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Content That Converts: Strategies and Best Practices To Maximize ROI

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Presentation deck from Oracle Marketing Cloud Conference, April 27, 2017 in Las Vegas

Published in: Business
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Content That Converts: Strategies and Best Practices To Maximize ROI

  1. 1. Content That Converts: Drive ROI and Revenue in 2017 and Beyond Matt Heinz President, Heinz Marketing Inc matt@heinzmarketing.com @heinzmarketing
  2. 2. 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
  3. 3. I am serious about the bacon…
  4. 4. Everything the light touches…
  5. 5. My content story…
  6. 6. What is content?
  7. 7. My most powerful content marketing of 2015
  8. 8. Rich stories with long shelf life…
  9. 9. #farmlife
  10. 10. Great content is emotive
  11. 11. One slide to rule them all
  12. 12. Is this the modern funnel?
  13. 13. Only two sales stages matter
  14. 14. Only two sales stages matter
  15. 15. The buyer’s journey
  16. 16. 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. 17. Planning fundamentals • Buying committee members • Personas • Buyer’s journey • Format preferences • Internal “buying committee”
  18. 18. Expectation setting • Resources • Tools • Budget • Roadmap & ramp timeline
  19. 19. Measurement expectations • The right metrics • Can you buy a beer with it? • Operational vs Executive dashboards • External impact • Profit center vs cost center mentality
  20. 20. Great content is… • Targeted • Contextual • Evocative • Integrated • Measured
  21. 21. Response • What’s next? • Are three steps faster than one?
  22. 22. 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
  23. 23. 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
  24. 24. Long tail best practices 1. Repurposing 2. Re-edit old posts with new keywords 3. Tools • TweetOldPost • LinkedIn Publishing • Search 4. Seasonal surfacing
  25. 25. Repurposing
  26. 26. 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
  27. 27. 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
  28. 28. Matt Heinz President Heinz Marketing Inc matt@heinzmarketing.com @heinzmarketing Thank You!

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