50 Essential Content Marketing Hacks (Content Marketing World)


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Preso deck from my talk @ the 2016 Content Marketing World, September 7, 2016 in Cleveland, Ohio

Published in: Business
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  • I have three: Active, Delegated & Someday
    Weekly review process
    Add and forget (until Sunday)
    (print a copy for show-and-tell tomorrow)
    Smartsheet for groups

    @WaitingFor folder
    Projects – Delegated folder
  • Sort by context
    Use dates unless it’s not deadline-driven
    “One of Five”
    Use tools to make it available everywhere
    Make the “anywhere” tasks truly anywhere (folder for plane time)
    “free” calendar reminders
  • Inbox Zero is a myth
    Folders aplenty
    @ folders
    Two minute rule
    One read rule (if you can’t follow it, don’t check your email)
    24 hour rule
  • (take copy of notepad for show and tell)
    Pen and paper always (Evernote for conferences sometimes)
    Transfer the checkboxes
    Scan and archive the notes
  • Block time
    Nights off
    Always have something to do with you
    Meetings – have an agenda, start on time, question recurring meetings, huddles instead
  • Pen and paper
    Dragon Dictation
  • Smartsheet
    Daily Do List
    Social tools – Hootsuite, Buffer
    LinkedIn Contacts
  • 50 Essential Content Marketing Hacks (Content Marketing World)

    1. @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
    2. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld 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
    3. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld I am serious about the bacon… @ HeinzMarketing • #CMWorld
    4. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Everything the light touches…
    5. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld My content story…
    6. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld What is content?
    7. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld My most powerful content marketing of 2015
    8. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Rich stories with long shelf life…
    9. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld #farmlife
    10. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Great content is emotive
    11. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld One slide to rule them all
    12. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Is this the modern funnel?
    13. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Only two sales stages matter
    14. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Only two sales stages matter
    15. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld The buyer’s journey
    16. @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
    17. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Planning fundamentals ① Buying committee members ② Personas ③ Buyer’s journey ④ Format preferences ⑤ Internal “buying committee”
    18. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Expectation setting ① Resources ② Tools ③ Budget ④ Roadmap & ramp timeline
    19. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld 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
    20. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Great content is… ① Targeted ② Contextual ③ Evocative ④ Integrated ⑤ Measured
    21. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Execution ① Format types ② Sales integration/leverage ③ Shelf life strategy
    22. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Personalized video (easier than you think…)
    23. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Interactive content…
    24. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Response ① What’s next? ② Are three steps faster than one?
    25. @HeinzMarketing • #CMWorld Format cheats 1. Quality content 2. Great stories 3. Less time!
    26. @HeinzMarketing • #CMWorld The Q&A
    27. @HeinzMarketing • #CMWorld The Link Blog
    28. @HeinzMarketing • #CMWorld Serial Content
    29. @HeinzMarketing • #CMWorld Guest Posts
    30. @HeinzMarketing • #CMWorld Crowd Sourcing
    31. @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 press 6. Conferences, panels & Webinars 7. Twitter hashtags 8. LinkedIn Answers 9. The news 10. Things you see that are dumb
    32. @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
    33. @HeinzMarketing • #CMWorld Distribution best practices 1. Dlvr.it 2. GaggleAMP 3. Triberr 4. Influencers 5. Hashtags 6. Link from old, popular posts
    34. @HeinzMarketing • #CMWorld 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
    35. @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
    36. @HeinzMarketing • #CMWorld Repurposing
    37. @HeinzMarketing • #CMWorld 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
    38. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld 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
    39. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Project Lists
    40. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Task Management
    41. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Email Management
    42. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Note Taking, Triage & Filing
    43. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Time Management
    44. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Idea Capture
    45. @TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld Automation & Reminder Tools
    46. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld 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 • #CMWorld
    47. @HeinzMarketing • #CMWorld Matt Heinz President Heinz Marketing Inc matt@heinzmarketing.com @heinzmarketing @HeinzMarketing • #CMWorld