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
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
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Execution
① Format types
② Sales integration/leverage
③ Shelf life strategy
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
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
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