This document outlines Matt Heinz's presentation on multi-channel content strategy. It discusses 5 keys to a content strategy, including quantifying goals, understanding customers, mapping the sales process, embracing revenue responsibility, and measuring results. It also provides examples of frameworks for planning campaigns, defining trust between brands and customers, and understanding the buyer's journey. The presentation emphasizes calculating needs, defining content objectives, and integrating content across channels.

1. featuring:

2. #NavigateCrisis
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Matt Heinz
President
Heinz Marketing
www.heinzmarketing.com
@HeinzMarketing

3. #NavigateCrisis
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Housekeeping
• Copy of this deck
• Offers for you
• Full Funnel Marketing – the BOOK
• Modern Marketer’s Field Guide
• Matt’s award-winning* smoked bacon recipe
• Send me an email (matt@heinzmarketing.com) noting what
you want

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I am serious about bacon

5. Five keys to multi-channel content strategy
1. Do the math (quantify what success looks like)
2. Create a clear customer profile
3. Map the sales and buying process
4. Embrace revenue responsibility
5. How will you measure it?
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6. Calculating
what you
need
Assumptions
Meaghan ASP $ 65,000
Jennifer ASP $ 75,000
John ASP $ 80,000
Opp/Close % 25.0%
Lead/Opp % 5.0%
Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16
Meaghan Sales # 1 1 2 3 2 4
Jennifer Sales # 1 2 2 2 2 2
John Sales # 1 1 1 1 2 1
Total Sales # 2 3 4 5 4 7
Meaghan Sales $ $ 65,000 $ 65,000
$
130,000
$
195,000
$
130,000
$
260,000
Jennifer Sales $ $ 75,000
$
150,000
$
150,000
$
150,000
$
150,000
$
150,000
John Sales $ $ 75,000 $ 75,000 $ 75,000 $ 75,000
$
150,000 $ 75,000
Total Sales $
$
215,000
$
290,000
$
355,000
$
420,000
$
430,000
$
485,000
Meaghan Pipeline # 4 4 8 12 8 16
Jennifer Pipeline # 4 8 8 8 8 8
John Pipeline # 4 4 4 4 8 4
Total Pipeline # 12 16 20 24 24 28
Meaghan Pipeline $
$
260,000
$
260,000
$
520,000
$
780,000
$
520,000 $1,040,000
Jennifer Pipeline $
$
300,000
$
600,000
$
600,000
$
600,000
$
600,000
$
600,000
John Pipeline $
$
300,000
$
300,000
$
300,000
$
300,000
$
600,000
$
300,000
Total Pipeline $
$
860,000 $1,160,000 $1,420,000 $1,680,000 $1,720,000 $1,940,000
Meaghan Leads 80 80 160 240 160 320
Jennifer Leads 80 160 160 160 160 160
John Leads 80 80 80 80 160 80
Total Leads 240 320 400 480 480 560
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7. One slide to rule them all
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8. Defining & developing trust
Trust =
(relationships + content)
X
reputation
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9. Only two sales stages matter
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10. Only two sales stages matter
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11. The buyer’s journey
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12. Marketing plan in 5 questions
1. What/who are your targets?
• Direct & indirect users, influencers
• Address entire buyer ecosystem
2. What do they care about? What outcome are they seeking?
3. Where do you find them?
4. What or who influences them?
5. How do they want to engage and (eventually) buy?
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13. Other planning best practices
1. Campaigns vs programs vs “sends”
2. Know the objective (content is the drill, what is the hole??)
3. What is the customer point of view?
4. What stage of the buyer’s journey are you addressing?
5. 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?
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One framework to rule them all!
Industry Company Persona
Buyer’s Journey Insights
Attention/Engagement Believe/Commit Believe/Commit To Me
Engage Educate Mobilize Convert
Editorial Calendar Planning
Internal External SME Crowd-Sourced
Created Curated
Written Video Audio Presentation Live/Recorded
Blog Social Third Party Site Offline Influencers
Email Lists Social Influencers
Social Shares Influencers Employees/Customers
Engagements Clicks Leads Opportunity Conversion
Target
Focus Areas
Context
Objective
Topics
Input Source
Content Type
Content Format
Publish
Distribute
Amplify
Measure & Convert
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15. #NavigateCrisis
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Housekeeping
• Copy of this deck
• Offers for you
• Full Funnel Marketing – the BOOK
• Modern Marketer’s Field Guide
• Matt’s award-winning* smoked bacon recipe
• Send me an email (matt@heinzmarketing.com) noting what
you want

16. #NavigateCrisis
@PRNewswire
@CNWGroup
Questions?
Matt Heinz
President
Heinz Marketing
@HeinzMarketing

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