz President, Heinz Marketing Inc matt@heinzmarketing.com @heinzmarketing 9/9/2015 #KillerContentNPS One hour in one sentence “Sell the hole, not the drill” 9/9/2015 #KillerContentNPS What customers care about? 9/9/2015 #KillerContentNPS The buying progression Problem/ Pain 9/9/2015 Solution #KillerContentNPS Objective/ Outcome Marketing plan in questions What/who are your targets? What they care about? What outcome are they seeking? Where you find them? What or who influences them? How they want to engage and (eventually) buy? 9/9/2015 #KillerContentNPS Custom messages by role   Audience Drivers Pain Points Value Propositions (bullet points)  Vertical #1 CEO IT/CIO CFO CMO 9/9/2015 #KillerContentNPS Key Messages Map personas to the buyer’s journey Category Persona Stage 0 - Attention Stage 1 - Loosen the status quo Pharma Providers Payers 9/9/2015 #KillerContentNPS Stage 2 - Commit to change Three types of content 1.Proactive 2.Reactive 3.Participatory 9/9/2015 #KillerContentNPS Planning content Week Week Week Week Theme Theme Theme Theme 9/9/2015 #KillerContentNPS Editorial calendar example 9/9/2015 #KillerContentNPS The Q&A 9/9/2015 #KillerContentNPS The Link Blog 9/9/2015 #KillerContentNPS Serial Content 9/9/2015 #KillerContentNPS Guest Posts 9/9/2015 #KillerContentNPS Crowd Sourcing 9/9/2015 #KillerContentNPS 10 sources of content inspiration Customer questions Stuff you read People you disagree with Your customer-facing teams Trade press Conferences, panels & Webinars Twitter hashtags LinkedIn Answers The news 10 Things you see that are dumb 9/9/2015 #KillerContentNPS common content marketing mistakes Not having a plan up front Writing for the company instead of the customer Not encouraging and participating in two-way communication Not promoting, aggregating and curating great content from others Only producing written content 9/9/2015 #KillerContentNPS Distribution best practices Dlvr.it GaggleAMP Triberr Influencers Hashtags Link from old, popular posts 9/9/2015 #KillerContentNPS Influencer engagement best practices Build good lists (Little Bird) Give to get Have a pipeline mentality Build relationships Be patient Reciprocate & participate Measure 9/9/2015 #KillerContentNPS Long tail best practices Repurposing Re-edit old posts with new keywords Tools • TweetOldPost • LinkedIn Publishing • Search Seasonal surfacing 9/9/2015 #KillerContentNPS Repurposing 9/9/2015 #KillerContentNPS Conversion best practices Embedded links Relevancy to the buying stage In-asset offers (Docalytics) Newsletter pop-ups 9/9/2015 #KillerContentNPS Conversion best practices Which metrics really matter? Leading vs lagging indicators Integrated systems tracking post-click conversion Long-tail tracking impact (in isolation & across campaigns) Don’t take inactives too seriously 9/9/2015 #KillerContentNPS 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 9/9/2015 #KillerContentNPS Thank you! Matt Heinz @heinzmarketing matt@heinzmarketing.com 877-291-0006 9/9/2015 #KillerContentNPS [...]... practices 2 3 4 5 Know the objective (content is the drill, what is the hole??) What is the customer point of view? What stage of the buyer’s journey are you addressing? 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? 9/9/2015 #KillerContentNPS Content creation best practices 1... Offline brainstorming (how & when) Have a documented production checklist Have a documented quality assurance process Require at least three headline options in your creative brief Require a creative brief (!) Coordinate with other groups – sales, customer service, field? Discipline 9/9/2015 #KillerContentNPS Format cheats 1 Quality content 2 Great stories 3 Less time! 9/9/2015 #KillerContentNPS The... Less time! 9/9/2015 #KillerContentNPS The Q&A 9/9/2015 #KillerContentNPS The Link Blog 9/9/2015 #KillerContentNPS Serial Content 9/9/2015 #KillerContentNPS Guest Posts 9/9/2015 #KillerContentNPS Crowd Sourcing 9/9/2015 #KillerContentNPS 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... Things you see that are dumb 9/9/2015 #KillerContentNPS 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 9/9/2015 #KillerContentNPS Distribution best practices 1 Dlvr.it 2 3 4... seriously 9/9/2015 #KillerContentNPS Getting sales to use your content 1 2 3 4 5 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 9/9/2015 #KillerContentNPS Thank you! Matt Heinz @heinzmarketing matt@heinzmarketing.com 877-291-0006 9/9/2015 #KillerContentNPS ... #KillerContentNPS Influencer engagement best practices 1 Build good lists (Little Bird) 2 3 4 5 6 7 Give to get Have a pipeline mentality Build relationships Be patient Reciprocate & participate Measure 9/9/2015 #KillerContentNPS Long tail best practices 1 Repurposing 2 Re-edit old posts with new keywords 3 Tools • TweetOldPost • LinkedIn Publishing • Search 4 Seasonal surfacing 9/9/2015 #KillerContentNPS... #KillerContentNPS Repurposing 9/9/2015 #KillerContentNPS Conversion best practices 1 2 3 4 Embedded links Relevancy to the buying stage In-asset offers (Docalytics) Newsletter pop-ups 9/9/2015 #KillerContentNPS Conversion best practices 1 2 3 4 5 Which metrics really matter? Leading vs lagging indicators Integrated systems tracking post-click conversion Long-tail tracking impact (in isolation & across campaigns) Don’t