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@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
@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
@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 members ② Personas ③ Buyer’s journey ④ Format preferences ⑤ Internal “buying committee”
@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
@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
@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 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
@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 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
@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
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
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 Moleskine AquaNotes Dragon Dictation Dial2Do
Smartsheet Daily Do List Social tools – Hootsuite, Buffer Contactually LinkedIn Contacts