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2016 160907173914
- 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
- 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
- 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
Notes de l'éditeur
- 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 Contactually 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 Moleskine AquaNotes Dragon Dictation Dial2Do
- Smartsheet Daily Do List Social tools – Hootsuite, Buffer Contactually LinkedIn Contacts